A huge majority of Gen Z and millennials are interested in expanding their donut horizons, according to a new survey.
Eighty-two percent of those 18 to 34 are interested in trying “unique and adventurous donut flavors” like pickle-flavored, sriracha and s’mores, according to a survey by Jackson, Michigan-based bakery ingredients giant Dawn Food Products Inc.
Dawn conducted the inaugural survey in conjunction with Donut Day June 1.
"Our company began in 1920 with the basics: two bakers and a recipe for delicious donuts and now, almost 100 years later, if you've ever had a donut in this country, you've likely tasted our ingredients," says Angie Goldberg, chief marketing officer for Dawn. "As the popularity of this sweet treat grows, our team will continue to deliver the ingredients, inspiration and innovation needed to help our customers satisfy this demand.”
Top flavors Gen Z and millennials are willing to try include:
- S'mores (29 percent)
- Mango (18 percent)
- Alcohol-Inspired (17 percent)
- Breakfast Cereal, Bacon-Infused and Peanut Butter & Jelly (all tied with 16 percent)
Additional survey findings include:
- Donuts are still a popular treat: More than a third of consumers (37 percent) eat donuts at least once a month.
- Classic flavors remain strong: More than 50 percent prefer classic donut dough flavors such as chocolate (22 percent), plain (16 percent) and old fashioned (13 percent).
- Younger audiences are most likely to branch out: 82 percent of Millennials and Generation Z consumers are interested in trying new and unique donut flavors
- Parents prefer tipsy donuts: Those most interested in trying alcohol-inspired donuts were parents (21 percent).
- More adventurous palates are out west: West coast consumers are the most adventurous donut eaters, with 72 percent saying they'd try bold donut flavors.
- Men are more spicy than the ladies: 7 percent of men said they would try a spicy donut (habanero or sriracha), while only 5 percent of women would.