BUFFALO, NY — Ahead of National Donut Day on June 7, Rich Products, a global, family-owned food company, has released the results of its proprietary consumer survey on donut trends.
“We’re constantly keeping an eye on consumer trends so we can help our customers stay ahead of the curve,” said Amanda Buonopane, senior manager of strategic insights at Rich Products.
The survey found a growing consumer preference for on-the-go snacks as well as traditional flavors, despite an increase in flavor options. Combined with information from Datassential, the study showed the donut market is on the rise, with demand for the pastry increasing across both the retail baking and foodservice industries.
“Based on our consumer survey, donuts present a huge opportunity area for retail bakeries and foodservice operators,” Buonopane said.
Highlights from Rich’s study include:
The donut market is growing
Research revealed consumers have a lasting affection for donuts. According to Rich’s study, 56% of consumers purchase donuts at least once a month and more than 33% purchase them multiple times per month. Datassential observed that the presence of donuts on menus has grown 47% in the past 10 years, driven by an increasing fondness for the pastry among younger generations, families and foodies.
Consumers like their donuts on the go
Rich’s study also revealed that breakfast remains the most common time for consumers to choose donuts, yet many respondents indicated a growing desire for on-the-go satisfaction. More than two-thirds (68%) of consumers cited snacking as a primary occasion for enjoying donuts. This shift increases the demand for more snackable options like donut holes, which nearly 50% of respondents identified as a preferred way to indulge in the treat. Supporting this trend, Datassential data shows that 76% of consumers love or like donut holes.
Traditional donut flavors aren’t going anywhere
There’s no shortage of new donut flavors on the market, as noted by Datassential, yet Rich’s study found that traditional flavors are still the go-to for many consumers. Results show that 60% of US consumers opt for classic glazed donuts, while 37% prefer frosted, dipped or cream-filled donuts.
This doesn’t mean all consumers are sticking to what they know. Rich’s study revealed that consumers are curious about how AI may impact flavor options, and 46% of respondents said they were “interested” or “very interested” in trying AI-generated donut flavors.
Find more donut trends in the April 2024 issue of Commercial Baking magazine, Craft to Crumb’s sister publication.
