September 22, 2025 – Occasions where indulgence occurs are defined by the sufficiency of routine. Whether it is to reward themselves like many people do or to lift the mood, the majority of this type of eating habit occurs at home and at the consumer’s time of choice. Sustaining this shift from convivial to independent consumption is not without consequence, but part of something broader and personal. In this report by Innova Market Insights, there is evidence to suggest that the way indulgence is now evaluated and perceived is changing. Delve into a deeper understanding of what defines these experiences and how economic and cultural elements are shaping the category.
What are Consumers Looking for in Snacking Indulgence?
During the composition of this report, Innova Market Insights found that consumers in the United States tend to snack indulgently at home due to comfort and familiarity. Brands seeking to tap into such snacking trends would find ample opportunities to do so. Even though a notable amount of consumers also indulge outside the home, indulgence is often driven by novelty, impulse, or exploration. When away from home, spontaneity can influence indulgences in trial and one-off purchase trends. Outside these moments, grouped occasions have proven more popular for those who are less apprehensive of guilt, as shareable meals or snacks seem to be less overwhelming
When enjoying indulgent products with others, consumers prioritize shared enjoyment, quality, and value, which reflect a mix of practical needs, tastes, and preferences. The togetherness and interaction while fitting within the larger context of the event are more important to them. Therefore, any products that are in this category need to fit with a shareable form or multi-flavored selection to have a broader appeal. Consumers want easy-to-share items that demonstrate value, not insufficiency.
What Defines Indulgence?
Indulgence can be defined differently depending on the generation. For those of a certain vintage, it can be more traditionally classed as consumption of high sugar and calorie-based snacking. In contrast, younger consumers are much less likely to associate sugar with indulgence unless there is a clear alternative to replace it, as sugar becomes a demonized ingredient. If you take a look at Generation Z, the standard for indulgence seems to be higher than that of their older counterparts. This goes beyond ingredients and is instead more about emotional sentiment.
Are There Generational Differences?
Indulgent experiences differ across generations. As Millennials are keen to explore new flavors and try more than others, those who fall into the Boomer category prefer familiar tastes or nostalgic ones. Generation Z and Generation X meanwhile, blend these tendencies, presenting opportunities for innovative takes on nostalgic flavors. More than half of Boomers, Generation X, and Millennials seek bold and unconventional products based on results from Innova’s Trend Research, challenging the idea that novelty appeals only to younger consumers. So, while experimental products can draw attention, indulgence really relies on sensory factors rather than novelty.
A closer look at findings in this report also showed that value is a key driver for indulgent snacks as much as anything else. Even if it fell behind the freshness of ingredients and richness of flavor, value still had a significant impact on whether or not consumer purchases were possible.
How Should Brands Meet Consumer Demand?
Across various categories, taste and flavor are key features, and this holds true for indulgent foods as well. Conventional reasons for indulgence are no longer universally applicable, as many people are engaging in indulgent behaviors outside of traditional motivations like comfort, self-care, or routine. The opportunity for brands to target here lies in meeting consumer demands for snacks at convenient times. Only 19% of consumers consider indulgence important for their daily self-treatments, which is significantly lower than the emphasis on attributes such as flavor and calming properties.
Many consumers use indulgent occasions as a break from actively managing their dietary intake. This does not imply that consumers will or should abandon their investments in healthier options, rather they recognize there are moments, big and small, where health is less of an immediate concern. In fact, less than one-quarter of consumers agree that health remains a concern when indulging.
Can Multi-Sensory Experiences Elevate Everyday Indulgence?
Product textures that make a snack indulgent to consumers are found to be 49% in favor of crispy and crunchy, just ahead of the creamy texture lovers. Since no single texture is overwhelmingly associated with indulgence, combining different textures is one solution to appeal to diverse palates. Indulgence can often be described as simply more of a good thing, whether it’s sugar, fat, or flavor. Incorporating multiple textures can create an indulgent profile, even without a standout feature.
