August 26, 2024 – The global food and beverage landscape is constantly evolving, driven by shifting consumer preferences and an increasingly demanding market. Here, we will dive into the key factors shaping food and beverage indulgence trends worldwide. From understanding consumer drivers to exploring the latest product innovations, we will examine the trends that are shaping the future of indulgence.
Consumer Insights in Indulgence Food Trends
Almost 2 in 5 consumers globally are upping their expenditure on food and drink products around the globe. When asked why, some of the top answers were for mood uplifting properties, because of increased socialization with food, and to alleviate boredom or depression.
Consumers care about both indulgence and health as sources of pleasure and reward, with 15% saying that indulgent food and drink has been an important source of pleasure in the past 12 months. Asian consumers show the biggest disparity between choosing indulgent food and drink for pleasure, compared to choosing healthy food and drink. On average, Asian consumers tend to place a higher value on indulgent products.
Everyday consumable treats are a notable point where attitudes between consumers in different countries diverge. In Brazil, China, and India, consumers are less likely to consider indulgence as an important attribute of an everyday treat. In France and Germany, consumers are much more likely to desire indulgence in their everyday treats.
Global consumer trend research shows that around one fifth are planning to increase their consumption of premium food and drink at home in the next 12 months. Asia Pacific consumers are most likely to be looking for more premium food and beverage for home consumption, followed by those in Latin America, while by age, the younger generations are leading this trend.
Indulgence Drivers in Global Consumer Trends for Pure Indulgence
Brazilians are most likely to consider indulgence as an important factor in food and beverage purchases. This is followed by Germany, France, Mexico, and India. However, when asked whether indulgent products are worth paying more for, both Brazil and UK consumers are tied for responding most positively. 19% of consumers from the two countries consider indulgence worth paying more for, when the global average is 15%.
According to global consumer trend research, boosting mood is the #1 reason for treating with food and beverage. Release from stresses of life, providing comfort, providing a break from routine, and sensory experience are additional top responses.
Chocolate, cake, pastries and sweet goods, and desserts and ice cream are the top categories consumers choose when indulging. Flavor and texture are the most important attributes that consumers say make a product indulgent.
Indulgent Food Trend Innovation
Global indulgent product launches have steadily increased, with a 7% CAGR over the past five years. West Europe and North America account for almost two thirds of activity in the indulgence market.
Hot drinks are the most active category for indulgent product launches, representing almost one quarter of launches in the indulgence market. This is followed by confectionery, bakery, and desserts and ice cream. Regarding the top growth categories, alcoholic beverages has seen substantial improvement in launch numbers over the past five years.
Consumer Trends in Indulgent Flavors
Around 22% of global consumers agree that indulgent and premium are flavor aspects that influence their food and beverage choices. Interestingly, there is no clear regional bias for this statistic; most regions even out to have similar consumer attitudes.
Consumers most often choose sweet tastes when they want to feel indulgent, followed by sweet and salty/savory, fruit, salty/savory, and nutty flavors. When choosing indulgent flavors, brown, coffee, creamy/rich, and cheese are most popular.
Adding Indulgence Through Texture
Smooth and creamy textures represent almost one third of indulgent new product development. Many innovators in the space have focused on creating multisensory and decadent moments of pleasure.
For instance, UK based company Gü Indulgent Foods, more commonly known as Gü Desserts, is a key innovator in the indulgent pot desserts arena across the globe, with its products being available in Europe, North America and Australasia. Many products are layered, creating interesting textures and mouthfeel; the range includes alcohol-inspired flavors (Espresso Martini Cheesecake, Passionfruit Martini Cheesecake); and in 2019, the company added plant-based options, which include cheesecakes and mousses.
Consumer Trends in Indulgent Snacking
Global consumer trend research shows frequent consumption of indulgent snacks. Around 1 in 2 say that they eat indulgent snacks once a day or more. The top reasons consumers cite for choosing indulgent snacks are for enjoyment/pleasure, for comfort, and for cheer.
Depending on the country, consumers have different opinions about what makes a snack indulgent. Rich flavor/taste was the top response in Brazil, Canada, Mexico, the UK, and the US. Savory flavors were preferred by consumers in Germany and Indonesia, while natural attributes was the #1 response for consumers in both China and Spain.
What’s Next in Global Consumer Indulgence Trends?
One third of global consumers say that they treat themselves with food and beverage to boost their mood. Brands can tap into this global consumer trend by looking to convey mood-boosting qualities on their products. Language used on packaging is fundamental in the indulgent food arena and is a potent tool which brands can further develop.
Plant-based new product development is an area of growth in the indulgence market. Brands can continue to develop the textural and flavor-based qualities of their plant-based products, increasing the potential of these products’ indulgent elements.
Finally, sweet tastes are overwhelmingly the top choice for indulgent eating. Innovators can continue to develop within this global consumer trend, but also can consider challenging the norm, and tap into the rise of sweet foods with savory flavors and spices.
This article is based on our report, “Now & Next in Pure Indulgence – Global.” If you are interested in reading this report, feel free to request a demo.
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