Consumer Research: Tasty Donut Insights
In honor of National Donut and Jelly-Filled Donut Day, we spoke to consumers to get the sweet scoop on their donut behavior.
Snapshot:
In spite of health trends, loyal consumers are still eating this tasty treat once a week or more often.
Consumers are interested in better-for-you donuts.
Consumers are interested in a better-for-you jelly filling.
With premium donut shops popping up all around the Chicagoland area, consumers are still purchasing the most donuts from National Chains.
A Donut a Day …
Sweet and sugary, it’s no surprise as to why more than half of our consumers responded they love donuts. So, how much do they really love them?
To be exact, 44% of consumers are indulging in these deep-fried sweets at least once a week or more. While 46% of consumers eat them once to 2-3 times per month or more.
Donuts on the Go
If so many of our consumers love donuts and are eating them at least once a week, WHERE exactly are they consuming them?
We discovered that 63% of consumers are eating doughnuts in their cars, while 49% reported eating them at the office or at a party.
Consumers are looking for a no-mess treat that can be consumed on the go.
National Chain or Premium Donut Shop?
When premium donuts started trending a few years ago, specialty shops popped up all around the country and soon became hot spots for foodies everywhere.
However, we learned that despite all the premium donut shops in the Chicagoland area, 87% of consumers purchase donuts at a National Chain. While 38% of consumers purchase from a premium donut shop. This is likely due to price and convenience associated with a National Chain.
Brisan Group 2020
Brisan Group 2020
Of the consumers who reported loving donuts, 80% classified themselves as National Chain shoppers and 19% as premium donut shoppers.
Types of Donuts Purchased
With so many different types of donuts out there, we thought it was important to understand which consumers are purchasing most often.
Consumers responded saying Chocolate Frosted (51%), Glazed (47%), Sprinkled (40%) and Jelly-Filled (30%) are being purchased 2-3 times a month or more often than any other type.
“I love chocolate and it goes well with coffee. I also love cinnamon and jelly-filled. I love cinnamon because it is versatile and goes with many drinks. Jelly-filled is great because it has a variety of different textures.” -Amber K.
Top Flavor Contenders
Chocolate Frosted, Boston Creme, Glazed and Jelly-Filled are some of the most popular donuts according to consumers.
Consumers claim to choose these types of donuts the most because of taste, flavor and overall childhood memories.
Could nostalgia be an effective marketing tactic for indulgent, sugary sweets?
Treat Yourself
We wanted to know the sticky-sweet truth about why consumers eat donuts. Here’s what they said:
90% of consumers responded that they eat donuts for a treat, 70% for taste and 57% choose it for a breakfast option. Since the majority of consumers are treating themselves to donuts, it could be interpreted as an individual moment of escape.
Brisan Group 2020
Purchase Drivers
Consumers are looking for great taste, convenience, price and fun flavors when looking to purchase donuts.
Healthy(ish) Donuts, a Growing Trend
With the increase in healthy lifestyles and diets like Keto and Paleo, it’s no wonder as to why 77% of consumers are interested in a better-for-you donuts. That includes reduced-sugar, low-carb, reduced-fat, and no high-fructose corn syrup. Consumers also suggested protein and fiber-enriched donuts .
Brisan Group knows this trend has gone mainstream in the last few years, that it has now become an expectation for consumers—not from a caloric macro-nutrient standpoint, but in the quality of ingredients used.
“Consumers might be ready for protein and fiber enriched donuts that have reduced sugar and low carb—however it must be tasty.”
If available, 31% of consumer would purchase a better-for-you donuts and 32% could see themselves eating even MORE than they eat now.
When asking consumers how they would expect a better-for-you donut option to taste, 72% of consumers said it should taste the same as a donut they would typically buy. This suggests that TASTE is a key factor and shouldn’t be altered when developing a healthier donut.
“ Taste is always king, however health-conscious consumer may still be willing to purchase a better-for-you donut, as long as they know clean ingredients were used.”
Marketing a Better-for-You Donut to Consumers
82% of consumers mentioned the reason they would purchase a healthified donut is that "it would taste similar but is better for me" and 71% mentioned, "it still feels like I am indulging".
This suggests that consumers are constantly toeing the line between having a healthy balanced diet and an indulgent treat. They want to be able to enjoy something sweet without the guilt. If there was product that somehow met both standards—consider consumers lining up to buy a bakers dozen.
Are You Ready for This Jelly?
The last donut in a box is usually powdered-sugar-dusted with a cloyingly sweet filling. Which is why we were so surprised to discover that 74% of consumers mentioned they LIKED jelly-filled donuts.
Marketing Insights: Consumers responded eating jelly-filled donuts as a weekend splurge, as a breakfast option and as a reward.
Those consumers who reported not liking jelly-filled donuts indicated it was because of the taste, messiness, sweetness and texture of the jelly.
Popular Jelly Flavors
Strawberry, Raspberry and Apple are among the most liked jelly-filled donuts.
So, how do we turn everyone into a jelly-filled donut fan?
ACTION ITEMS ACCORDING TO CONSUMERS
Fill donuts with less jelly
Reduce overall sweetness of jelly
Make jelly with natural ingredients
jelly-filled donuts, but healthier?
As previously stated, 77% of consumers are interested in a better-for-you donuts. And they’re ALSO interested in a better-for-you jelly filling. Reduced sugar, no high fructose corn syrup, fiber and protein fortified were the most popular better-for-you options wanted by consumers.
Fortification of jelly could be an exciting innovation opportunity for food manufacturers that are up to the task!
Just like the donuts, consumers expect a healthier jelly filling to taste the same as the regular jelly-filled donuts they typically buy. Similarly, consumers would purchase a better-for-you jelly-filled donuts because it tastes similar, is healthier and it will still feel like they’re indulging.
Donuts, Customized
With so many consumers expressing an interest in better-for-you donuts and jelly-filling options, there might be an opportunity for donut shops to create a customization counter. Consumers could choose their healthier ‘donut shell’ option while also customizing their filling based on personal preferences.
Possibilities for donuts could include low-carb, paleo-friendly, protein-enriched and fiber-fortified.
Possibilities for jelly-fillings could include reduced-sugar, less overall filling, natural fruit and protein-enriched.
