Crowing about cronuts: it’s a fad not a trend

The hybrid bakery boom has been spearheaded by the now famous cross-bred cronut, but the hype will soon settle and imitations will fall flat within a year, says Datamonitor Consumer.

Back in June, New York-based French pastry chef Dominique Ansel received a trademark for his donut-croissant hybrid. Since then, there has been a flurry of copycat products and new bakery hybrid launches, including duffins (donut-muffins), brookies (brownie-cookie) and pretzel-croissants.

However, analysts from Datamonitor Consumer said any success in hybrid bakery would be short-lived.

“In terms of the likely longevity of mass-produced cronut imitators, I would be surprised to see their popularity last beyond the next 12 months,” said Jamie Mills, associate analyst at Datamonitor Consumer.

“Once cronuts are readily available, their current ‘must-have’ appeal will reduce,” she told

As retail chains and quick service restaurants produce own versions, the concept becomes commoditized, she explained.

“Consumers will continually be looking for the novelty factor as well as new ways by which to indulge…Much of the cronut’s appeal is its elusive nature. However mass produced versions will make it constantly available and eventually, just another product in the bakery aisle.”

Senior analyst at Datamonitor Consumer Katie Page agreed: “The odds are stacked against this being a genuine game-changer in mass-market baked goods.”

Hybrid mania: What’s it all about?

Depsite there being little longevity for the cronut, Mills said that its current appeal, and desire for other bakery hybrids, remains strong as it fits into the mindset of today’s consumer.

“Being able to indulge in products which combine the high fat, sugary elements from traditional food products into a single ‘super product’ provides instant gratification in a society where the idea that fast foods and high sugar content are unhealthy and should be eaten in moderation,” she said….. Read the full article