November 5th is National Donut Day! And in the world of fried, doughy-goodness, everyone has their favorite flavor of filling. In fact, the largest percentage of donut filling fans (40%) say that Boston cream tops their list. However, fruit jam filling comes in second with 23% of the vote.
Those who enjoy a fruit jam filling tend to skew male (24% vs 20%) and Gen Z. This flavor is also popular among high-earners, as they outpace low-income earners with the same preference by seven percentage points.
However, fruit jam donut filling fans aren’t just a little different when it comes time to place their donut order. They also exhibit unique behaviors that demonstrate what sets them apart beyond the donut shop. Here’s what you need to know:
Shoe Preferences: Those who prefer a fruit jam filling are 11 percentage points more likely than those who prefer chocolate creme filling to be favorable towards Dr. Martens shoes (40% vs 29%).
Sparkling Wine Stats: While 29% of those who prefer a fruit jam filling drink sparkling wine more than once a month, just 21% of those who prefer a lemon curd filling say the same.
Snacking Habits: Those who opt for a fruit jam filling in their donuts are at least five percentage points more likely than all other donut filling eaters to snack multiple times a day.
eBay Experience: Over half (51%) of those who prefer a fruit jam filling are favorable towards shopping on eBay, outpacing those who prefer all other donut fillings by at least 16 percentage points.
A preference for a fruit jam donut filling is more than just a quirky craving. These consumers demonstrate a unique style, distinctive eating habits and a little sparkle–in their alcohol and in their lives.
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This article’s data comes solely from CivicScience’s database, which contains nearly 700,000 poll questions and 5 billion consumer insights.