Introduction

Indulgence is being redefined. Consumers still want moments of enjoyment, but they no longer see treats as something that sits outside a healthy lifestyle. Instead, they are looking for balance, where enjoyment and wellbeing can coexist.

This shift is changing expectations across food and beverage. Indulgence is no longer about excess. It is about control, justification, and relevance within everyday routines.

A need for small moments of escape

Consumers are navigating a high-pressure environment shaped by stress and uncertainty. This is increasing the importance of small, accessible moments of enjoyment throughout the day. In fact, 53% of global consumers say they experience stress some of the time, most, or all of the time, while 53% also feel that the world is changing too fast.

As a result, indulgence is becoming less about overconsumption and more about emotional relief. Consumers want products that offer comfort without creating long-term compromise.

Health and indulgence are no longer opposites

Consumers are moving away from restrictive health behaviors toward more balanced approaches. Indulgence is no longer seen as something that disrupts health goals, but something that can fit within them when managed appropriately.

This is reflected in the fact that 45% of consumers believe a healthy diet includes occasional treats in moderation. For brands, this creates an opportunity to position products around moderation and balance, rather than restriction or elimination.

Justification is key

Consumers are actively managing trade-offs when it comes to food and drink. Rather than avoiding treats, they are building them into their routines and justifying them through healthier choices elsewhere.

Consumers are actively trying to balance indulgence with their wider health goals. In fact, 36% say they struggle with weight management because they enjoy treats and moments of indulgence. At the same time, brands must be clear in how they communicate value. 50% of consumers are willing to pay a premium for snacks with high-quality ingredients, but only when the benefit is easy to understand. Clear cues such as ingredient quality or portion size help consumers see indulgence as both enjoyable and justifiable.

Occasion shapes indulgence

Indulgence is not a fixed concept. It varies depending on the time of day and consumer mindset. Only 33% of consumers prioritize indulgence in the morning, rising to 45% in the evening, showing how expectations shift toward reward and relaxation later in the day.

This means brands must align products with specific consumption occasions, ensuring relevance in each moment.

Indulgence as self-care

Indulgence is increasingly being framed as part of emotional wellbeing. 58% of consumers say small moments of indulgence for self-care are important, reinforcing the role of food and drink as tools for managing stress and creating breaks in busy routines.

However, this does not remove the need for control. Consumers still expect indulgent products to feel proportionate and aligned with their broader lifestyle goals.

The path forward

To succeed in 2026, brands must rethink indulgence as part of everyday life. This means delivering products that balance enjoyment with reassurance, align with specific occasions, and provide clear justification.

Indulgence is no longer about excess. It is about making consumers feel confident in their choices.

This blog is based on FMCG Gurus – Permissible Indulgence – Redefining Treats in a Balanced Lifestyle – Trend Report 2026. For more information, please click here.