SAN FRANCISCO — Social media platform Pinterest has unveiled its annual “Pinterest Predicts” report, curated using consumer insights and predictive analytics to identify emerging trends for the upcoming year.
Of the 20 trends identified for growth in 2025, five can offer retail bakers some foresight on what their customers may be looking for in their baked goods next year.
Chaos Cakes
While classic cakes never go out of style, the unexpected theme is gaining further popularity with Gen X and Boomers in particular. Pinterest noted an increase in search queries for key phrases such as “rat cake” (+170%), “funny cakes for friends” (+45%), “silly cake” (+115%), “celeb crush cake” (+70%), and “funny bento cake design.”
This trend allows retail bakers to take risks and get creative with their offerings, such as adapting current products to fit key pop culture moments. For example, McLain’s Bakery in Kansas City, MO, adapted its Andy Reid cake to mimic the NFL coach’s frozen mustache from last year’s icy playoff game between the Kansas City Chiefs and Miami Dolphins.
Pickle Fix
Slide over, sweet: Sour is making a statement in 2025. According to Pinterest, Gen X and millennial customers are all-in on pickles, noting an uptick in searches for “pickle cake” by 45%.
Some bakery brands have already hopped on this trend. For National Pickle Month, Baked By Melissa partnered with Claussen to create a first-of-its-kind pickle cupcake. Similarly, PopUp Bagels created a Pickle de Gallo schmear in partnership with Grillo’s Pickles.
Rococo Revived
Gen Z and boomers are reaching into the past for inspiration with this trend. The report indicates an increase in searches of “rococo wedding” and “rococo cake” by 95% each. Identified by the frilly decor, pastel colors and motifs such as ribbons and lace, bakers may see increased interest from customers seeking vintage, Lambeth-style cakes.
Surreal Soirees
In 2025, Pinterest anticipates Gen X and boomers will infuse whimsy into their parties and tablescapes. With an increase in surrealism-inspired elements such as “cake bouquet flowers” (+30%) and “strawberry centerpiece ideas” (+50%), retail bakers can flex their creative muscle with abstract presentations of baked goods. This includes the use of crusty artisan bread as centerpieces and vibrant cakes topped with fresh fruit and flowers.
Cherry Coded
This year’s report notes that there’s increased interest in cherry everything, particularly from Gen Z and millennials. The dark red hue and tart flavor offer bakers a chance to expand their menu profiles and customer’s palates.
For 2024, Pinterest Predicts identified trends that included an influx of tropical flavors, ’70s-inspired color palettes and sweet treats for life’s little moments.
