The latest developments in the doughnut category showcase how the market trends influence the fillings, texture and ingredients used to create advancements in this popular bakery snack.
The UK’s love of doughnuts is reflected in the success of doughnut brand Krispy Kreme and other doughnut companies that have launched in recent years such as Crosstown and Doughnut Time. The innovative product launches that we see from brands like these keeps the category dynamic and will help it to continue to grow. Doughnuts are a classic product that have moved on from being a quick roadside snack, to featuring on a doughnut wall for special occasions like weddings and birthdays.
The filling is often described as the hero of a doughnut and the ingredient that makes each doughnut stand out which is why many believe innovation in fillings is vital to help drive category growth.
Philippa Knight, Marketing Director at Puratos says: “Doughnuts are enjoyed all year round, but seasonal variants and limited time offers are a great way to drive sales. We’re increasingly working with our customers to launch unique and special doughnut fillings for seasonal events like Christmas, Easter and Halloween.”