Today, we think of donuts as a multi-daypart treat with nuances of sweet, savory or herb-infused, but the consumption of donuts has not always been so widespread.

In the 1930s, the Doughnut Corporation of America (DCA), Ellicott City, Md., looked for a way to popularize donuts in North America with the establishment of the National Dunking Association. DCA’s founder, Adolph Levitt, was also the inventor of the donut machine. Members of 300+ National Dunking Association chapters were encouraged to eat donuts using the Official Dunking Rules and its roster included famous members including Johnny Carson, Jack Lemmon, Martha Graham and Red Skelton.

The first occurrence of National Donut (or doughnut) Day took place in 1938 as a celebration of 250 Salvation Army Donut Lassies, female volunteers who served donuts to soldiers in WWI. The Donut Lassies set up field bases in France to make donuts for soldiers fighting near the front lines, providing nourishment along with emotional and spiritual support. When those US soldiers returned home from Europe, they were known as doughboys.

The wartime connection between donuts and service was repeated again after the bombing of Pearl Harbor on Dec. 7, 1941. Throughout the US, American Red Cross (ARC) volunteers supplied aid and provided a source of communication between citizens and the military. The ARC volunteers also included 205 women, known as Donut Dollies, who went overseas to provide food and entertainment for U.S. serviceman stationed in the U.K. and Europe.

The Donut Dollies served out of mobile service clubs known as Clubmobiles. The converted single-decker buses contained coffee makers and donut equipment donated by Levitt’s DCA. A report from December 1944 found the Donut Dollies served 4,659,728 donuts to troops in Great Britain, France, Germany, Belgium and Luxembourg until VE Day, which commemorated the surrender of Nazi Germany on May 8, 1945. These women also served post-war Great Britain and the Army of Occupation in Germany until 1956, according to reports written by Carolyn Apple, a volunteer for the Delaware Division of Historical and Cultural Affairs, Dover, Del.

The tradition of linking donuts with connection and community still continues today. This year, Clyde’s Donuts, Addison, Ill., will partner up locally with Jewel and the Salvation Army to spread community joy through free donuts.

Not just for breakfast

A whopping 88% of U.S. consumers say they love or like donuts, according to Datassential, but building a successful donut marketing campaign begins with understanding how today’s consumers think about and enjoy donuts, said Deborah Andrews, director, product — donuts, Rich Products, Buffalo, N.Y. A survey conducted by the company found 68% of consumers see donuts as a daytime snack, 55% enjoy them for breakfast, 53% indulge in them as a late-night treat, and 39% serve donuts at social gatherings.

With 51% making impulse buys in the instore bakery and 50% of bakery shoppers purchasing baked goods to satisfy a sweet craving (Acosta Group Shopper Community 2024), it’s critical to keep bakery cases filled with donuts beyond the early morning hours. But this can create a challenge for instore bakers to keep fresh donuts available for cravings that occur throughout the day.

Bill Heiler, customer marketing, Rich Products, recommends offering a variety of donut options including on-the-go donuts in a cup, mini donuts and indulgent dessert varieties along with full-sized donut flavors and fillings. The popularity of donut holes also aligns with key consumer needs such as delicious flavor, grab-and-go convenience, indulgence, snacking, shareability and portion control.

Catching attention

Merchandizing helps to create a memorable experience for bakery customers. This includes designing bright and inviting displays of fresh donuts along with artisanal and natural elements such as wood and chalkboard signs to invoke a café-like feel. Promotions that link donuts and a grab-and-go beverage can also drive instore traffic.

Rich Products’ bakery technicians work with its customers to showcase eye-catching treats that capture shoppers’ attention, including the development of customized POS materials. Rich Products also hosts quarterly Future of Fresh Bakery live events. Its March 10 event focused on donut insights and new donut variety ideas to keep assortments fresh to continue growth in the category.

Use of eye-catching labels can also help grab attention, persuade impulse purchases to boost sales, and help ensure product safety and convenience. Additionally, the use of strategic packaging can help alleviate lost sales when a shopper’s first choice is unavailable, said Destiny Buccieri, marketing manager, Yerecic Label, New Kensington, Pa.

“Labels play a crucial role in bakery marketing by serving as both information tools and visual attractors,” she said. “Innovative labeling solutions can enhance merchandizing, build customer loyalty and maximize sales at the point of purchase.”

What’s trending on social media can also be a source of inspiration, but keeping track of everything that’s new and trending can be difficult. This is why consistency is key — promoting before, during and after National Donut Day.

Every day special

When it comes to making every day a donut day, instore bakers have a unique advantage in the form of freshness and sensory appeal, according to Stephanie Ortmann, marketing director, Clyde’s Donuts. Ortmann recommends leveraging seasonal and LTO flavors to create urgency and repeat visits. Instore signage and cross-promotions can also boost sales, but make sure pricing is clear.

“Don’t be afraid to get creative with your donut setups,” she said. “Tiered displays, clear cases and mixing flavors by color or theme can help elevate the presentation.”

Indulgent products like donuts continue to do well despite an ongoing awareness of BFY products. Circana’s State of Snacking report found consumers still seek out true indulgence in their snacking, one reason being that consumers want and need to treat themselves. This might even culminate in the form of protein-packed donut options filled with scrambled eggs, sausage, cheese or avocado, creating a meal or snack that’s both filling and indulgent.

“These delectable treats, with their classic flavors, toppings, and fillings, have delighted generations of consumers,” said Jenna Nelson, marketing manager, Cargill, Minneapolis. “Now, however, alongside those traditional offerings, you’ll also find donuts that reflect broader trends in the bakery aisle.”

Donuts also offer an all-family appeal. The ability to buy an assorted pack of donuts in a flavor that suits each person in the family offers an at-home crowd-pleaser that’s also more cost-effective than purchasing items from a separate category or brand for each family member, according to Michael Parkey, consultant, Client Insights for Circana. He suggests instore bakers also keep an eye on the expansion of the Krispy Kreme Delivered Fresh Daily program, which includes specialty LTO offerings along with its traditional glazed donuts.

The ability to pick and choose when and where donuts are consumed grows even greater with demand for seasonal and limited-time offerings (LTOs). Datassential found the fastest-growing donut flavors and varieties over the past year include cheesecake donuts, churro, orange, saffron, berry and dulce de leche. These LTO and seasonal products are a great way to spark impulse buys, while their limited availability plays into a scarcity mindset.

Demand for innovative seasonal and LTO flavors was the inspiration for the introduction of seasonal 4-pack donuts at Clyde’s Donuts this year. Summer LTOs include Blueberry Lavender Old Fashioned donuts and Pink Lemonade Cake donuts. Clyde’s is also seeing a rise in clearer label products and mini and bite-size treats as consumers look for portion-controlled indulgence.

Trends reports conducted by FMI The Food Marketing Institute, Arlington Va., encourage retailers to understand the importance of everyday celebrations including national observances, birthdays and anniversaries. The ability to work with consumers to embrace these everyday occasions offers instore bakeries a way to embrace an evolving definition of value. This includes offering sensory features like baking bread or frying donuts instore as a way to resonate with freshness and play to the senses. It also communicates value.

“Value is about more than just price,” said Rick Stein, vice president of fresh foods, FMI. “It’s about experience, relevancy and quality, and retailers have an opportunity to offer these qualities year round and to demonstrate value through freshness and taste.”

Flavor innovations driven by foodies and social media continue to inspire bold and unexpected flavor combinations such as sweet-savory pairings of pretzel or bacon bit toppings. Instore bakers are taking note, featuring donuts that provide a nostalgic twist along with globally inspired treats such as Mexican churros and dulce de leche. The addition of eye-catching presentations that include vibrant glazes and over-the-top toppings can be another way to turn donuts into irresistible showstoppers that draw customers in, Nelson said.

“The world of donuts is evolving with flavors becoming more diverse, globally inspired and geared toward sophisticated palates,” Heiler concluded. “Expect the rise of dessert hybrids and globally inspired flavors to continue shaping the donut landscape.”

Packaging

• 51% prefer pre-packaged, 25% prefer not packaged with self-serve, 24% prefer not packaged with clerk assistance
• 53% want to be able to see the items through the packaging
• 45% want to have packaging that makes items last longer
• 38% want product labels with information on nutritional content and ingredients
• 36%
• want to have product labels placed on the package where you can read them
• 32% want to have different pack sizes
• 28% want to have environmentally friendly packaging

FMI The Power of In-Store Bakery 2024