18 Dec 2022
59% of consumers agree that appearance enhances taste perception, our worldwide Taste Tomorrow consumer survey shows. So pastries shouldn’t just taste amazing, they should be a feast for the eyes as well. Social media channels such as Instagram and TikTok are the pre-eminent places to showcase patisserie with mouthwatering looks. Get inspired by 7 patissiers who’ve gained massive popularity on those social media platforms.
Two out of five consumers ordered pastry, cakes or fine patisserie online at least once last year, our Always-On consumer research shows. A similar number is interested in shopping for pastry online in the future. That shift towards online shopping has major implications for how consumers choose their sweets. Looks are becoming even more important.
So brands and pastry shops that want to stay relevant would do well to follow in the footsteps of these 7 creators that are captivating crowds on Instagram and TikTok:
Cedric Grolet is the king of trompe l'oeil patisserie and chocolate: little pastries that look like peaches or a huge almond made out of chocolate. His creations are super realistic and, because he plays around with the dimensions, humorous as well. On his Instagram and TikTok pages, he shares photographs, making-of videos, but also shots of himself enjoying his creations. His millions of followers gobble it all up!
Ukrainian patissier Dinara Kasko excels at cakes in interesting shapes: spherical, spiral or with a bubble like pattern. But she just as easily comes up with a cake that looks like it's knitted. Those creations take an incredible amount of work: from 3d-printing a sculpture to handcrafting a custom mold and finally making the cake itself, as one of her TikTok videos shows.
Patissier Dorian Tudeau is just 22 years old, but has already managed to amass over half a million followers on TikTok. He uses the platform to share baking tips, recipes and of course his creations. Le Coin du Patissiers features a lot of classic pastries, such as eclairs, pavlova with pears and caramel and moelleux. Dorian also does live pastry shows with French celebrities, which no doubt helps him to continue to grow with his account. He makes clever use of his popularity by offering pastry boxes and pastry subscription services that are shipped all throughout France, making his treats available to a widespread audience.
With her website Chelsweets, her recipes and videos, Chelsey wants to help her followers to create desserts that look just as good as they taste. She does mostly cakes, cupcakes and macarons that are a feast for the eyes. Her designs vary from a cake resembling an amethyst geode or cartoon characters to classic wedding cakes. There are various returning categories though. One is the ‘mini cake’ in which she decorates a cake a few inches large to resemble a multi tier cake. The other is the candy cake: in which she creates intricate patterns on cakes using colorful sweets, from sour rainbow belts to skittles. Simple yet highly effective!
The Costa Rican patissiers from Undecimo Entremets fascinate an audience of over 520.1k followers with their mesmerizing video’s of cakes that are poured over with mirror glaze, creating interesting color patterns. Their second speciality is geometric mousse cakes that are airbrushed in bright gradient colors.
The style of Stavros Kossifas is minimalistic and sculptural. The Greek pastry chef has a knack for cake toppers that look different from each angle. His other specialty is textures, such as a beautifully runny caramel centers that have his followers going wild each time.
Check it out on Instagram.
If the creations of Bella Bakes would have to be described in one word, it would have to be ‘cute’. She makes macarons shaped like pumpkins, multi tier cakes that look like a cartoon and roll cake with a baked in strawberry pattern. On social media, she currently shares videos only, showing how she decorates her baking creations.
It’s not just patissiers that know how to captivate online audiences with their creations. There are lots of online superstars among bakers and chocolatiers as well. Get inspired by 6 chocolatiers with a perfect social media presence.
Taste Tomorrow is the world’s largest ecosystem for consumer understanding in bakery, patisserie and chocolate. By tracking local and global consumer behaviors, attitudes and choices it provides us with valuable, in-depth insights. We are able to use these insights to track the evolution of trends and reveal new ones, helping your business to stay connected to your customers and discover new opportunities.