Back to news British Baker Doughnuts feature - 17 October 2002 Doughnuts are alive and kicking in the UK. Despite it's current decline the £64m doughnut market is likely to grow significantly over the next 3 years. This will driven by consumer trends in snacking and indulgence as well as an increasing number of single households and growth in sales through quick service restaurants and coffee shops. These have been the key drivers behind a resurgence in the USA where they already consume 6 times more per person than in the UK. Despite a previous decline in the US, these trends along with product innovation has restimulated the market. As with many bakery snacks the same is likely to happen in the UK, predicts Tony Lucas, marketing director, Speedibake. Europes largest manufacturer of Doughnuts. Doughnuts have long been a popular treat but consumers are always looking for variations in fillings. The latest additions to the Speedibake range meet this demand with fillings that will make the doughnut equally popular as a mid-morning treat or an evening snack. They are a light wholesome treat that fills the gap and meets the need for something sweet. They can be eaten on the move, are popular with kids and can double as a pudding with a difference. Speedibake's predictions follow its recently completed U&A research into the sweet treat market, which has given a clearer and more comprehensive definition of the bakery sweet treats marketplace, closer to consumers’ own criteria for segmentation. According to Tony Lucas, "The research indicates how consumers categorise and use bakery sweet treats. With this knowledge we can now look to develop each category in line consumers' current and predicted demand with an innovative and focused new product development programme. This is what we have done with our extended doughnut range." The research also gave evidence that people like eating freshly made cakes and biscuits and like the idea of wholesome natural ingredients and the emotional values associated with the in-store bakery, which again makes the doughnut a popular choice as it is easy to use in a thaw and serve format as well as bake off. Speedibake doughnut products now available include the traditional ball doughnut with a variety of fillings including: jam, chocolate, custard and apple. There are also flavoured iced ring doughnuts, mini ring doughnuts and doughnut nuggets.