Baking & Snack - February 2020 - 55

TRENDS
Donuts

Growth avenues in flavors, designs and ingredients
promise a bright future for this indulgent category.

by Karlee Renkoski

©whitestorm - stock.adobe.com

D

Donuts can be eaten at any time, at any place and 
these days  with just about anything. While the treat
is still the perfect coffee pairing, now it's also the bun on
a chicken sandwich or a grilled cheese. Bakeries sell traditional cream-filled donuts and alcohol-infused donuts
in their displays. And there has never been so many toppings from chocolate to cereal to pork.
These combinations keep consumers on the edge of
their seats. What will be the next crazy donut flavor?
In the US from 2015 to 2019, the market size of the
industry has increased 2% per year on average and is expected to grow approximately 1.2% in 2020, according
to IBISWorld's 2019 report "Doughnut Stores Industry
in the US - Market Research."
The international donut market is seeing a steady increase as well, and some bakeries have had major breakthroughs over the past several years. Barcelona-based
Europastry, creator of Dots Originals thaw-and-sell
frozen donuts, is a worldwide company. Carolina Moré,
marketing director USA, Europastry, said Dots sales increased by more than 30% from 2017 to 2019 due to an
evolution of quality and more innovation.
Creativity is driving the donut industry forward.
Consumers can eat sweet or savory, old-fashioned or
gourmet, yeast or gluten-free donuts. All these offerings have not only increased sales but also broadened
the time of day in which the sweet good is purchased.
According to a survey from Jackson, MI-based Dawn
Foods, 87% of people eat donuts in the morning, 38% in
the afternoon, 33% in the evening and 23% late at night.
That's why many shops are open 24 hours.
"Given the variety of roles and dayparts, consumers look for different qualities," said Sally Lyons-Wyatt,
executive vice-president and practice leader, IRI. "The
qualities range from favorite flavors to surprising

combinations; simple and clean to eat to complex and
messy; and an accompaniment for a meal to being the
meal."
With consumers' wide range of taste and texture
preferences and bakeries rising to meet those demands,
donuts are in high competition. "More now than ever,
bakers need new, exciting offerings to break through in
a crowded environment," said Phil DeWester, senior director category marketing, Dawn Foods.
A mind-boggling flavor, creative style or specific ingredient could give a company the push it needs to have
the next trending donut.

Ringing in new flavors
What's in it? What's on it? These are the questions consumers are asking when it comes to donut flavors.
"In our nearly 70-year history, our culinary team
here at Dunkin' has developed hundreds of varieties
and flavors of donuts, some of which have remained on
our menu as tried-and-true favorites and others that
were special, limited-time offerings," said Rick Golden,
manager of donut excellence at Dunkin', Canton, MA.
"Our fans really enjoy when we experiment with unique
shapes and flavor combinations, and our commitment
to donut innovation is a key reason why we remain the
category leader, and why our donuts continue to be so
popular in the market."
While the old-fashioned and other basic donuts are
still crucial to the industry, the imagination of bakers
has opened up an avenue of creativity. "Donuts have had
an evolution going from traditional  glazed, chocolate-covered, sprinkles  to artisanal with the donut
as the 'carrier' for toppings like bacon, fruit and others,"
Ms. Lyons-Wyatt noted.
According to GlobalData, 49% of millennial and

www.bakingbusiness.com / February 2020 Baking & Snack 55


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Baking & Snack - February 2020

