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According to industry reports, the dessert market in the country is on the rise, expected to grow at a compound annual growth rate (CAGR) of 8.1% from 2024 to 2032, reaching INR 587.9 billion. And one of the most intriguing trends is the growing popularity of foreign desserts, particularly pancakes and waffles. These treats, which were once considered niche or unfamiliar, are now making their way into the mainstream Indian market, thanks to changing consumer preferences, a rising middle class, increased globalization, and the proliferation of food startups.
“Building on the success of Giani's, we identified a significant market demand for waffles and pancakes, which led us to launch The Waffle Co. in September 2017. Initially, we had planned to offer waffles as a category within Giani's, but the overwhelming demand prompted us to create a standalone brand”, says Anand Preet Singh, Creative Director, The Waffle Co.
What’s causing the shift?
- Exposure to Global Food Trends
India’s food culture has traditionally been rich in regional and seasonal diversity, with sweets such as jalebi, gulab jamun, and rasgulla taking center stage during festivals and celebrations. However, globalization and an increasing exposure to international cuisine have opened the door for foreign food trends to thrive. While fast food chains such as McDonald’s and KFC were the early players in this transformation, desserts like pancakes, waffles and crepes are now gaining their fair share of the spotlight; after ice-cream tasted humungous success with the Indian palette.
The younger generation, in particular, is driving this shift. Influenced by the rise of social media, travel, and food blogs, millennials and Gen Z are more adventurous in their culinary tastes, eager to explore new flavors and experiences. Global dessert chains and local entrepreneurs are capitalizing on this demand by introducing international sweet treats that cater to the changing tastes of Indian consumers.
- Rise of fusion desserts: Tailoring Pancakes and Waffles to Indian Tastes
In India, it’s not just about replicating Western desserts but rather about customizing them to suit local tastes. Local ingredients and flavors are being incorporated into pancakes and waffles to make them more relatable to Indian consumers. For example, in pancake dishes, chocolate sauce might be replaced with condensed milk or rabri (a North Indian sweet made from evaporated milk).
Furthermore, the preference for less sugary desserts has led many businesses to offer alternatives such as whole wheat pancakes, gluten-free waffles, or low-calorie options. This shift is particularly evident in health-conscious urban centers where consumers are looking for guilt-free indulgences that still satisfy their cravings for Western-style desserts.
“By establishing a strong brand presence and tailoring our offerings to local preferences, we aim to introduce our unique desserts to new audiences and create an unforgettable experience for dessert enthusiasts worldwide. We envision 99 Pancakes in all major cities across India in the next 5 years, becoming a household name in the dessert industry”, says Vikesh Shah, Founder, 99 Pancakes.
- The Role of Social Media and Influencer Culture
Social media has played a very significant role in the growth of foreign desserts’ market in the country. Platforms like Instagram, YouTube, and Facebook have given food businesses a powerful tool to reach a wide audience. The visual appeal of pancakes, waffles, and other foreign desserts has made them a hit among food bloggers and influencers, who frequently share their food experiences with large followings. This trend, in turn, has helped create a new wave of dessert lovers who are keen to try the latest food trends.
In particular, the rise of dessert food bloggers and influencers has played a crucial role in popularizing pancakes and waffles. Many of these influencers focus on creating visually stunning content, often showcasing decadent waffle stacks and fluffy pancakes served with vibrant toppings. As a result, these desserts have not only gained popularity for their taste but also for their "Instagrammability."
“Digital marketing via social media has been crucial in enhancing brand visibility, connecting with customers, and nurturing a loyal community. By leveraging data analytics, we are able to personalize our offerings and continuously improve the customer experience. We actively engage with local communities through targeted social media campaigns and influencer collaborations”, explains Vikesh Shah.
Anand Preet Singh adds, “Consumers demand “Instagram-worthy”, unique and personalized dessert experiences, driving the growth of bespoke desserts and dessert bars. So influencer marketing becomes important for us as it allows us to showcase our products and experiences through authentic and engaging storytelling. Influencers help us reach a wider audience, build brand awareness, and drive footfall. We've leveraged influencer marketing, partnering with social media influencers and bloggers to promote our brand and products.”
- Technological advancements
In addition, technological advancements in freezing and production processes enhance product quality, and sustainability concerns are shaping packaging and sourcing practices. Also, the convenience of frozen desserts as standalone treats or in various desserts and beverages further fuels market expansion for foreign desserts in the country.
- Push from food delivery services
The market is expected to witness further growth with the rise of food delivery services like Swiggy and Zomato. With delivery becoming a convenient option for urban consumers, even those in smaller cities and towns are gaining access to international desserts. As the convenience of ordering food from the comfort of one's home increases, it is likely that foreign desserts will become a regular part of dessert menus across India.
The sweet trajectory of growth
The growing market for foreign desserts like pancakes and waffles in India reflects the country’s increasing openness to global food trends and its young, evolving food culture. With a blend of innovation, fusion flavours, and social media influence, pancakes and waffles have become much more than just desserts—they’ve become symbols of a modern, cosmopolitan lifestyle. As more food startups and chains tap into this market, it’s clear that India’s sweet tooth for foreign desserts will only continue to grow in the years to come.
