Seasonal treats for winter are in hot demand: interest is up 24% vs last year

According to our Taste Tomorrow Always-On research, online conversations around winter indulgence have surged by 24% compared to last year, revealing a powerful appetite for comforting, seasonal treats. Now’s the perfect time to turn this insight into opportunity — by crafting limited-edition flavors, special promotions, and winter-themed bakery experiences that delight customers and strengthen your brand’s seasonal connection.

There is a time before, and a time after the pumpkin spice hype. Since the Starbucks Pumpkin Spice Latte became the internet’s biggest fall obsession in the 2010s, the seasonal end of year special is rapidly gaining momentum. Consumers are crazy about foods that mark a particular moment in time. Think of a rich, dark Chocolate Guinness Cake, or spiced citrus and cranberry shortbread that perfectly encapsulate the warmth and coziness of winter. Many food brands are embracing the power of seasonal desserts, crafting festive, winter-themed treats and packaging to help consumers experience the seasons through taste while strengthening brand connection and boosting end-of-year excitement.

Limited-time offers (LTOs) are the food industry’s answer to fashion’s drop culture; the strategy that turns a limited sneaker release into a global phenomenon. By creating scarcity and anticipation, brands spark urgency and generate powerful buzz. In the food world, a seasonal special such as a Grinch-themed cookie or a limited-edition and holiday-exclusive gingerbread can achieve a similar effect by drawing in new or extra customers and increasing sales per visit. Knowing that a treat is here today and gone tomorrow taps directly into consumers’ fear of missing out. That sense of urgency fuels impulse purchases, repeat visits, and even long queues for the most coveted snacks. In short, FOMO marketing works: transforming seasonal specials into cultural moments that drive both sales and brand love.

During the holidays, consumers are more emotionally attuned to seasonal treats, as this time of year brims with rituals and nostalgia. From the first steaming mug of hot chocolate after a snowfall to the scent of freshly baked cookies while decorating the Christmas tree, every tradition invites a fitting celebration through food. Some analysts even say that as winters become less predictable in many parts of the world — with fewer frozen lakes or snowy mornings — people are seeking those seasonal cues elsewhere. They’re finding comfort and connection in holiday treats, cozy decorations, and nostalgic flavors that recreate the magic of winter. 

Another trendy limited-time offer winning hearts during the winter season is the panettone, the classic Italian sweet bread that’s light, buttery, and packed with candied fruits and raisins. Once a traditional Christmas staple, panettone has become a global gifting phenomenon, thanks in part to high-end collaborations that blend culinary craftsmanship with design flair. Designer collaborations such as the one between fashion house Dolce & Gabbana and bakery Fiasconaro, which consisted of a custom panettone in a beautifully designed tin, turned the winter treat into a popular gift all around the world. These collaborations not only elevate the indulgence factor but also make the decorative tins cherished keepsakes — lasting reminders of the gift giver and the joy of the season. They perfectly align with the ongoing premiumization trend, where consumers seek products that combine craftsmanship, exclusivity, and emotional value, turning a traditional holiday treat into a luxurious experience worth savoring and displaying.

The Christmas cookie box – or Christmas cookie exchange – is also surging when we look at Google search data. This North American tradition is about gifting a box with different types of home-baked cookies, each with its own different flavor, shape, texture and decoration. Often, these assortments are assembled through cookie exchanges, where friends, families, or communities bake large batches of their favorite recipes and swap them to create a diverse selection. The appeal of the cookie box lies in its warmth and nostalgic feeling, perfect for the holiday season. Brands can utilize the popularity of the cookie box by creating their own cookie baking mixes, decorating kits or even chilled slice-and-bake cookies, such as these by Pillsbury with a cute christmas tree design. 

Winter is the season of indulgence, nostalgia, and celebration, and for big food and beverage brands, it’s a golden opportunity to connect emotionally with consumers. Seasonal LTOs help large brands stay culturally relevant, boost engagement, and drive short-term sales while testing new flavors or formats. Think of it as a low-risk innovation strategy: by launching exclusive winter editions of popular products – from festive beverages to limited dessert flavors – brands can spark excitement, reinforce loyalty, and position themselves as part of consumers’ seasonal rituals.

For artisan bakers, confectionery makers, and pastry chefs, a winter LTO offers a creative playground to showcase craftsmanship and storytelling. Seasonal specials, like a spiced brioche filled with orange curd or a reinvented chocolate yule log, let artisans express their brand identity and tap into the emotional side of indulgence. By blending tradition with imagination, small producers can turn a fleeting winter treat into a signature creation that keeps customers coming back year after year.

Incorporate one of these trending winter flavors into your limited time offer to capture attention and drive seasonal sales: 

• Ginger molasses 

• Spiced pecan

• Hazelnut–brown sugar

• Mulled wine

• Pistachio–orange blossom 

• Winter drinks

• Pistachio and gingerbread

• Blood orange rosemary 

• Hot cocoa, often enhanced with marshmallows, cream or spirits

Sourdough is still the biggest and one of the fastest-growing trends in the bakery industry. That means sourdough is applied to much more than just baguettes and loaves of bread. Tortillas, burger buns and chips now all come in versions that use this fermented dough.