Snackable, portable options influence donut growth

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Snackable, portable options influence donut growth

7 Aug 2026

KANSAS CITY, MO — Donuts satisfy the sweet tooth of consumers of all ages because they offer an indulgent eating experience that is affordable, accessible, and available in various flavors and formats. The global donut market is poised for notable growth, projected to reach $19.96 billion, expanding at a CAGR of 3.5% between 2026 and 2035, according to a Business Research Insights report.

Overall, the donut category benefits from consumer perception of the baked good as permissible indulgence. Portable and convenient, donuts align with on-the-go lifestyle trends, which also fuel sales increases.

“Compared with other sweet baked goods, donuts are relatively low-priced and available in flexible pack sizes, making them appealing to budget-conscious shoppers,” said Katie Ferrall, director of client insights at Circana. “From a performance standpoint, the category showed modest dollar growth of about 1.5 percent, driven entirely by perimeter sales, which are up 2.7 percent, while center store remains slightly down. One notable shift is the strength of full-size donuts, which are driving perimeter growth, while mini donuts have softened.”

Seasonality finds favor

Driven by a combination of freshness, classic flavors and affordability, perimeter donuts reported almost $2.5 billion in sales, according to Circana data for the 52 weeks ending June 14, 2026. Unit sales were up 1.4% during the same time period. Full-size donuts dominate the segment, accounting for 62.1% of dollar share, with continued growth in dollars and units. Glazed donuts remain a standout variety, delivering strong unit growth and remaining one of the top-selling flavors.

There is more driving the category than classic glazed donuts alone. According to the Business Research Insights report, seasonal and themed donuts bearing unique flavor profiles also boost consumer interest. Specialty is also gaining traction, particularly in the perimeter, with Circana data reflecting a 2.5% unit increase for this subsegment. A balance of both keeps the perimeter donut segment on the rise and appeases different consumer interests.

“A key factor behind this growth is the balance between everyday staples and limited-time or seasonal offerings,” Ferrall said. “Classic flavors generate most of the absolute growth, while seasonal varieties, especially fall-inspired flavors like pumpkin, apple cider and maple, help generate enthusiasm and drive incremental purchases.”

Perimeter donut trays represent a small share of the category, but they are showing growth that appears to be driven more by distribution gains and improved in-store visibility vs. pricing or product innovation. Ferrall observed that increased availability in grocery channels is helping expand reach and generate sales for this segment.

While center-store full-size donuts hold the largest market segment, they compete with fresh perimeter baked goods offered in full-size formats. Center store’s limited variety and lack of differentiation from what perimeter products offer make it difficult to attract gradual demand.

“Full-size donuts represent approximately 97 percent of center-store sales, yet they overlap heavily with the formats and flavors available in fresh bakery, without offering the same perception of freshness,” Ferrall explained. “Expanding into new formats, sizes or unique flavor profiles could help reinvigorate growth in this segment.”

Small pockets of growth

Overall, growth is flat for center-store donuts, but Ferrall noted pockets of growth in smaller, more snackable formats. Donut holes were a standout, posting significant gains in both dollars and units, 73% and 63.3% vs. a year ago, respectively. While center-store mini donuts remained steady in dollars — showing a 1.7% increase vs. a year ago — this product type took a hit in unit sales during the same period, dropping -9.9%, according to Circana.

“Private label is currently the fastest-growing player in center store, while some branded offerings are weighing in on overall performance,” Ferrall said.

Flavor trends in center store are also shifting, with items like old-fashioned, apple cider, cinnamon, pumpkin and glazed showing strong momentum and mirroring successes seen in perimeter donuts. Additionally, larger multi-packs such as 8- and 15-count options are driving growth, while sales of center-store single-serve donuts are declining.

“To boost center-store sales, brands should focus on differentiated pack sizes, strong value positioning and flavor combinations that set them apart from fresh bakery options,” Ferrall observed.

Niche opportunities

Circana data reflects success for premiumization across total food and beverage and total bakery. Consumers are trading up for premium brands instead of paying less for value-driven products. However, donuts appear to be experiencing slightly different dynamics as shoppers are more likely to purchase mid- or low-priced donut brands vs. those positioned as high-quality or artisanal.

“This consumer behavior reflects the fact that donuts are succeeding as an affordable treat,” Ferrall said. “Delivering on permissible indulgence at a great price will drive category growth.”

Donut offerings with health-related information — including calorie labeling and nutritional attributes — are on the rise. Ferrall noted that donuts carrying calorie-related claims have more than doubled in dollar sales. Vegan and vegetarian claims are also increasing. However, there is limited evidence that this is driving overall category growth.

“While health-conscious options are gaining visibility, they are not yet a core driver of sales,” she said. “Claims related to protein, fiber and gluten-free are relatively flat, indicating that consumers still primarily view donuts as an indulgent product rather than a health-focused choice.”

Ingredients for success

Consumers’ grocery budgets remain tight as they increasingly focus on value. Donuts are well positioned to leverage economic pressures as they cost less than many bakery treats and can often be purchased individually vs. in large packages. The baked good’s versatility in format, type and taste gives shoppers options for their varying needs and appeals to single- and multi-occupant households.

“Growth in dollar sales across retail is largely price-driven, with unit volumes tightening because shoppers have become more selective,” Ferrall explained. “As a result, price matters. To sustain growth, donut producers should focus on delivering strong value while maintaining a balance between core products and innovative varieties. Well-priced classic flavors are essential but offering seasonal and limited-time products will engage consumers and drive incremental purchases.”

Optimizing pack sizes to better meet consumer needs — particularly through value-driven multi-packs and new formats — helps differentiate donuts from other perimeter offerings. Expanding distribution, strengthening in-store positioning and embracing evolving occasions are the ingredients for successful category growth for donuts.

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