Simple Pleasures – Opportunities in Treat & Reward

When seeking to treat and reward themselves 61% of consumers globally say they most commonly choose “everyday moments of happiness I can experience” followed closely by “smaller everyday treats I can consume”.   

This strong appreciation for simpler, everyday treats and experiences is consistent across age groups and presents innovation opportunities for food & beverage as well as beauty & personal care brands.  

Innova’s research shows that higher income groups tend to favor moments of happiness to experience over smaller, everyday treats to consume, with the opposite being true for lower income groups.  

Simple Pleasures – Targeting the Opportunity in Treating & Reward

When targeting this opportunity there are also important country differences to consider. Consumers in France, China, India and Indonesia most strongly favor moments of happiness to experience over everyday treats to consume. Boosting mood, driving emotional connections, and creating moments to remember are potential ways to unlock the opportunity among these consumers.  

German consumers in contrast favor everyday treats to consume so are likely to be more engaged with the consumption experience itself delivering against their needs from a treat. Sensory attributes like texture and flavor as well as ingredients and packaging will play an important role.  

Innova’s Consumer Trends 2023 Report provides in depth insight into the key trends shaping consumer demands and behavior. It also examines how brands are responding and highlight’s themes for innovation. Contact us to find out more. 

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