Findings:
Donuts are increasingly being consumed outside of breakfast, as snacks or even meal replacements.
55% of donuts are eaten alongside meals or as meals themselves.
Donuts' versatility in terms of flavor, size, and portability makes them ideal for snacking.
Brand partnerships are generating demand and putting donuts in front of more consumers.
There's potential for donuts to incorporate functional benefits like caffeine or ginseng.
Key Takeaway:
The donut category has significant opportunity for growth by expanding its eating occasions and offering more than just sweetness.
Trend:
Donuts are evolving beyond their traditional breakfast role to become a versatile snack and even a meal option.
Consumer Motivation:
Consumers are seeking convenient, on-the-go snacks and meal replacements. They are also attracted to the versatility and indulgence donuts offer.
Driving Trend:
Changing consumer lifestyles: Busy schedules and on-the-go lifestyles drive the need for convenient snacks.
Expanding snacking occasions: Consumers are snacking more frequently throughout the day.
Brand collaborations: Partnerships with popular brands are increasing donut visibility and appeal.
People Referred to in the Article:
Industry professionals:
Josh Bickford, president of Clyde's Donuts
Deborah Andrews, Rich Products
Kelsey Olsen, Mintel
Chad Larson, Mel-O-Cream Donuts
Description of Consumers/Product/Service and Age:
Consumers: The article targets consumers who are seeking convenient snacks and meal replacements. No specific age group is mentioned.
Product: Donuts, including various flavors, sizes, and formats (e.g., packaged in cups, skewers).
Conclusions:
The donut category is well-positioned for growth by adapting to changing consumer lifestyles and offering more than just sweetness.
Implications for Brands:
Expand eating occasions: Focus on positioning donuts as versatile snacks or meal replacements.
Offer variety: Develop new flavors, sizes, and formats to cater to different preferences.
Partner with other brands: Collaborate with popular brands to reach a wider audience.
Explore functional benefits: Consider incorporating ingredients like caffeine or ginseng.
Implications for Society:
Increased availability of convenient and indulgent snack options.
Potential for donuts to become a more common part of everyday eating habits.
Big Trend Implied:
The blurring of lines between traditional meal times and snacking, with consumers seeking convenient and satisfying options throughout the day.
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