Pardon the Interruption
Three of the most-popular bakeries in the United States are donut shops, according to Instagram data cited by Travel + Leisure magazine in a recent article on BakingBusiness.com. Players across the industry have taken note of this development and are making donut innovation a priority in the kitchen. Retailers already have been capitalizing on this trending dessert, with supermarket sales of fresh donuts rising by an average of 5.2% annually over the past four years.
While traditional glazed or iced donuts will remain a cornerstone of the category, retailers and suppliers have noticed how donuts with enhanced taste or striking visual appeal can catch on through social media, and they are evolving their offerings in response. Not only are consumers looking for new donut products, they also are more willing than ever to pay a premium for creativity. No longer regarded merely as bargain items, donuts are now commanding a higher price, thanks to interesting flavor combinations, quirky toppings, and specialty concepts.
Meanwhile, donuts are breaking out of their traditional morning breakfast stereotype, as consumers look for fresh treats throughout the day. This transition to all-day experience can be attributed to savory donut flavors that are just as fitting for the afternoon, and also to an increase in late-night snacking.