Consumers are more prone to lean into the “treat yourself” mindset when out of the house. For four out of ten of those researched, the moments when they travel or commute present this opportunity for indulgent snacking. Product formats can fit in here, suggesting that single-serve, grab-and-go style products with messaging focused on earned enjoyment and small rewards on the move can be appealing.
Do Simplicity and Familiarity Drive Flavor Preferences?
Depending on the time of day, simple and familiar flavors can have an impact on choices. If you look at breakfast time, some products that may seem indulgent but hold nutritional value can find success. Light textures and flavors can ease people into the day, creating a consistent feeling, even if considered indulgent. Then, towards lunchtime, the focus is firmly on health for many consumers. Indulgence is not necessary around lunchtimes, and interest in trail and flavor are more likely to be accepted to elevate the meal experience rather than break from routine completely.
For dinner, indulgence appears through flavor depth amongst those researched. Being excessive is not a core theme, as familiar and healthy flavors remain top priorities. With that said, intentions for bold and traditional flavors rank higher at this moment in the day compared to others. The challenge here is creating balance, adding just enough indulgence to feel satisfied, but not so much that it feels entirely unhealthy.
Are Wellness Culture and GLP-1 Drugs Impacting the Role of Indulgence
Health-minded snacking and the rise of GLP-1 drugs are impacting indulgence, whether it is from a feeling of excess to a permissible pleasure. This is due to a multitude of factors like balance, portioning and mood management. There has also been a notable rise in the use of GLP-1 drugs (Ozempic, Wegovy, to name a few.), which decrease appetite as consumers look to reduce portions and lose weight. The knock-on effect here is that shoppers are adjusting their purchasing behavior also, which means indulgence is now mindful and paired with emotional wellbeing.
Consumers are also concerned with looking after their mental health more and with rising stress levels, indulgence can often be a way of coping. Innova’s data found that with record-high stress levels in the United States, there has become a normalization of indulgent snacks as a form of everyday comfort and emotional reset. These can be micro-elements of relief, such as a piece of chocolate after a stressful day or a reduction in caffeine intake, all of which are part of self-care practices rather than being considered moments of excess.
What is Influencing Indulgent Occasions?
As with any category, price can have a huge bearing on product performance and consumer habits. For indulgent occasions, there is no exception as price puts pressure on shoppers who are reserving premium treats for special occasions and relying on larger packs. Formats such as multipacks and resealable portions are also impacting how many balance value with indulgence. While premium or artisanal lines are for celebration and special occasions, maintaining approachable price points for routine treats.
Social media has long been a driver of indulgent food trends, but the digital landscape is becoming volatile and fragmented. Each generation gravitates toward different preferred platforms and partakes in various TikTok challenges and creates Instagram Reels. These viral food trends, therefore, often dictate short-term consumer interest, making indulgence a spectacle. Artificial intelligence (AI) is another technological influence, with generated mockups, faster conceptualization of new flavors, and other novel trends progressing rapidly. Yet, there is a risk that AI can increase expectations for novelty that may outpace production cycles.
What’s Next for Indulgent Occasions in the US?
Expectations in this category are evolving. It is reasonable to anticipate that further definitions of indulgence will continue to develop, influenced by lifestyle changes. Limited-run flavor personalization will be increasingly accelerated by artificial intelligence. Additionally, indulgent beverages are likely to disrupt traditional snacking occasions, as these beverages may replace or complement traditional snacks, potentially introducing new consumption occasions.
Indulgent experiences will likely center around home consumption. However, the distinction between home and out-of-home consumption will continue to blur. The demand for restaurant-quality, limited edition, and experience-driven treats to enjoy in the comfort of consumers’ own homes is expected to rise. Value sized indulgence will focus on sensory satisfaction rather than quantity. As inflationary pressures persist, price will play a more significant role in the indulgence experience, as consumers find it challenging to fit financial indulgences into their budgets.
This article is based on Innova’s Indulgent Occasions in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more