Table of Contents for the Digital Edition of Baking & Snack - February 2020

Baking & Snack - February 2020
Contents
Editorial - What can bread learn from the little black dress?
Newsfront
People/In Brief
2020 Baking Hall of Fame - The history makers
2020 BAKING HALL OF FAME - The teacher
2020 BAKING HALL OF FAME - The engineer
2020 BAKING HALL OF FAME - The architect
2020 BAKING HALL OF FAME - The helper
Industry Confi dence Survey - Weathering the storm
Kwik Trip - Land of opportunity
Donuts - A hole in one
Health and wellness - Impacting consumer health
Protein - Blend for balance
Probiotics - Good for the gut
Snack processing - Story of the decade
Pan glazing - Life in the fast lane
Depositing - Bull's-eye
Production management - ERP software 101
Trays & baskets - Stacked for food safety
Meeting preview: ABA - A gold mine of information
Events
Innovations - Contents
Featured innovation center
Ingredients & formulating
Equipment & packaging
Patents
New on the shelf
Marketplace
Ad index
New product spotlight
Baking & Snack - February 2020 - Baking & Snack - February 2020
Baking & Snack - February 2020 - Baking & Snack - February 2020
Baking & Snack - February 2020 - 2
Baking & Snack - February 2020 - 3
Baking & Snack - February 2020 - 4
Baking & Snack - February 2020 - 5
Baking & Snack - February 2020 - 6
Baking & Snack - February 2020 - Contents
Baking & Snack - February 2020 - 8
Baking & Snack - February 2020 - 9
Baking & Snack - February 2020 - Editorial - What can bread learn from the little black dress?
Baking & Snack - February 2020 - 11
Baking & Snack - February 2020 - 12
Baking & Snack - February 2020 - 13
Baking & Snack - February 2020 - Newsfront
Baking & Snack - February 2020 - 15
Baking & Snack - February 2020 - People/In Brief
Baking & Snack - February 2020 - 17
Baking & Snack - February 2020 - 18
Baking & Snack - February 2020 - 19
Baking & Snack - February 2020 - 20
Baking & Snack - February 2020 - 2020 Baking Hall of Fame - The history makers
Baking & Snack - February 2020 - 2020 BAKING HALL OF FAME - The teacher
Baking & Snack - February 2020 - 23
Baking & Snack - February 2020 - 2020 BAKING HALL OF FAME - The engineer
Baking & Snack - February 2020 - 25
Baking & Snack - February 2020 - 26
Baking & Snack - February 2020 - 2020 BAKING HALL OF FAME - The architect
Baking & Snack - February 2020 - 28
Baking & Snack - February 2020 - 2020 BAKING HALL OF FAME - The helper
Baking & Snack - February 2020 - 30
Baking & Snack - February 2020 - Industry Confi dence Survey - Weathering the storm
Baking & Snack - February 2020 - 32
Baking & Snack - February 2020 - 33
Baking & Snack - February 2020 - 34
Baking & Snack - February 2020 - 35
Baking & Snack - February 2020 - 36
Baking & Snack - February 2020 - 37
Baking & Snack - February 2020 - Kwik Trip - Land of opportunity
Baking & Snack - February 2020 - 39
Baking & Snack - February 2020 - 41
Baking & Snack - February 2020 - 40
Baking & Snack - February 2020 - 42
Baking & Snack - February 2020 - 43
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Baking & Snack - February 2020 - 49
Baking & Snack - February 2020 - 50
Baking & Snack - February 2020 - 51
Baking & Snack - February 2020 - 52
Baking & Snack - February 2020 - 53
Baking & Snack - February 2020 - Donuts - A hole in one
Baking & Snack - February 2020 - 55
Baking & Snack - February 2020 - 56
Baking & Snack - February 2020 - 57
Baking & Snack - February 2020 - 58
Baking & Snack - February 2020 - 59
Baking & Snack - February 2020 - 60
Baking & Snack - February 2020 - 61
Baking & Snack - February 2020 - 62
Baking & Snack - February 2020 - 63
Baking & Snack - February 2020 - 64
Baking & Snack - February 2020 - Health and wellness - Impacting consumer health
Baking & Snack - February 2020 - 66
Baking & Snack - February 2020 - 67
Baking & Snack - February 2020 - 68
Baking & Snack - February 2020 - 69
Baking & Snack - February 2020 - 70
