GUIDING TRENDS (CONT.) Guiding Trend 2 - Live Laugh Luxury
As consumers shift their focus toward mindful consumption, the food industry is witnessing a renewed emphasis on indulgence through quality and creativity. This trend reflects a desire to elevate everyday culinary experiences while prioritizing thoughtful choices. More and more, people are looking for ways to customize or upgrade pre-made foods, allowing convenience to fuel creativity. For example, a store-bought pizza can easily transform into a gourmet masterpiece with fresh toppings like burrata, arugula, or truffle oil, and pre-packaged desserts can be enhanced with artisanal sauces, fresh fruits, or a sprinkle of edible gold dust, turning everyday items into something special.
Small enhancements are also allowing basic food items to feel more luxurious. Replacing standard condiments with artisanal spreads, adding freshly grated Parmesan to pasta, or garnishing dishes with microgreens are just a few examples of how consumers and food brands are bringing sophistication to everyday meals. This trend has led to many restaurants and brands offering premium add-ons or customization options that help elevate the dining experience.
"We absolutely see this as one of the biggest fundamental shifts in consumer behavior over the past few years. Despite rising prices, consumers are really evaluating what is important to them and showing a real willingness to spend more for those items or experiences. It's part and parcel of consumers not wanting to sacrifice anymore after several hard years. This is also facilitated by the growth in private label brands, as consumers are now comfortably trading down to the private label items for those categories that are less important to them which allows them to spend more for the categories that are. Finally, it's important to remember that this is indulgence on a wide spectrum which allows for smaller everyday luxuries as well as big budget special occasion luxuries."
-Maeve Webster, President of Menu Matters
Another growing trend is the ability to transform inexpensive items into indulgent meals through small, impactful changes. A simple loaf of bread becomes an elevated appetizer with compound butter or infused olive oil. Even affordable proteins like chicken thighs or canned tuna can be upgraded with creative seasoning, marinades, or innovative presentation. This trend shows that indulgence doesn’t always require premium ingredients—it’s about innovation and care in preparation and presentation.
Food has also become a primary way for people to treat themselves in an era where self-care often intersects with culinary experiences. Indulging in a luxurious dark chocolate bar, enjoying a weekend brunch with a mimosa flight, or savoring a beautifully plated meal at home allows individuals to create moments of joy and celebration. Specialty stores, meal kits, and restaurants are tapping into this by offering curated indulgences for various price points, providing accessible ways for people to treat themselves.
"In our National Eating Trends report this year, consumers consider a meal “a special occasions” at an average of 18 times per year - that's 6 billion consumer occasions annually! In the back half of this year, we are seeing frugal fatigue after 2+ years of sealing with food cost inflation. People want to treat themselves or others on something that feels like splurge. The trick is this special item needs to feel like splurge that's worth it - have to communicate the splurge"
-Jonna Parker, Vice President, Fresh Foods Group at Circana
With growing awareness of sustainability and a desire for more meaningful consumption, consumers are increasingly choosing quality over quantity. They are willing to pay a premium for organic produce, grass-fed meats, or ethically sourced coffee beans, favoring products that align with personal values. This “fewer but better” mentality is reshaping the food industry, driving demand for artisanal, small-batch, and thoughtfully crafted products that offer superior taste and contribute to a more sustainable and purposeful lifestyle.
Ultimately, the intersection of indulgence and quality in the food industry reflects a desire for richer, more meaningful experiences. Whether upgrading a simple dish or savoring high-quality ingredients, consumers are redefining indulgence as a blend of luxury, creativity, and purpose.
WHAT’S IN STORE | 2025
© 2025 International Dairy Deli Bakery Association
Guiding Trends
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