Indulgence

Beverages: 3 trends to watch in 2025

Prioritizing Pleasure

Consumers are seeking enjoyment and comfort in their beverage choices

In 2025, people are embracing a more balanced approach to health — one that allows for occasional indulgence. As day-to-day stress remains high, beverages are becoming a simple way for consumers to relax and enjoy a moment of escape.

Hot drinks like tea, coffee, and hot chocolate continue to be especially popular for these self-care moments, as they’re often associated with warmth, comfort, and familiarity.

When it comes to indulgent beverages, taste is the top priority. Even when a drink offers functional or health-related benefits, flavor remains the key driver of perceived value — FMCG Gurus' consumer insights show that 70% of consumers say taste is the most important factor when deciding if a drink is worth the price.

Bright and Bold

Beverages are becoming a form of personal expression

While some consumers continue to seek familiar, nostalgic flavors, others are using beverages as a way to express individuality. Brands can meet this demand by creating drinks with enhanced sensory appeal — including unique flavors, textures, and colors.

This approach not only enhances the overall experience but can also justify premium pricing. As global flavors become more accessible, consumers are more open to trying new and exciting taste profiles. Though sweet flavors remain the most popular, interest in spicy or bold options is growing. For example, FMCG Gurus' market research reveals that 82% of consumers say they enjoy hot and spicy flavors, indicating a desire to try something different and stand out.

The Mantra is Wellbeing

Emotional wellness is a key focus for consumers

With stress and anxiety on the rise, consumers are increasingly looking for beverages that support emotional and mental wellbeing. Many are taking a holistic view of health, looking for products that can help improve mood, reduce stress, and increase energy.

Botanical ingredients are gaining popularity for their perceived natural health benefits. These ingredients are often used to support sleep, immunity, and relaxation, and are also being seen as alternatives to alcohol. They offer some of the same benefits — such as helping people unwind — without the negative effects.

However, clear labeling is important. FMCG Gurus' consumer insights indicate that around 30% of consumers say they would not recognize the use of botanicals in a beverage unless it is clearly indicated. To build trust and awareness, brands need to clearly communicate ingredient benefits on the packaging.

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This article is based on FMCG Gurus: Beverages: Four things to get right in 2025 - Category Report. For more information, please contact us at info@fmcggurus.com.

Foodservice: Creating indulgent experiences and building trust

Introduction

The foodservice market continues to face challenging conditions. Although the industry is benefiting from consumers increasing their dependence on out-of-home venues for convenience and indulgence purposes, the cost-of-living crisis is still affecting spending in the foodservice channel. FMCG Gurus research shows that consumers visiting high street or takeaway outlets are looking for high quality produce. This includes affordability/value and a sense of occasion when choosing the location of purchase.

Indulgence-led foodservice experiences

Capturing consumer attention within the foodservice channel can be difficult. This is especially true at a time when consumers are exposed to more choice than ever before. This can be seen both on the high street and via direct-to-consumer delivery channels. Seven in ten global consumers surveyed stated that they are looking for products that excite them at a foodservice outlet. This highlights the importance of offering a memorable experience which could encourage consumers to trade-up. Consumers are most interested in indulgent and hedonistic experiences. This aligns with the larger trend of people turning to food and drink for escapism during an era of anxiety and global uncertainty. Menu innovation continues to be of high importance. Therefore, when appealing to consumers considering which outlets to visit, new offerings should be positioned as offering a premium experience.

Trust, transparency and perceptions of value

For consumers, trust and transparency is synonymous with value. This is because consumers feel that maximum care and attention has been given to creating authentic products. Trust can also encourage trade-up if consumers think prices are because of brand philosophy rather than profit maximization. When asked what makes a foodservice outlet more trustworthy, global consumers were most likely to identify “transparency over how products are made” (81%). In addition, 69% of consumers said “ethical/environmental credentials”. These attributes are interlinked and highlight the importance of foodservice outlets being seen to be acting in an ethical and honest manner along the supply chain.

These attitudes towards the environment and sourcing ingredients will reflect the quality and attentiveness they put into the making of products. Perceptions of premium are also likely to be swayed by ethical credentials and natural, high quality ingredients. This further emphasizing the link between trust and quality and how consumers are attentive to ingredients, using this as a benchmark for shaping perceptions of quality.

Brand voice and strategic storytelling

Outlets should look to emphasize brand values and provide the story behind the products sold. This includes the sourcing of ingredients and the creativity around the creation of recipes to highlight to consumers that products are the real deal and worth trading-up on. A strong brand voice and heritage will contribute towards the consumer experience, creating a memorable occasion and encouraging repeat visits.

This article is based on FMCG Gurus – Foodservice Trends - Country Reports 2025. To discover more, please click here.

