January 2027: Cake Trends Report

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Getty Images -106946985 Tim Platt (1)

Source: Getty Images / Tim Platt

Publication date: Wednesday 20 January 2027
Editorial submissions deadline: Wednesday 2 December 2026
Editorial contact: Dan Riley dan.riley@wrbm.com

This report will take a closer look at the trends playing out on the UK cake market from wedding cakes to celebration cakes, lunchbox favourites, everyday treats, and more.

It will include a closer look at the formats, flavours, and decoration styles proving popular with consumers, and the reasons behind their rise, plus a peek at what could gain traction in the future. It will also explore the impact that HFSS, GLP-1s, and changing attitudes to health are having on the traditionally indulgent market.

Expect real-life examples of top-notch NPD, interviews with key players in the market – from large manufacturers and retailers to out-of-home operators, as well as craft bakers – and a hefty dose of inspiration.

To establish the trends, we want to know:

Market overview:

How are cake sales changing?
Which sectors of the market are in growth and which ones are declining?
Why is this and what does it tell us?

Decoration styles:

What are the on-trend cake decoration styles at present and why?
Which companies/parts of the market are driving this?

Celebration cake focus:

What are the big trends in wedding cakes and celebration cakes?
How does personalisation and bespoke design feature here?

Flavours:

What are the top cake flavours to watch out for in 2027 and why?
How will this differ between the seasons?
Any lesser-known or unusual seasonal flavours emerging?
Which remain the bestselling cake flavours and why do they hold strong?

Health:

How are GLP-1s, HFSS, and other factors influencing consumers’ diets impacting the cake market?
How are operators responding?
What about the new government proposals around school meals?

Format innovation: