Northeast: Sweet tooth alert! Searches for sugary treats rose 27% in the Northeast last year. That means a spike for peach Schnapps in Pennsylvania, donut cravings in Maine and a growing interest in flower cupcake tutorials in Rhode Island.
Midwest: Midwesterners are curling up with comfort foods, from broccoli salads in Minnesota to taco soup in Oklahoma. Altogether, searches for “comfort food” are up 58% for Midwestern Pinners, comprising both meals and snacks.
South: Saves for indulgent food Pins are up 20% in the south, but indulgent can mean a lot of things. Louisianians are especially into shrimp pasta, while people in Georgia are more likely to look for wings. And save room for dessert: South Carolina is into red velvet cupcakes these days, while peanut butter fudge is all the rage in Kentucky.
West: The west is trying to keep things healthy, with a 79% increase in searches for healthy treats. California digs figs, but Wyoming is getting its boost from energy bites.
Southwest: The Southwest is living up to its name, with searches for recipes like empanadas up 40% in the past year. Texas is particularly into stuffed avocados, while Colorado prefers carnitas.
Our early insight gives marketers an advantage too. With relevant and useful content, brands can tap into emerging trends on Pinterest well before people start signaling those interests on other platforms. If you’re a food brand, try using these insights to create recipe Pins, ingredient spotlights or cooking tutorials. And even if you don’t sell food, you can have some fun working regional nuances into your creative to pique Pinner interest.
Curious about menus beyond the US borders? Check out our international map for more intel. The results aren’t quite what you’d expect. For example: did you know Munich is really into chicken fried rice?