Donuts accounted for 7.6% of instore bakery department sales during the 52 weeks ending Dec. 29, 2012, and achieved a weekly sales average of $1,664 per store nationally, up 1.6% from the previous year. Donuts posted the strongest average sales during the weeks of Fat Tuesday (Feb. 21, 2012) and Valentine’s Day (Feb. 14, 2012).

Fat Tuesday drove the highest sales for donuts the week ending Feb. 25, 2012, with $1,964 per store. The week ending Feb. 18, 2012, earned the second highest donut sales at $1,896 per store.

The Central region posted the highest donut sales per store per week ($2,521); however, the South region had the strongest growth with a 3% increase from the previous year. All regions maintained or increased average sales with the exception of the East.

This sales review is provided by Nielsen Perishables Group. Based in Chicago, Nielsen Perishables Group specializes in retail measurement, analytics, marketing communications, category development, promotional best practices and shopper insights. Reported results are for Jan. 7, 2011, through Dec. 29, 2012.  Results were compiled from key U.S. grocery, mass/supercenter and club chains, including 17,000 stores nationwide.

For more information, contact Nielsen Perishables Group: Kelli Beckel, 773.929.7013; email: