September 22, 2025 – Indulgent occasions have escaped the confines of birthday cakes and holiday desserts to become everyday punctuation marks: brief, self-defined moments that add joy or comfort to otherwise ordinary routines. Nearly half of consumers reach for a treat chiefly to reward themselves or lift their mood, and 6 in 10 do so at home, often alone, controlling portion, timing and flavor on their terms. Indulgence has therefore shifted from a guilty pleasure to moments that deliver emotional payoff without requiring company, planning or ceremony.

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