Baking & Snack - February 2020 - Protein - Blend for balance
Baking & Snack - February 2020 - 72
Baking & Snack - February 2020 - 73
Baking & Snack - February 2020 - 74
Baking & Snack - February 2020 - 75
Baking & Snack - February 2020 - 76
Baking & Snack - February 2020 - 77
Baking & Snack - February 2020 - 78
Baking & Snack - February 2020 - 79
Baking & Snack - February 2020 - 80
Baking & Snack - February 2020 - Probiotics - Good for the gut
Baking & Snack - February 2020 - 82
Baking & Snack - February 2020 - 83
Baking & Snack - February 2020 - 84
Baking & Snack - February 2020 - 85
Baking & Snack - February 2020 - 86
Baking & Snack - February 2020 - 87
Baking & Snack - February 2020 - 88
Baking & Snack - February 2020 - Snack processing - Story of the decade
Baking & Snack - February 2020 - 90
Baking & Snack - February 2020 - 91
Baking & Snack - February 2020 - 92
Baking & Snack - February 2020 - 93
Baking & Snack - February 2020 - 94
Baking & Snack - February 2020 - 95
Baking & Snack - February 2020 - 96
Baking & Snack - February 2020 - 97
Baking & Snack - February 2020 - 98
Baking & Snack - February 2020 - Pan glazing - Life in the fast lane
Baking & Snack - February 2020 - 100
Baking & Snack - February 2020 - 101
Baking & Snack - February 2020 - 102
Baking & Snack - February 2020 - 103
Baking & Snack - February 2020 - 104
Baking & Snack - February 2020 - 105
Baking & Snack - February 2020 - 106
Baking & Snack - February 2020 - Depositing - Bull's-eye
Baking & Snack - February 2020 - 108
Baking & Snack - February 2020 - 109
Baking & Snack - February 2020 - 110
Baking & Snack - February 2020 - 111
Baking & Snack - February 2020 - 112
Baking & Snack - February 2020 - 113
Baking & Snack - February 2020 - 114
Baking & Snack - February 2020 - Production management - ERP software 101
Baking & Snack - February 2020 - 116
Baking & Snack - February 2020 - 117
Baking & Snack - February 2020 - 118
Baking & Snack - February 2020 - 119
Baking & Snack - February 2020 - 120
Baking & Snack - February 2020 - 121
Baking & Snack - February 2020 - 122
Baking & Snack - February 2020 - Trays & baskets - Stacked for food safety
Baking & Snack - February 2020 - 124
Baking & Snack - February 2020 - 125
Baking & Snack - February 2020 - 126
Baking & Snack - February 2020 - 127
Baking & Snack - February 2020 - 128
Baking & Snack - February 2020 - Meeting preview: ABA - A gold mine of information
Baking & Snack - February 2020 - Events
Baking & Snack - February 2020 - 131
Baking & Snack - February 2020 - 132
Baking & Snack - February 2020 - Innovations - Contents
Baking & Snack - February 2020 - Featured innovation center
Baking & Snack - February 2020 - 135
Baking & Snack - February 2020 - 136
Baking & Snack - February 2020 - Ingredients & formulating
Baking & Snack - February 2020 - 138
Baking & Snack - February 2020 - 139
Baking & Snack - February 2020 - Equipment & packaging
Baking & Snack - February 2020 - 141
Baking & Snack - February 2020 - 142
Baking & Snack - February 2020 - 143
Baking & Snack - February 2020 - 144
Baking & Snack - February 2020 - 145
Baking & Snack - February 2020 - 146
Baking & Snack - February 2020 - 147
Baking & Snack - February 2020 - Patents
Baking & Snack - February 2020 - 149
Baking & Snack - February 2020 - New on the shelf
Baking & Snack - February 2020 - 151
Baking & Snack - February 2020 - Marketplace
Baking & Snack - February 2020 - 153
Baking & Snack - February 2020 - 154
Baking & Snack - February 2020 - 155
Baking & Snack - February 2020 - 156
Baking & Snack - February 2020 - 157
Baking & Snack - February 2020 - 158
Baking & Snack - February 2020 - 159
Baking & Snack - February 2020 - 160
Baking & Snack - February 2020 - Ad index
Baking & Snack - February 2020 - New product spotlight
Baking & Snack - February 2020 - 163
Baking & Snack - February 2020 - 164
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