“While guests might try a specialty, over-the-top doughnut once or twice, the classics are what bring them back time and again,” she says. “Consumers want doughnuts that taste irresistibly good over any perceived health benefits, and they want them to be familiar.”

Nonetheless, she has also noticed trends toward beverage-inspired products, global flavors (Asian and Latin American flavors), mini, snackable items and very sweet flavors like dulce de leche and s’mores, particularly when it comes to Generation Z customers.

Michael Crandall, chief business officer of Pinkbox Doughnuts, agrees, as he’s found that many consumers aren’t just looking for doughnuts. Instead, “they want to be part of the moment.” For younger customers especially, Pinkbox Doughnuts has had success by “leaning into pop culture and viral trends.”

“When something excites the Internet, we bring it to life in doughnut form and aim to do it better than anything else you’ve seen online,” he adds. “It keeps Pinkbox fun, current and shareable, which is exactly what our customers love.”

While contemplating customers’ recent purchases, Peter Nolan, marketing director of Stan’s Donuts & Coffee, has noticed that doughnuts remain an “affordable indulgence” today, like always. Consequently, its seasonal favorites, such as apple cider (Nolan’s personal favorite) and Valentine’s Day doughnuts are as popular as ever.

“Some trendy flavors are working their way slowly into bakery goods—pistachio, matcha, lavender and tropical fruit,” he emphasizes. “We have also seen a lot of growth in our Mini Donuts. Grocers and consumers tell us that they like the portion control aspect, and that these are great for kids.”

Over the last 12 months, Stan’s Donuts’ wholesale purchases have steadily increased. To determine exactly what its customers have preferred throughout this timespan, the company—which owns 20 full doughnut shops in the greater Chicago area—talks to thousands of customers every week. 

Likewise, Pinkbox Doughnuts listens to its customers constantly. In particular, the company monitors its sales data and social media channels, particularly its customers’ feedback. Of equal importance, it consistently monitors which doughnuts sell out fastest, leading the company to steadily create its best sellers.

“We also gather insights directly through our Pinkbox Perks loyalty program, which helps us understand what flavors and promotions resonate most,” Crandall says. “And, of course, we rely on our team members in-store. Nobody has a better pulse on customer reactions than the people behind the counter every day.”

Through this steady monitoring, Pinkbox has found that the doughnut market is growing due to customers’ interests in “small, feel-good indulgences.” In recent months, limited-time and seasonal doughnuts have been very popular, as have its longstanding “OG Classics” and “Doughnut of the Month” releases.

“The combination of fun branding, consistent product innovation and community engagement has really fueled our momentum,” Crandall continues.

To better understand its customers’ preferences, Shipley Do-Nuts implements a comprehensive approach. In particular, it tests products with its customers and then acquires their feedback via several touchpoints, such as customer surveys, mystery shopping programs, rewards program interactions and social media engagement.

Additionally, the company has a partnership with Datassentials, and it acquires trend insights from vendor partners. Through its direct customer insights, Datassentials partnership and trend insights, it has a consistent multi-layered approach.

“This approach gives us real-time market intelligence from both industry experts and the people who matter most—our customers—helping us craft doughnuts that keep them coming back for more,” Venable explains.

Flowers Foods has used a multi-layered approach, regarding consumer data, too. Its primary resources have included insights from its ingredient suppliers, syndicated research tools and proprietary consumer research. As a result of this approach, the company has been able to identify emerging trends and validate its flavor concepts. It has also increased the likelihood of its product innovations aligning “with what shoppers are seeking in the sweet baked goods aisle.”

As a result of this approach, the company has been able to identify emerging trends and validate its flavor concepts. It has also increased the likelihood of its product innovations aligning “with what shoppers are seeking in the sweet baked goods aisle.” In addition, it uses its data to help inform its Tastykake brand’s seasonal doughnuts. 

“Over the past several years, we’ve introduced a rotating lineup of limited-time flavors, such as blueberry, peach cobbler, birthday cake, pumpkin spice and salted caramel,” says Ashley Hornsby, director of brand management. “These offerings tap into flavor trends and seasonal demand, helping Tastykake maintain relevance and shelf appeal throughout the year.”

Although the overall sweet baked goods category has encountered challenges recently, as a result of the economy and ever-changing consumer behaviors, Flowers Foods’ data has proven just how resilient the doughnut segment has been, especially in multi-outlet channels. The company’s data continues to showcase customers’ high levels of engagement, leading it to implement various strategic expansion efforts.

“Earlier this year, our Wonder brand made its debut in sweet baked goods, marking a meaningful evolution for a brand long associated with American tradition and everyday joy,” Hornsby notes. “The initial product array included the launch of two doughnut varieties.”

Within the last 12 months, Stan’s Donuts has also expanded its offerings, particularly its Mini Donuts, as it launched flavors like Mini Apple Cider and Mini Pumpkin Spice Latte. Pinkbox Doughnuts has created some new products lately as well, via its “Doughnut of the Month” program and holiday lineups—fan-favorites that have helped the company “keep things fresh and fun.” 

Throughout 2025, Pinkbox Doughnuts has been very successful with its limited-time doughnut offers, inspired by viral trends. In addition, some previous favorites have recently made a comeback.

“The Poppin’ Tart is popular during back-to-school season, while the Green Machine 2.0 is a pistachio-themed doughnut that customers were eager to see back on the line,” Crandall says.

Shipley Do-Nuts has also been busy with its releases the last 12 months, as it’s launched a variety of new products, including Apple Fritter Bites (July 2025), YAYs mini beignets (January 2025), and a cold brew doughnut (September 2025)—the company’s first release of its kind.

“We’ve focused on operational simplicity, leveraging current ingredients and timing launches around seasonality and major events in our primary markets to maximize impact and streamline execution for our franchisees,” Venable stresses.

Looking ahead 

In preparation for 2026, Stan’s Donuts is planning numerous initiatives, including some private-label partnerships. Regarding research and development, its projects include, but aren’t limited to, a lemon pistachio doughnut and a croissant doughnut.

Furthermore, Flowers Foods’ Wonder doughnuts will be featured in the company’s “Deploy the Joy” partnership with the United Service Organizations (USO). This partnership will align with the United States’ 250^th birthday.

“The initiative will bring added visibility to the brand while also reinforcing our commitment to community and celebration,” Hornsby says.

Although Shipley Do-Nuts has an array of new products in development, which will be tested in its company-owned shops throughout the remainder of 2025, it currently has a couple primary goals for the future. First, it’s focused on enhancing its core offerings, while also increasing its existing menu’s overall potential. And second, it will be expanding its savory kolache lineup soon; kolaches are essentially pastries with various fillings.

“This lineup has become incredibly popular with guests and now accounts for about a third of our sales,” Venable shares.

Finally, as it looks ahead to 2026, Pinkbox is focused on growth and innovation. For instance, it will open new Pinkbox locations, while expanding its presence in Las Vegas, too. When it comes to products, new flavor combinations will be released to “keep fans excited.”