Rich Products recently hosted a “Future of Fresh Bakery LIVE: Cookie & Donut Craze” webinar to share data on the fresh bakery business, specifically focusing on the growth of the cookie and donut segment.
According to Bill Heiler, senior manager of customer marketing for Rich Products, and Rachel McCrane, director, customer marketing in-store bakery and deli for Rich Products, cookies and donuts have been driving growth in fresh bakery since 2022. These desserts are comforting, craveable and nostalgic, propelled by fun concepts like Crumbl Cookies and Duck Donuts. Their consistent growth in the market can be attributed to the large variety and wide range of applicable occasions they can be used in, from entertaining to snacking.
“Affordable indulgence” is emerging as a significant trend for fresh bakery in 2025, as consumers look to small treats and rewards that can relieve stress. While the economic outlook may be promising, uncertainty makes consumers more cautious about spending, particularly regarding higher housing costs.
Cookies ranked as the No. 1-preferred dessert across generations, with donuts close behind. Notably, 68% of consumers list snacking as the No. 1 daypart for donuts — ahead of breakfast, which is only 55%.
Cookies and donuts are also trending because of the wide range of fun varieties, with assorted multipacks driving growth in both categories, according to data from Circana. Assorted donut sales rose more than 6% in 2024, while assorted variety cookies grew 5%. Assorted variety cookies can present a unique and new advantage to sales.
Donuts and cookies also provide a canvas for variety and fun with seasonal flavors and colorful decorations that can engage and surprise shoppers.
The presentation included Bethany Khol, team leader, technical counselor for Rich Products, and Kelly Moberg, technical counselor for Rich Products, demonstrating new, creative recipes for donuts and cookies that left viewers craving more. From a delectable, chocolatey Black Raspberry Chocolate Chip Cookie Sandwich to a Chocolate-Covered Donut Kabob with Fresh Fruit, the featured recipes were made available for customers and viewers who want to go the extra mile and capture consumer attention at the bakery case.
