Pudding and dessert addicts, rejoice! Our Desserts 2025 report is now live on TrendHub.
This is where we deep dive into all things sweet, including trending flavours, formats, mashups, cuisine influences and more.
Three key takeouts from our report are:
- Next Gen Swavoury – The combination of sweet and savoury known as 'swavoury' continues to trend, which is going far beyond dipping your fries in a milkshake. Now it's about taking wholly unexpected ingredients to impart surprising notes of umami, brine, bitter and more. Think fresh truffle grated over pears poached in English sparkling wine, or gooey chocolate fudge cake given depth of flavour by the addition of mushroom powder or fish sauce.
- Inner Child – They say hindsight is 50/50, and it's giving a distinctly rose-tinted hue (and a new lease on life!) to retro, iconic and school dinner-style desserts. It's all about having a bit of fun, but without compromising on technique, flavour, seasonality and so on… Think buttery iced sponge with sprinkles, homemade lamingtons, and rhubarb jelly with cardamom custard.
- All Day Pud – Who says the best desserts have to be an elaborate affair for the end of mealtimes! With 'snackification' on the rise, puddings are for any time of day – often in handheld formats that can be enjoyed on the go. Ice cream sandwiches are getting a lot of love, with the classic cookie carrier replaced with anything from croissant to choux bun. Meanwhile doughnuts go decidedly gourmet with unexpected, indulgent fillings and toppings – indeed, look out for the more-ish 'brionut', using brioche dough to take the classic format to more indulgent, buttery heights.
Looking for more report insights?
If you're not already a trendhub subscriber and would like to see more of our Desserts Categorywatching report, book a complimentary 30-minute demo with one of our team to see how the trendhub can support you in making informed decisions, based on our insights into consumer trends.
On the demo, we'll build a report together on any subject of your choice... perhaps to help with a project in the pipeline? Plus, it'll be yours to keep after the call!