Indulgence: 5 trends to stay ahead of

Introduction to indulgence: Acknowledging indulgence as part of a healthy diet

“Prioritizing Pleasure” stands out as one of our Top Ten Trends for 2025, reflecting a broader consumer shift toward seeking reward, enjoyment, and escapism without guilt. In today’s uncertain environment, consumers increasingly view indulgence as a vital aspect of self-care. They recognize that a healthy diet encompasses a variety of foods and drinks, including the occasional treat in moderation. Notably, 58% of global consumers use indulgence as a means of self-care, while 45% associate a balanced diet with variety—highlighting the acceptance of indulgence as an integrated part of wellness.

Consuming indulgence on a budget

Despite a decreasing sensitivity to price, consumers in 2025 continue to navigate the challenges posed by rising living costs and inflation. Consequently, when indulging, they seek to maximize value. A practical method many employ is ensuring that splurges cause leftovers for later enjoyment, such as ordering takeaway with leftovers to savor over multiple days. Additionally, preparing comfort meals from scratch not only saves money but also reduces dependence on processed ingredients, enhancing both health and economic value. As a testament to this trend, 51% of global consumers have embraced cooking at home to save money.

Premium comfort: Elevating traditional offerings

In times of uncertainty, the quest for comfort and escapism through indulgence increases. About 65% of consumers report seeking small indulgences for self-care at least some of the time. The changing world drives people to value tradition, with 69% finding comfort in food that evokes nostalgia. In response, brands are premiumizing classic products to enhance perceived value, enticing consumers to indulge more freely or make impulsive purchases.

Retro mindset: Nostalgia for simpler times

In 2025, many consumers perceive the modern world as fast-paced and overwhelmingly mass-produced, often lacking genuine connections. Generation Z is a significant force in pushing back against this trend. Many young people long for a time they never experienced—namely, the 1970s, 80s, and 90s—associating these decades with fun, simplicity, and freedom. This longing has fueled the popularity of neo-vintage packaging, with 58% of global consumers inclined to try products featuring distinctive, nostalgic designs.

Beyond packaging, Gen Z is reviving traditional social practices, such as hosting dinner parties to strengthen community ties. Other vintage-inspired trends include using disposable cameras to capture authentic moments, distancing themselves from the pressures of curated social media. Brands can capitalize on this nostalgia by introducing limited-time products that resonate with the vintage aesthetic, appealing to a generation eager for genuine connections and experiences.

This is based on FMCG Gurus – Indulgence: Top 5 Trends for 2025 - Trend Resource. To discover more, please click here.

Snacking Habits and Rising Costs: How Brands Can Create Value

Introduction

Snacking is a daily ritual for many consumers, whether that is for seeking out of a much-needed energy boost to get them through their long day, or simply as a small moment of indulgence. In this current cost-of-living crisis, many consumers are making all important cutbacks on their food shop as they struggle with everyday living costs. Snacks are an item deemed as non-essential by some, meaning brands need to do all they can to increase perceptions of value and encourage consumers to purchase.

Snacking Habits

Meal skipping is common across the globe and many consumers choose to replace meals with snacks. Our research finds that breakfast is most commonly skipped, with nearly half of global consumers saying they skip it at least some of the time. This tendency to skip meals means that snacking occasions tend to be more frequent and need to satisfy various need states, especially as the concept of what constitutes a meal and a snack becomes more blurred.

Snacking is common across the globe at all times of the day. Even though breakfast is the most commonly skipped meal, consumers are least likely to snack in the morning, demonstrating that snacking is not driven purely by the desire to satisfy hunger. The desire for energy is the main reason why consumers snack in the morning, with 49% saying they snack in the morning for an energy boost. In the afternoon and evening, consumers are snacking as they want to satisfy hunger, with half of consumers saying this.

Consumers state they are snacking more, but are trying to be more-health orientated, however there is likely to be an attitude/behaviour gap. Our research finds that 28% of consumers snack more frequently compared to twelve months earlier and 31% say that their snacking has become healthier over the last year. Consumers could be snacking more due to the current cost-of-living crisis resulting in consumers seeking moments of comfort and escapism, despite this many will choose to seek out better-for-you snacks.

Health

In recent years, consumers have taken a more proactive approach to health, as the pandemic resulted in them re-evaluating their perceptions of wellness. While fear of the pandemic has passed, consumers remain committed to leading a healthier lifestyle, especially as many people feel their health has improved over the last few years. This means consumers are more attentive to the ingredients they consume, seeking out functional ingredients, while minimizing their intake of ingredients they do not deem healthy such as sugar.

