July 17, 2024 – With rising stressors affecting everyday life, consumers need an outlet. Indulgent products are a powerful option for consumers to mitigate anxieties and relax in a world of increasing intensity. Innova’s extensive 360 research into US consumer trends reveals the latest insights into indulgent food and beverages. Here we will discuss consumer preferences and attitudes towards indulgent products, including eating habits, consumption drivers, popular flavors, and innovation in the market.
Consumer Insights: The Importance of Indulgence and Treating
One in three US consumers are increasing their expenditure on food and drink products. Many of these consumers cite factors aligned with indulgent eating as primary reasons for their increase. These reasons include: to uplift their mood, because they increased socializing with food, because they have more disposable income, and to alleviate boredom. US consumers also consider indulgent food and drink as equally important to healthy food and drink as a source of pleasure.
Everyday treats are an important source of indulgence for consumers. Innova’s consumer trend research shows that 32% say ‘indulgent’ is an important attribute that makes a good everyday consumable treat. Additionally, one in six consumers plan to treat themselves more with premium food and drink products, driven by Generation Z and Millennials.
Indulgence Drivers
Interestingly, US consumers are amongst the least likely to see indulgence as more important over the past year, cited by only 7%. However, US consumers rank higher than the global average when asked about whether indulgence products are worth paying more for.
The top motivations for consuming indulgent products are to boost mood, provide comfort, release stress, and provide a break from routine. US consumers tend to turn to sweet foods when choosing indulgent options, with 50% preferring cakes, pastries, and sweet goods. Chocolate, desserts, and ice creams are other preferred sweet indulgent categories, with salty snacks as the top non-sweet indulgent product preference.
The top desirable attribute for consumers when choosing indulgent products is a rich flavor or taste. This is followed by a crispy or crunchy texture, creamy texture, exotic flavor, sweet flavor, and savory flavor.
Indulgent Innovation
The new product launch rates of indulgent products in the US have fluctuated over the past five years, with a 1% CAGR overall. However, launches have been increasing dramatically since 2022. Additionally, North America accounts for almost 27% of global launches, with the US representing a notable 24%.
The hot drinks category represents the most indulgent product launches with 24%. This is followed by confectionery (14%), bakery (13%), desserts and ice cream (11%), alcoholic beverages (10%), and dairy (9%).
Indulgent Flavor Trends
Compared to global consumers, US consumers are less likely to be influenced by indulgent and premium flavors. 20% of consumers say that indulgent/premium flavors is a flavor aspect that influences their food and beverage choice, compared to the global average of 22%.
When choosing indulgent flavors, US consumers look for ‘brown’ flavors the most, which includes chocolate and caramel. This is followed by creamy/rich, cheese, berries and summer fruits, meat, and tropical fruits flavors. Regarding the top tastes consumers prefer, sweet is the most chosen, at 36%. This is followed by sweet and salty/savory, salty/savory, fruit/superfruit, nutty, and sweet/spicy tastes.
Adding Indulgence Through Texture
Creamy and smooth textures are highly popular in indulgent products. The two combine to represent over one quarter of all new indulgent product launches. Many brands launching indulgent products focus on textural qualities, but Häagen-Dazs is an iconic innovator and potent case study in this space. The US company has a wide portfolio of products which illustrate several key indulgence texture trends. As would perhaps be expected in ice cream, many products have bakery or confectionery inspired flavors, which Häagen-Dazs elevates with added texture such as pieces of fudge, cookies or rocky road. For its Cookie Cones range, the company “took a rich butter cookie, and made it into an indulgent cone” for added extra indulgence beyond the ice cream component.
Further Trends Influencing Indulgence
Special occasions offer a time for US consumers to indulge, and brands are capitalizing on this through offering products that reflect seasonal flavors and limited time media events, such as the International Delight’s Bridgerton Berries and Creme Iced Coffee.
The rise of plant-based eating has also influenced indulgent product innovation. An increasing number of US consumers are turning to plant-based diets, and 12% want more premium products. Thus, look out for more creamy and rich tastes and textures in plant-based products, especially in desserts and ice creams.
Focus on Indulgent Snacking
US consumers are frequent indulgent snackers, with over one in two saying that they eat indulgent snacks once a day or more. Enjoyment and comfort are the key drivers for those that engage in indulgent snacking.
Viewpoints towards the definition of indulgent snacking are split in the US. 38% of consumers agree that ‘when it’s not about health but enjoyment’ makes a snacking experience indulgent, while 26% say that ‘tasty yet healthy’ makes a snacking experience indulgent.
Flavor is still at the core of all indulgent snacks. Rich or sweet flavors are the most popular choices for consumers.
What’s Next in Indulgence Trends in the US?
Many US consumers use indulgent products for their mood boosting benefits. Brands can leverage this by conveying mood boosting qualities on their products. Language used on packaging is fundamental in the indulgent foods arena, helping uplift consumers in their choices.
Bite sized portions are another innovation opportunity for brands to double down on. Smaller portions, such as enrobed fruit pieces, can be provided as a way of offering mouthfuls of decadent indulgence without overloading consumers.
Finally, plant-based new product development is rising, and with it will come an increased consumer desire for more indulgent options. Brands can investigate implementing more premium textural elements in their products, as well as satisfying flavor profiles to satiate plant-based consumers.
This article is based on our report, “Now & Next in Pure Indulgence in the US
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