Special Report: Dessert Decorations
Consumers buying dessert at the grocery store are being influenced by trends happening elsewhere in the store. Trends such as global flavor exploration, convenience, and sustainability, as well as the impact of a tough economic climate, are all emerging in baking.
DecoPac—the world’s largest supplier of cake decorations to professional cake decorators and bakeries—is seeing firsthand how these trends are affecting the grocery industry. John Gardner, Head of Customer Development at DecoPac, shared what he thought was the greatest barrier in the category.
“The biggest challenge in the category is labor,” he said. “Bakery teams are stretched thin. If innovation adds complexity instead of simplifying execution, it won’t stick. So fresh thinking has to balance creativity with operational reality. At DecoPac, our team consistently works with our customers to help train, guide, and support them in every aspect of their dessert business. Consumer expectations are evolving rapidly as well. Shoppers expect personalization, licensed characters, and social media-worthy moments, but they also expect value and speed. The category has to bridge inspiration and efficiency at the same time. The opportunity lies in considering dessert decorations as emotional triggers that drive traffic and basket size.”
Social media has had a significant influence on dessert purchasing, with the thrill of capturing a slice of cake drama on video, pushing consumers to crave more exciting reveals. From burn-away rice papers to oozing blue or pink centers for a gender reveal, TikTok has fueled a whole different generation of consumers. New throwback nostalgia cakes are inspiring Lambeth-style retro frosting. Budget-conscious videos are encouraging home bakers to redo pre-made treats and grocery cakes by scraping off frosting and adding their own take. Personalization is all the rage with standard words like “Happy Birthday” being replaced with sentiments like: “Great wife. Best friend. Awesome mom.” And celebration occasions are moving beyond the traditional and embracing life milestones such as the day a pet was adopted or a new promotion.
Gardner at DecoPac elaborated on how the personalization trend affects the category. “The next big shift is personalization at scale,” he said. “Consumers increasingly expect customization—names, colors, themes, photos—but they want it quickly and affordably. The retailers who win will be those who combine digital ordering, fast in-store production, modular decorative components, and strong licensed partnerships. We’re also seeing momentum in edible integrations with sugar décor, fusion sprinkle blends, and unique embellishments using our Made Simply brand to create beautiful new designs, following new regulatory policies.”
What else is gaining traction? Popular ingredients and flavors that are popping up elsewhere, such as matcha, ube, and pistachio, are also showing up in desserts. Health and wellness trends are influencing consumers’ dessert habits with an increase in demand for plant-based, gluten-free and allergen-friendly options. There’s also been an increase in smaller-scale “snackable” formats for portion control, which is why cupcakes are trending again in 2026.
What is DecoPac’s top strategic focus in 2026? Gardner communicated, “We’ve moved beyond being a product supplier to becoming a category growth partner. That means expanding digital ordering platforms that allow shoppers to customize cakes seamlessly with our Celebration IQ platform. Integrating licensing into new and unique formats and programs. Helping retailers simplify execution while increasing perceived value. And guiding our customers through the new regulatory situation around synthetic colors.”
Dessert decorating has also been impacted by consumers’ demand for more sustainable options. According to an online media source, 74 percent of customers are willing to pay more for sustainability. Consumers are replacing non-biodegradable decorations with a desire to reduce waste through unique, eco-friendly designs.
To reach more of these customers, the category is going to have to move beyond in-store impulse buying and decorating influence. But how do grocery bakeries stay on top of emerging trends? Gardner explained how DecoPac is ready to support retailers with: “Online cake ordering platforms (Celebration IQ), data insights to guide assortment, trend forecasting, licensed character guidance to the top properties, and training and how-to assistance. We’ve invested heavily in digital tools that help retailers meet shoppers where they are, online first. Our shift has moved our company to a solution-centric organization for our customers.”
And while no one can predict which TikTok trend will blow up and influence the bakery next, DecoPac shared where they envisioned innovation in the dessert decorations category was headed. Gardner predicted, “Innovation is heading toward simplification and scalability. Retailers need: fewer steps, lower labor complexity, stronger visual impact and differentiated design options. The industry is moving toward production-ready edible décor, licensed trends, and digital-first ordering models. We believe we’re leading by securing meaningful licensed partnerships, offering easily executed decorative designs and products, providing data-backed category insights, and balancing creativity with operational efficiency.”
