December 11, 2025 – Indulgent food and beverage are mostly consumed for comfort, to uplift mood or for a sensory experience. As consumers deal with everything from their own busy lifestyles to the fallout from larger global situations, moments of indulgence, treats or rewards become ever more important. Innova Market Insights highlights key trends shaping indulgence food and beverage consumption globally. We examine the consumer drivers that could inform future innovation.
Cost-of-Living Challenges
Globally, consumers are facing rising costs due to the ongoing effects of the pandemic and current global conflicts. As the cost of living goes up, consumers need to make careful F&B purchasing decisions. This often means forfeiting indulgence for essentials. As a result, affordability has become an important factor for consumers seeking indulgence.
Health and Well-Being
After environmental concerns, personal health is one of the main factors impacting consumer food and beverage choices. Global consumers are seeking a balance between treating themselves and staying healthy. They recognize that enjoyment can come from both healthy and less healthy foods. This trend shows a growing demand for indulgence products that let consumers enjoy themselves without harming their well-being.
Transformational Technology
New developments in technology help consumers make better and easier F&B choices. Also, viral trends on digital platforms greatly influence what consumers globally consider desirable or indulgent. As technology keeps evolving, it will lead to even more creativity and new options in the indulgent food and beverage category.
Multisensory Appeal and Flavor Innovation
Global consumers are motivated by experiences that engage multiple senses. Indulgent foods should look appealing, taste good, and feel satisfying, but they also need to create excitement. Indulgence trends indicate that 3 out of 5 consumers around the world are looking for new and adventurous flavors when they indulge. Nowadays, people also care about healthier choices and the effects on the environment, which are changing how we view guilt-free treats. Food indulgence is more about flavor innovations and unique sensory experiences. Brands like Joe & Seph’s offer premium popcorn in unusual flavors to satisfy both sweet and savory cravings. Markets all over the world are accepting new tastes and textures. Rich flavors, enjoyable textures, unique tastes, sweetness, and the excitement of indulging are crucial for enjoyment.
The Emotional Value of Indulgence
For many consumers, indulgent food or beverage is more than just nourishment. It’s an experience that offers comfort, boosts moods, or excites the senses. 1 in 5 consumers worldwide views indulgence as a daily treat. This number rises to 2 in 5 among French consumers.
Trend 1: Tap into Taste and Texture Trends
Indulgent flavors affect about a quarter of consumers when they choose food and drinks. Recently, there has been a shift toward more indulgent options in sweet foods. Indulgence trends reveal that texture is important because consumers want complete sensory experiences. Millennials show the most interest in indulgent flavors for both food and drinks, making them a key demographic for these trends. Generation X also likes indulgent flavors in beverages, except for hot coffee. In contrast, Baby Boomers are generally less keen on indulgent flavors, especially in drinks and some foods like sports bars and cereals. A popular indulgent flavor right now is Dubai chocolate. It combines creamy pistachio and tahini with crispy shredded kataifi pastry, appealing to those who want richer tastes.
Trend 2: Healthier Indulgence
Reductive measures often connect with healthier choices, like products that are lower in fat, sugar, or calories. For mental health, enjoying treats and indulgent foods or drinks can help relieve stress. Many consumers see feeling mentally and emotionally well as their top health goal. For some, special foods and drinks aid in coping with stress. Worldwide, 22% of consumers believe that indulging in treats helps them manage stress, just ahead of the 21% who prefer healthy eating. The sports nutrition category is changing to include ingredients that improve health while still providing a sense of indulgence. For instance, American Dream Whey Isolate Protein Powder with Double Fudge Brownie flavor balances nutrition and indulgence.
Trend 3: At Home Consumption
Indulgent snacks are mostly enjoyed at home. Consumers globally often have them as a treat, a reward, or to satisfy hunger. Indulgence trends show that half of consumers tend to eat these snacks more in familiar settings. As more consumers socialize and work from home, the occasions for enjoying these treats are increasing. Crispy and crunchy textures, along with sweet flavors, are particularly popular. Many who picked up cooking skills during the pandemic still feel drawn to the kitchen, sharing their creations with others during home gatherings. Indulgent foods are important in home cooking, especially when people want to make meals more special or recreate restaurant-style dishes for friends and family.
The Evolving Role of Indulgence
Consumers often link happy moments with relaxation, fun, or time spent with family and friends. When it comes to special food and drink during these times, brands should try to build a stronger emotional connection. This means going beyond just offering products that seem luxurious. Indulgent treats should take consumers on a journey. Brands can present new flavors from different cultures, bring back nostalgic memories, or provide unique taste and texture combinations. Visual appeal and sensory experiences are also important.
Balancing Pleasure and Health
With the rising cost of living, more people are focusing on small, everyday rewards instead of spending on big events or expensive items. This shift makes daily treats even more special. As consumers seek balance, adding positive nutrition, like protein and fiber, to indulgent snacks is becoming more important. Brands can respond to this need by creating healthier, guilt-free options that still satisfy cravings.
What’s Next in Global Indulgence Trends?
Looking ahead, the global landscape of indulgence is changing in exciting ways. Younger consumers are leading the way. They seek unique and surprising experiences that combine global flavors and influences from various categories. This creativity comes alongside a shift toward healthier indulgence. Brands are not only removing unhealthy ingredients; they are also focusing on good nutrition while maintaining rich flavors. At the same time, consumers are broadening their understanding of indulgence. They are paying more attention to the sustainability and environmental impact of their food and drink choices. Social media trends are also greatly influencing the indulgence space as viral food and drink trends play a role in creating new products and indulgent experiences. Together, these trends are reshaping indulgence by blending novelty, health, ethical awareness, and viral appeal.
This article is based on Innova’s Pure Indulgence – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more