The North America Donut Craze

Donuts are a must-have bakery item:

  • Donuts are the #1 bakery item consumed away from home.
  • Donuts are the #1 selling breakfast item sold in the in store bakery.
  • Donuts have seen a 51% increase in menu penetration over the past 4 years.

Lead with the classics, but keep things exciting:

  • Traditional flavors (e.g. plain glazed, sugar, and chocolate iced) and formats (e.g. ring and donut holes) continue to lead the category.
  • However, consumers have come to expect innovation and experimentation in their donut selection, especially via donut specialty shops.

Remember that consumers eat with their eyes:

  • The top three most Instagrammed bakeries in the US are donut shops (Café du Monde, Voodoo Doughnut in Austin, and California Donuts).

Leverage the versatility and convenience of donuts to meet consumer needs:

  • Donuts are especially popular with younger consumers, who are driving fresh bakery growth.
  • Donuts present a versatile base, allowing for easy innovation and customization.
  • Donuts are easy to grab and eat on the go, giving consumers much desired portability and convenience.
  • Donuts offer an indulgent breakfast and snack solution, two dayparts that are seeing tremendous growth and popularity.

Learn more about our donut and donut ingredients portfolio to get in on the donut craze! 


Sources: Datassential Consumer Opportunity: Baked Goods Study, Nielsen Perishables Group, Datassential Menu Trends, Travel and Leisure Bakery Ranking 2016, MMR Brand Licensing Impact Study, NPD/National Eating Trends, IDDBA, Technomic Consumer Trend Report on Snacking, Canadean Snacking Frequency and Motivation, Mintel What's for Breakfast 2016.


      The North America Donut Craze