In order to improve the utilization rate of hawthorn, hawthorn powder (HP) was included in the formulation of cake as a dietary fiber and source of bioactive substance. The physicochemical properties and microstructure of whole hawthorn powder (WHP) and peeled hawthorn powder (PHP), and the influence of HP on the quality characteristics, microstructure, antioxidant properties and sensory quality of wheat cake were studied. The results showed that the physicochemical and antioxidant properties, bioactive components and X-ray diffraction crystal structures of the two kinds of HP were different, and HP affected the physicochemical, texture, sensory and antioxidant properties, bioactive substances and microstructure of cake. The shrinkage, baking loss, pH, elasticity, cohesion, brightness and overall acceptability of cake decreased with HP addition, and the density, hardness, viscosity, chewability, redness and yellowness values, total polyphenol and total flavonoid contents and antioxidant properties increased. WHP and PHP could be added into cake at levels up to 15%. The sensory characteristics of the cake with HP, with a unique hawthorn-like flavor, were not significantly different from those of the control group.