Our research finds that 64% of global consumers check the nutritional labelling when seeking out snacks, of these consumers 65% are checking for the sugar content. Following this, 53% check the calorie content and 45% check the fat content. This highlights that consumers are most likely to check the content of ingredients they deem unhealthy rather than ingredients that can boost their health. This shows that when it comes to the average snacking occasions, consumers are more likely to seek out better-for-you products associated with moderated intake of “bad” ingredients, as opposed to seeking out products that are seen to contribute to health positively. Furthermore, consumers are more interested in snacks being guilt free, rather than functional, as 64% of consumers say that Avoiding/moderating the intake of ingredients that are associated with being bad for your health (such as sugar) is the most important priority when buying snacks.

Enhancing Perceptions of Value

Brands in the snacking industry need to promote the concept of affordable indulgence. Although consumers have low financial confidence, they are still willing to purchase non-essential foods and products that elicit an emotional reaction – especially as they cut down spending on bigger ticket products and services, such as visits to the foodservice channel.

Our research finds that convenience is more important than indulgence when seeking out snacks at all times of the day, for example, in the morning 75% of consumers say convenience is most important. By promoting convenient and quick snacks, this will enhance consumers perceptions of value, something which is vital in a cost-of-living crisis. Furthermore, for a snack to be perceived as higher quality, natural claims is the top response given by consumers when asked “what do you think makes a snack more premium/ higher quality?”, with 62% of consumers saying this.

This article is based on FMCG Gurus: How to Create Value in Snacks - Global Report - 2023. For more information, please click here.

Global Confectionery Trends in 2022

Introduction

Confectionery trends have shifted since the pandemic. As a result, it is essential that brands in the confectionery industry are staying up to date with consumer need states in this market. The pandemic brought about a noticeable decline in snacking and greater attention to health-consciousness. This meant that a large portion of consumers monitored and moderated their intake of certain food products during the pandemic. However, this has created a lasting effect among consumers. FMCG Gurus consumer insights reveal that 75% of consumers are drawn to product claims of no GMO’s, followed by no additives, sugar-free, and natural. This indicates that many consumers are prioritizing products deemed as natural and with free-from ingredients which aid health. Interlinked with this are green and clean claims. This is due to consumer interest in products that are not detrimental to the wider environment.

On the other hand, it is important for brands to note that health claims should not be overdone, as indulgence is still favored by consumers. This includes the sensory appeal of traditional and nostalgic flavors for moments of escapism. Further to this, consumers aim to relax and unwind via confectionery products. For instance, FMCG Gurus consumer insights reveal that 66% of consumers purchase confectionery products as a treat or reward. This indicates that consumers associate confectionery products as a form of unwinding from the pressures of everyday life. 

Researching About Products

In terms of the health-conscious approach, the act of researching products before purchasing is common among consumers. For example, our findings demonstrate that one third of consumers who purchase confectionery say that they regularly research confectionery products. 

Not only does this highlight a health conscious approach, it also suggests that consumers are not overly brand loyal and will choose between different products to determine the products that best meet their need states. Moreover, in the process of researching FMCG Gurus findings illustrate that 71% of consumers research into the nutritional information of products. 

Our market research illustrates a noticeable jump between 2020 to 2022 of functional/medicinal confectionery. For example, in 2020, 20% of consumers had said that they had purchased this form of confectionery either for themselves or for a member of their household. This demonstrates that consumers have become increasingly attentive to the nutritional value of food products and ingredients, and are seeking out confectionery products with both sensory appeal and a nutritional boost. In addition, this also reflects the proactive and holistic approach taken by many consumers to maximize their health and wellness through conscious consumption. 

Candies and Gummies

Nevertheless, consumers are continuing to prioritize confectionery as it offers moments of escapism and indulgence. Globally, consumers purchase a variety of confectionery products. This ranges from candies and gummies, to hard boiled sweets, to functional and medicinal confectionery and more. However, the most popular form of confectionery are candies and gummies. FMCG Gurus insights highlight that 76% of consumers have purchased candies and gummies either for themselves or for members in their household within the last twelve months. This highlights that consumers are continuing to seek out confectionery products that will provide them with small indulgences.

Cost of Living

Confectionery brands must note that the current recessionary climate is influencing consumers' shopping habits. FMCG Gurus consumer insights reveal that of consumers who actively research into products, 64% of consumers research the price of confectionery products. This highlights that consumers are looking to reduce their spending on items that they may deem as non-essentials, and are seeking out more cost-effective and value for money confectioneries. This suggests that brands must be promoting perceptions of value around their products, which will enhance the consumer likelihood of purchase, as they will associate these confectionery products with being good quality and good value for money. 

This article is based on FMCG Gurus: Global Confectionery Trends in 2022.