On February 16th, Fat Thursday will arrive. Traditionally, it falls on the last Thursday before Lent, marking the start of the wildest week of carnival, known as “ostatki” (the final days). According to superstition, anyone who doesn’t eat at least one doughnut on Fat Thursday will have bad luck in the year ahead. So, for 24 hours, we forget about our diets and indulge in sweet treats without guilt. According to statistics, each of us eats an average of 2.5 doughnuts on this day. Here are a few tips on how to prepare for this sweet celebration of indulgence.
Where Did Fat Thursday Come From?
Looking into history, the origins of Fat Thursday can be traced back to the Middle Ages. Back then, before Lent began, grand pantry and storage cleanings were held in royal courts, where meat, sugar, and fruits were distributed. During that time, Fat Thursday wasn’t about sweets, but rather about fatty meats, lard, and bacon. From this period comes the ancestor of today’s doughnut, which wasn’t sweet at all… The precursor to modern doughnuts were fried buns made from bread dough, stuffed with lard. These were eaten during feasts, often accompanied by generous servings of alcohol. This was how people prepared for the upcoming six-week fast.
The closer relative of today’s doughnut appeared on tables only in the 16th century, when instead of lard, various fillings, such as nuts or almonds, were added. Back then, every portion had a different surprise. Whoever found an almond in their doughnut was said to enjoy abundance and success in the coming year.
Doughnuts, Angel Wings, and Other Delicacies…
Although you won’t find the traditional doughnut with fatty lard filling in today’s bakeries, history has left us with other traditional sweets. So, what do we usually reach for on Fat Thursday? A nationwide survey by the Ariadna panel in 2019* showed that 73% of us choose doughnuts. Of course, doughnuts must be filled, and 43% of respondents stated that the most delicious filling for them is rose jam. We also opt for doughnuts filled with advocaat (23%), chocolate (13%), or plum filling (9%). The second spot on the podium was taken by angel wings (also known as chrust in some regions) – crispy, sweet pastries shaped like little bows. Buyers also enjoy fluffy, cottage cheese oponki (Polish doughnuts) and their American counterparts – colorful donuts. In bakery windows, you’ll also find elegant Spanish-style doughnuts coated in icing or filled with various creams. In recent years, many modern, creative bakeries have also introduced innovative desserts to celebrate Fat Thursday, offering more refined, signature sweets.
On Fat Thursday, Almost Everyone Eats Doughnuts
Despite dietary, health, and “fit” trends, most of us plan to indulge in a traditional yeast doughnut. The average Pole eats around 2.5 doughnuts. And there are certainly some who consume many more. According to the GfK report “Polska na widelcu. Zwyczaje żywieniowe Polaków” from 2016, only 20% of people end Fat Thursday with just one doughnut. 38% of respondents said they would eat two, and 37% eat even more. Only one in twenty Poles firmly rejects the tradition and doesn’t eat a single doughnut. Despite the passing years and the current inflation crisis, a more recent survey by the nationwide panel Ariadna for the WP portal (2022) showed that this trend remains unchanged. 22% of respondents will have one doughnut, almost 40% will have 2-3, and only 10% will skip the sweet tradition.
Where? When? For How Much?
Where do we go to buy our beloved sweets? According to the GfK report*doughnuts are most commonly purchased at bakeries and pastry shops (37% of respondents) and grocery stores (37%). Long queues don’t scare us, although… In recent years, there has been a growing trend of pre-orders and doorstep deliveries. According to research, only 15% of us choose to bake doughnuts ourselves.
This year, considering inflationary factors, both we as an industry and consumers will have to brace for price increases. But will this make Poles give up doughnuts on Fat Thursday? Probably not! However, it’s worth considering the offer being prepared and tailoring it to our customers’ budgets.
A Healthy Alternative
Consumer awareness is growing more and more each year. Nowadays, Poles pay attention not only to the price but also to the quality of the products they buy. This trend is also noticeable in the sweets industry. Consumers are increasingly looking for healthier alternatives to their favorite treats, which in the case of sweets mainly means reduced sugar content, no artificial additives or dyes, and no palm oil in the ingredients. Another trend is the rise in market share of products based on plant-based milk substitutes, vegetarian, and vegan products. We also can’t overlook the growing demand for gluten-free products.
It’s definitely worth opening up to new customer groups and trying to prepare at least one healthy alternative for Fat Thursday. Gluten-free, low carb, keto, or maybe vegan doughnuts? Such an offer could certainly last longer, and with proper communication, it could attract a new group of consumers who are willing to spend more on healthier products.
Find Your Fat Thursday Idea
Fat Thursday is one of the busiest days of the year for all of us in the industry. It’s important to plan your offer, production, communication, and logistics well in advance to ensure your customers get delicious products in the right quantity and quality, making them eager to return.
We wish all employees in our industry a record-breaking sales day! Wishing you all a Sweet Thursday!
References:
* https://panelariadna.pl/news/paczki-w-tlusty-czwartek-sondaz-co-kryja-w-srodku
**https://www.wirtualnemedia.pl/artykul/tlusty-czwartek-paczek-ile-zjesc-rekord ***https://wiadomosci.wp.pl/tlusty-czwartek-niebawem-paczkozercy-juz-sie-szykuja-badania-dla-wp-pl-6739054497557408a **** https://pliki.horecatrends.pl/i/00/45/65/004565.pdf
