And with the most popular doughnut choices including jam-filled and chocolate, a behavioural expert has revealed what your preferences say about your personality
Three in 10 sweet-toothed Brits (29%) say a doughnut is their number one favourite tasty treat – with 51% voting a classic jam doughnut as the superior choice, research has found.
The humble favourite was followed by a chocolate doughnut (22%), while a bold 35% would opt for a custard-filled snack. And the supermarket is the most common place where people buy doughnuts (68%) – although 43% would pop to their local bakery. The poll of 2,000 adults, who eat doughnuts, also found that 36% know what they like – and are unlikely to stray from this to sample any new or unique doughnut flavours.
In light of the findings, behavioural psychologist, Jo Hemmings, has revealed what your doughnut preference say about your personality – from the reserved, traditionalist glazed doughnut fans, to the party-lovers who would munch on a chocolate doughnut. Meanwhile, those who would opt for their sweet treat covered in sprinkles tend to be young at heart, and generous with their time, spirit, and money.
The analysis comes as Compare the Market, which commissioned the research, has added new partners to their Meerkat Meals reward, offering savings on different types of food, including doughnuts.
Jo Hemmings said: “The relationship that we have with food and emotions, while unique to us all and influenced by a number of factors – including personal experience, culture, individual preferences, and social behaviour – can show distinct patterns of personality types.
“When it comes to sweet food, whether we see it as an occasional treat or an everyday must, our personality traits are reflected not just in the taste of the food, but the appearance, the smell, and that first bite, melt-in-the mouth moment. Our preferences are also shaped by our childhood experiences, where sweet food was often a treat, or associated with birthday parties and other social events. So, those that like the more playful doughnuts, like sprinkles, or a full, non-ring doughnut, are often the most playful of all, even in adulthood.”
She added: “The more reserved among us tend to stick to the enduringly popular choices of a glazed, jam, or ring doughnut. These personality types generally enjoy being organised, and having their work-life balance well under control. They are often the more practical ones, compared to their playful, party-loving friends.
“But all these personalities, with their different and distinctive qualities – from loyalty and patience, to party-loving and open to new experiences – interact well together in a social group, accounting for the popularity of mixed selection boxes of doughnuts, where everyone can have their first choice.”
Julie Daniels, of Compare the Market, said: “It’s fascinating that a doughnut choice can say so much about your personality. The variety of doughnut flavours means there will always be one for everyone. A sweet treat can give you a little boost, which can be needed from time to time – and it’s even better when you can get a great deal on it.”
WHAT YOUR DOUGHNUT CHOICE SAYS ABOUT YOU – ACCORDING TO A BEHAVIOURAL EXPERT:
- Classic glazed: You are a traditionalist. You know what you like in life, and have an “if it ain’t broke, don’t fix it” attitude. You love robust meals, like a Sunday Roast or fish and chips. A little cautious by nature, you are also modest and self-disciplined. You rank highly on the empathy scale, as you can always see life from someone else’s perspective. You’re sincere and authentic, preferring more often than not to relax in your own company than at a social occasion, as you enjoy your personal space. You’re also a patient and loyal person, always ready to listen to other people’s concerns.
- Chocolate: You recognise that life is too short, and everyone should enjoy an indulgence. So to combine two of your favourite things, chocolate and a doughnut, is bliss. You are always up for a party, and will have a wide circle of friends who know that you’re fun to be around.
- Jam-filled: While you might live in the present, you have a lot of fond memories of childhood and growing up. You’re logical and reliable, and people always know where they stand with you. You may be the organiser in your social circle, as you have great balance in life, and have a knack of being able to please most people, most of the time.
- Custard-filled: You can be quite a passionate, sometimes fiery person on the outside, but you are very kind and warm-hearted. You are a sociable person, who is always cheerful, even when life doesn’t go your way – you’re friendly, trustworthy, and empathetic.
- Sprinkles: A child at heart, you are adventurous, innovative, and a lot of fun to be around. You’re a generous person – both in spirit, and sharing money and experiences with others – as well as being confident and charismatic. Open-minded, you are a person who can improve anyone’s mood in a very short space of time.
- Iced doughnut: You love that soft crunch of icing on a doughnut. You’re genuine and kind-hearted, and know that playing hard is just as important as working hard. You’re a diplomatic person, who is able to navigate their way through problems in life with good cheer and optimism.
- Full doughnut: You are adventurous and full of good humour. Determined and trustworthy, you tend to be unflappable in a crisis. Considerate of others, you make a good friend and partner. Life doesn’t seem to be that surprising to you or your resilience, so you take hurdles in your stride, knowing that it will all come good in the end.
