Doughnuts may still be largely associated with morning munchies, but thanks to growth and innovation in the category, consumers are nearly as likely to sink their teeth into the baked goods in the p.m. hours as they are in the a.m. What’s more, health-minded snackers may be showing interest in better-for-you options, but trendwatchers have noticed fondness for conventional offerings isn’t going away anytime soon.

To find out more about trends in the category, we spoke with Sandy Styka, sweet goods category director for the North American Flavors Division of flavor solutions firm Mane.

Jenni Spinner: Could you please share an overview of how consumer preferences and behaviors around doughnuts have evolved in recent years? Feel free to talk about ingredients, BFY aspects, dayparts folks like to eat them in, whatever comes to mind.

Sandy Styka: Traditionally, doughnuts are viewed as a fun breakfast option. However, as the doughnut landscape has evolved, they are now enjoyed as an all-day treat or dessert. This shift is driven by the emergence of unique textures and flavors that mirror traditional desserts. A great example is the popularity of the cronut—a mashup of a croissant and a doughnut—which introduces a new, elevated texture that transforms the classic doughnut experience. 

JS: Let’s talk a bit about flavors—producers in every food category innovate (there are some creative and fun things they’re coming out with), but consumers also like familiar ones. Please talk about that mix and how producers can find the right balance.

SS: While traditional flavors continue to perform well and remain essential staples in any doughnut lineup, it’s the trendy, creative flavors and textures that are generating excitement through limited-time offers (LTOs). LTOs provide a powerful opportunity for brands to push boundaries, explore bold concepts, and have a bit of fun—bringing fresh energy to the category and keeping consumers coming back for what’s new.

JS: In terms of new/trendy flavors, what are we seeing? Feel free to talk about specific flavors and broader categories (i.e., Latino and other international flavors).   

SS: When it comes to flavors, we continue to see strong interest in nostalgic profiles inspired by traditional desserts—often reimagined with a modern twist. At the same time, global influences are gaining momentum, with flavors like churro, Dubai-style chocolate, and even emerging combinations such as sweet and savory, or sweet and spicy. In many ways, the doughnut has become a blank canvas—an ideal platform for testing boundaries, experimenting with bold ideas, and creating fun, memorable flavor experiences.

JS: With pressure to cut out all things synthetic from baked goods coming from consumers as well as legislators, how is this impacting the category?

SS: We’ll see some impact as consumers increasingly look for gluten-free, vegan, or naturally colored options. However, indulgence is still very much in demand—just in more mindful portions. A doughnut fits that need perfectly by offering a satisfying treat without requiring a large serving.

What’s been especially interesting is the rise of bakeries and new specialty shops that are putting a fresh spin on doughnuts. Their focus on fresh-baked and elevated flavor experiences shows how the category continues to evolve while still delivering on consumers’ desire for indulgence.

JS: Mane has a broad range of flavor solutions for folks putting doughnuts out into the world—could you talk about some of the products, and the expertise you offer to help put those products into action?

SS: As a global flavor house, Mane offers a tremendous number of options in the doughnut space, which always begins with truly understanding the consumer. We actively engage with consumers to learn about their behaviors, motivations, and the emotional drivers behind their choices.

We then overlay these insights with emerging category and flavor trends, aligning them with each customer’s unique brand identity and market positioning. From there, the fun begins. Our creative developers craft authentic, memorable flavors designed to succeed in the marketplace.

Beyond flavor creation, we also offer unique flavor delivery systems that elevate the eating experience. These systems can introduce texture, add contrast, or allow flavors to unfold in layers—creating a multisensory journey with every bite.

JS: How do you see the category evolving in the coming months?

SS: We will continue to see both nostalgic and trendy flavors thrive in the doughnut category. At the same time, the focus on new textures will only grow—whether that’s within the dough itself, like cronut-style laminated layers, or through toppings that add a surprising sensory experience. We also expect to see more savory flavor profiles emerging, with ingredients such as tahini and miso bringing depth, balance, and a modern edge to doughnut innovation.

JS: Finally, what’s your favorite doughnut? Be as specific (i.e., the old-fashioned from Do-Rite in Chicago) or general (I like a good Boston Crème from anywhere) as you like.

SS: This is a tough one! I’m a sucker for a classic glazed or Boston crème, but working in the flavor industry means I’m always chasing what’s next. In the future, I’ll definitely be on the lookout for creative LTOs to sink my teeth into!