Doughnuts
CATEGORY FOCUS
The BOTTOM LINE
- Doughnut consumers want indulgence more than health benefits
- Specialty doughnuts and adventurous flavors play second to familiar favorites
- Seasonal options attract consumers throughout the year
Doughnut delights
With classic and outside-the-box options, this sweet goods category remains as popular as ever.
Chris Lewis, Contributing Writer
Doughnuts are an American staple; while they have in the past been associated with morning meals, the sweet goods are reaching into other parts of the day. Despite some decreases in sales and rises in prices recently, they remain popular with consumers, just as they were in decades gone by.
MARKET DATA
Perimeter doughnuts saw a modest gain for the 52-week period ending October 5, 2025, according to data from Circana (Chicago). Overall, the category brought in $2.4 billion in dollar sales, an increase of 3% compared to the previous period; the full-size doughnut category made up the majority of that, with a take of $1.5 billion comprising a 4.3% gain in dollar sales for the year. Leaders in that column:
- Private label brands: $947.1 million, a 1% decrease
- JAB Holding (Krispy Kreme owner): $317.8 million, a notable 9.7% gain
- Doughnut Peddler, recently rebranded as Bakeface: $63.5 million, an impressive increase of 35.3%
HOVER OVER CHART TO SCROLL DOWN
Source: Circana OmniMarket™ Total Store View | Geography : Total US - Multi Outlet w/ C-Store (Grocery, Drug, Mass Market, Convenience, Military and Select Club & Dollar Retailers) | Time : Latest 52 Weeks Ending 10-05-25
Doughnuts situated in the center store saw a number of declines in dollar sales among the top-ranked producers, with the category overall bringing in $1.8 billion (a decrease of 3.8% for the period), with full-size doughnuts in the center made up almost all of that sales figure. The top-performing companies offering full-size doughnuts:
- J.M. Smucker: $714 million, a 1.3% drop
- Grupo Bimbo: $418 million, a decrease of 5.3%
- McKee Foods: $269.4 million, 8% less than last year
Center-store doughnut holes, while bringing in a relatively modest $26.5 million, saw an increase of 20.5% for the year; many of the top-ranked players saw increases ranging from slim to enviable. The leaders in the subcategory were:
- Grupo Bimbo: $10.4 million, a jump of 129.3%
- McKee Foods: $8.5 million, a wee 0.1% increase
- Private-label brands: $2.3 million, a 50.1% leap
Courtesy of Shipley Do-Nuts
Looking back
As Chef Kaitlyn Venable, director of culinary at Shipley Do-Nuts, reflects on recent trends, she believes “nostalgia has reigned supreme,” especially when it comes to her employer.
“While guests might try a specialty, over-the-top doughnut once or twice, the classics are what bring them back time and again,” she says. “Consumers want doughnuts that taste irresistibly good over any perceived health benefits, and they want them to be familiar.”
Nonetheless, she has also noticed trends toward beverage-inspired products, global flavors (Asian and Latin American flavors), mini, snackable items and very sweet flavors like dulce de leche and s’mores, particularly when it comes to Generation Z customers.
Courtesy of Shipley Do-Nuts
Michael Crandall, chief business officer of Pinkbox Doughnuts, agrees, as he’s found that many consumers aren’t just looking for doughnuts. Instead, “they want to be part of the moment.” For younger customers especially, Pinkbox Doughnuts has had success by “leaning into pop culture and viral trends.”
“When something excites the Internet, we bring it to life in doughnut form and aim to do it better than anything else you’ve seen online,” he adds. “It keeps Pinkbox fun, current and shareable, which is exactly what our customers love.”
While contemplating customers’ recent purchases, Peter Nolan, marketing director of Stan’s Donuts & Coffee, has noticed that doughnuts remain an “affordable indulgence” today, like always. Consequently, its seasonal favorites, such as apple cider (Nolan’s personal favorite) and Valentine’s Day doughnuts are as popular as ever.
“Some trendy flavors are working their way slowly into bakery goods—pistachio, matcha, lavender and tropical fruit,” he emphasizes. “We have also seen a lot of growth in our Mini Donuts. Grocers and consumers tell us that they like the portion control aspect, and that these are great for kids.”
Over the last 12 months, Stan’s Donuts’ wholesale purchases have steadily increased. To determine exactly what its customers have preferred throughout this timespan, the company—which owns 20 full doughnut shops in the greater Chicago area—talks to thousands of customers every week.
Courtesy of Pinkbox Doughnuts
Likewise, Pinkbox Doughnuts listens to its customers constantly. In particular, the company monitors its sales data and social media channels, particularly its customers’ feedback. Of equal importance, it consistently monitors which doughnuts sell out fastest, leading the company to steadily create its best sellers.
“We also gather insights directly through our Pinkbox Perks loyalty program, which helps us understand what flavors and promotions resonate most,” Crandall says. “And, of course, we rely on our team members in-store. Nobody has a better pulse on customer reactions than the people behind the counter every day.”
Through this steady monitoring, Pinkbox has found that the doughnut market is growing due to customers’ interests in “small, feel-good indulgences.” In recent months, limited-time and seasonal doughnuts have been very popular, as have its longstanding “OG Classics” and “Doughnut of the Month” releases.
Courtesy of Stan's Donuts & Coffee
“The combination of fun branding, consistent product innovation and community engagement has really fueled our momentum,” Crandall continues.
To better understand its customers’ preferences, Shipley Do-Nuts implements a comprehensive approach. In particular, it tests products with its customers and then acquires their feedback via several touchpoints, such as customer surveys, mystery shopping programs, rewards program interactions and social media engagement.
Additionally, the company has a partnership with Datassentials, and it acquires trend insights from vendor partners. Through its direct customer insights, Datassentials partnership and trend insights, it has a consistent multi-layered approach.
“This approach gives us real-time market intelligence from both industry experts and the people who matter most—our customers—helping us craft doughnuts that keep them coming back for more,” Venable explains.
Flowers Foods has used a multi-layered approach, regarding consumer data, too. Its primary resources have included insights from its ingredient suppliers, syndicated research tools and proprietary consumer research. As a result of this approach, the company has been able to identify emerging trends and validate its flavor concepts. It has also increased the likelihood of its product innovations aligning “with what shoppers are seeking in the sweet baked goods aisle.”
As a result of this approach, the company has been able to identify emerging trends and validate its flavor concepts. It has also increased the likelihood of its product innovations aligning “with what shoppers are seeking in the sweet baked goods aisle.” In addition, it uses its data to help inform its Tastykake brand’s seasonal doughnuts.
Courtesy of Flowers Foods
“Over the past several years, we’ve introduced a rotating lineup of limited-time flavors, such as blueberry, peach cobbler, birthday cake, pumpkin spice and salted caramel,” says Ashley Hornsby, director of brand management. “These offerings tap into flavor trends and seasonal demand, helping Tastykake maintain relevance and shelf appeal throughout the year.”
Although the overall sweet baked goods category has encountered challenges recently, as a result of the economy and ever-changing consumer behaviors, Flowers Foods’ data has proven just how resilient the doughnut segment has been, especially in multi-outlet channels. The company’s data continues to showcase customers’ high levels of engagement, leading it to implement various strategic expansion efforts.
“Earlier this year, our Wonder brand made its debut in sweet baked goods, marking a meaningful evolution for a brand long associated with American tradition and everyday joy,” Hornsby notes. “The initial product array included the launch of two doughnut varieties.”
“Consumers want doughnuts that taste irresistibly good over any perceived health benefits.”
— Chef Kaitlyn Venable, director of culinary, Shipley Do-Nuts
