Jam trumps custard among filled doughnut fans
National Doughnut Week is set to run from 7 to 15 May this year, with bakers up and down the country raising money for The Children’s Trust with their delicious fried batter. While some may opt for the ringed variety (20%), Britons generally prefer the classic filled doughnut (52%) – but just what is the best filling?
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Overall, jam reigns supreme with a total of six in ten Britons who like doughnuts choosing either raspberry (39%) or strawberry jam (23%) as their preferred filling.
Plain custard is the filling of choice for 21%, while 9% would opt for chocolate custard instead.
Another 6% of doughnut lovers opted for something not listed on the survey. When asked to specify, these respondents’ favourite fillings included (among others) apple jam, lemon curd, and cream.
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Tastes differ among generations of doughnut lovers. Those aged 55 and over are most likely to say raspberry jam filling (46%) is their favourite. The remainder split between strawberry jam and plain custard (23% each), while only 3% would choose chocolate custard as their favourite.
Among fans aged 18 to 24 however, opinion is well and truly divided. A quarter would opt for raspberry jam (26%), while another 25% would go for plain custard, 23% choose chocolate custard, and another 18% preferring strawberry jam as their filling of choice.
While all age groups tend to prefer a round, filled doughnut, it is worth noting that these younger Britons are much more likely to be fans of ring-shaped doughnuts (33%) than their elders (13%).
See full results here