Food & Beverage
Photo: Einstein
January 9, 2026
Over half of Americans believe bagels are superior to doughnuts, according to a report by Einstein Bros. Bagels ahead of National Bagel Day, which is Jan. 15.
The chain’s inaugural “State of the Bagel Report,” based on a December survey of 1,000 U.S. adults, found 55% of respondents favor the bagel over its sweeter breakfast counterpart. The data also suggests the food has moved beyond its morning roots, with 52% of those surveyed saying they eat bagels at any time of day.
The report detailed the lengths to which enthusiasts would go for the staple. Nearly 36% of respondents said they would give up social media for a week in exchange for unlimited bagels and shmear, while 29% would sacrifice their daily commute music or podcasts.
“The first State of the Bagel Report confirms what we’ve always known: Bagel lovers are passionate, unapologetic and ready to break the rules,” Jessica Serrano, chief marketing officer for Einstein Bros. Bagels, said in a press release.
The findings also highlighted common, if eccentric, consumer habits. According to the study, 56% of bagel eaters admit to licking cream cheese directly off the knife, and 51% consider buying a dozen bagels at the start of the week to be “meal prep.”
If stranded on a deserted island, 33% of respondents chose the Everything Bagel as their top pick, beating out the traditional plain bagel. When forced to choose a flavor profile, 40% preferred savory shmear, while 32% found the choice too difficult to make.
To mark National Bagel Day on Jan. 15, Einstein Bros. Bagels will offer a free bagel and shmear with any purchase for guests who mention the holiday. The company, which operates over 700 locations, is part of the Panera Brands portfolio.
The survey was conducted online from Dec. 13-18, 2025, and has a margin of error of plus or minus 3.1 percentage points.
