5 trends in Valentine’s Day treats

Why choose between flowers and pastry when you can have both? Consumers are increasingly drawn to botanical flavors that feel elegant and modern. Floral notes such as rose, hibiscus, jasmine and honeysuckle add a sense of refinement and novelty to Valentine’s treats. 

NYC chocolatier Daniel Corpuz included a Lavender-Mead bonbon in his 2026 Valentine’s Day Collection, while bakery Poppy’s gave its morning buns a striking pink hibiscus sugar coating last year. These floral flavors allow brands to merge visual appeal with sophisticated taste, offering a fresh alternative to classic Valentine’s Day flavor profiles.

Valentine’s Day is no longer reserved for romantic partners and secret admirers alone. The celebration is shifting from romantic love to love and appreciation in a broader sense. Friends celebrate Galentine’s Day, gifting among families, colleagues and friends is becoming increasingly common and children have candy exchanges at school, for which there are many special treats available, such as these KitKat chocolate bears with a ‘to and from’ tag for personalization.

Singles are also a growing target group, with brands offering indulgences designed for one. A strong example is last year’s Uber Eats x Love Cocoa Break Up Box, combining decadent chocolates with a candle for a peaceful night of self-care. By expanding beyond couples, brands cleverly expand their Valentine’s Day audience from couples to pretty much everyone.

Luxury and Valentine’s Day have long gone hand in hand, traditionally expressed through champagne, jewelry and flowers. In pastry and chocolate, elegant packaging is increasingly used to convey that same sense of premium value. High-quality materials, refined color palettes and designs inspired by craftsmanship elevate treats into meaningful gifts.

Audrey’s chocolate boxes, with their rich blue tones, clean lines and subtle retro feel, strike exactly the right balance. This kind of timeless, sophisticated packaging is set to be in high demand this Valentine’s Day. 

Food items made to raise eyebrows and grab headlines, from pop culture collaborations to unexpected formats, may have peaked in sheer volume, but they still play a role in Valentine’s Day storytelling. While these whimsical products will not be the biggest sellers, they do generate lots of buzz and media coverage.

Last year’s standouts included the Ghirardelli Chocolocket, a 14K gold-plated locket holding a single chocolate square, and Cadbury’s Gooey Love Songs on a vinyl containing actual cream egg filling. This year is likely to bring new playful creations designed to spark conversation, with viral products amplifying brand relevance and visibility.