Despite better-for-you and health trends transforming essentially every food and beverage category, the indulgent bakery snack market—including snack cakes, pastries, doughnuts, and muffins—is generally faring well. People like to treat themselves from time to time, and the sales track record for these product areas continues to show strength.
IRI, Chicago, divides this market into distinct categories for bakery snacks and pastry/doughnuts, with the latter segmented into subcategories for pastry/Danish/coffee cakes, doughnuts, and muffins.