Donuts represent true indulgence. They are sweet treats, and consumers don’t seem too concerned about putting limits on that. Still, there are ways that donuts deliver on limited indulgence, starting with them being individually portioned goodies.

“The vast variety of donuts allows consumers to control their level of indulgence,” pointed out Dawn Aho, principal of client insights, bakery vertical at Circana. “There are old-fashioned donuts and crullers that have no added sweetness (glaze). Donuts holes and mini donuts allow for portion control, while cream-filled and frosted donuts provide a more indulgent option for consumers looking for a sweeter treat.”

Chad Larson, vice president and chief operating officer, Mel-O-Cream Donuts International Inc., Springfield, Ill., said his company is dabbling in smaller donuts, which started as a customer request. The donuts, which come three to a package, are gaining traction for a lot of reasons. 

“Part of the reason is because of the health consciousness of it and understanding moderation,” he said. “The other thing is a lot of these are shared items. You get a package of three. They’re small so each person can have one. And you can change variety and package them differently.”

The smaller sizes also help keep costs down for consumers, Larson added.

Pieter Hullaert, business development North America, DonutworryBehappy (DNWBH), which is part of La Lorraine Bakery Group USA, Holicong, Pa., said that while donuts are often a morning treat in the United States, consumption habits in Europe are more diverse.

“We’re noticing a shift as more customers pair donuts with coffee, creating an appealing combo for afternoon snacks or midday pick-me-ups,” he said. “This combination not only strengthens their position as a morning staple but also introduces new opportunities for enjoying donuts later in the day, broadening their appeal.”

He said consumers are looking for different textures, and DNWBH has taken inspiration from indulgent desserts like chocolate mousse, strawberry cheesecake, lemon meringue and apple crumble, encouraging customers to enjoy them as desserts later in the day.

Bakers can expand the appeal of donuts into different parts of the day through formats and pairings that create a more snackable identity for the category, said Kelsey Olsen, food and drink reports analyst, Mintel. 

“Bite-sized formats, for instance, are portionable and can be a better fit for a sweet snack, whereas donut pairings like tea or coffee can encourage an experience outside of just the morning time — think an afternoon mini donut with tea,” she explained. 

She also pointed out that indulgence has been redefined in the past few years as a lifestyle choice that supports mental well-being and offers moments of joy.

 “Keeping enjoyment and the ‘self-care’ component of indulgence at the core while focusing on formats that allow more portion control can bring a balance of enjoyment and health and will be a continued opportunity for indulgence categories like donuts,” Olsen said.

Aho pointed out that many brands offer consumers recipes using donuts, which encourages creativity and helps people see the product in a different light. This provides an opportunity for new consumption occasions.

“Using social media, bakeries can also feature content highlighting how donuts could be a dessert or a midnight snack,” she said. “Over the last few years, we’ve seen donuts that have included caffeine, protein and fiber as well as gluten-free and vegan donut mixes.”

Larson said the idea that donuts are only bought in the mornings is a misconception and retailers should be promoting them later in the day.

“Frankly, a major number of the donuts are older because they’re made in the morning and sell in the afternoon because that’s when people go shopping for the next day, so they’re almost always eating a day-old donut unless you go that morning and take them to work for some special occasion,” he said.

He said Mel-O-Cream does business with a shop that sells donuts on one side and has a bourbon bar on the other.

“They package the day-old donuts at the end of the day and put them on the counter in the bourbon shop and sell them for people to take home, and they sell out every day,” Larson said. “Matter of fact, we make donuts at the end of the day to take over there because people are buying so many of them.”

Americans love their donuts and while many are eager to try out new flavors, others come back again and again for their favorites. 

Donut makers have plenty of incentive to keep cranking them out.

“People still want their treats, and donuts are a reasonably priced treat that they can have as an indulgence, and it’s almost recession-proof,” Larson said. “Excitement and enthusiasm for the industry over the last few years hasn’t let up. I’m hoping that wave continues for a few more years at least. I’m not quite ready to retire.” 

This article is an excerpt from the March 2025 issue of Baking & Snack. To read the entire feature on Donuts, click here.