PAGE HEADER IDDBA GUIDING TRENDS (CONT.)
Trend 3: Healthy(ish) Indulgence Smart Pleasure, No Guilt
Consumers are blending wellness goals with sensory pleasure and self-care. “Wellness is increasingly about eating cleanly… many are just sidestepping the question entirely and trying to avoid anything that seems questionable.” — Matthew Barry, Insight Manager, Euromonitor. “The #1 reason consumers avoid or minimize certain foods is health (above weight control or allergies)” — Rachel Bonsignore, Vice President at NIQ Consumer Life, NielsenIQ. “69% of Americans are willing to pay more to eat healthy, while 29% say it’s important to indulge or pamper themselves regularly (Millennials 37%).”
Indulgence is frequent and intentional: “97% of shoppers treat themselves in-store with food; 58% indulge weekly, rising to 86% for Gen Z and Millennials. “When trying new flavors, 36% of shoppers are drawn to ingredient trends (like cottage cheese pancakes), 34% to lifestyle trends (fad diets or gluten-free), and 22% to health-forward flavors (like turmeric or matcha).” — Sarah Weise, CEO, Bixa. These are permission treats—supporting mental health as much as physical well-being.
Protein ties performance to pleasure: “41% of adults are trying to consume more protein (Circana HABTS, March 2025); 32% seek high-protein foods (+6 points since 2021; Circana New Products 2025). “Consumers are increasingly seeking multi-functional foods and beverages that deliver both nutritional benefits and indulgent experiences—especially those rich in protein… New products and trends are helping consumers uncover more ways to meet protein goals during a new mealtime occasion: dessert.” — Bailey Furtado, Fresh Foods Industry Senior Analyst, Circana.
“It may feel like we’ve talked about little treat culture ad nauseum, but it’s still going so strong… I expect even more consumers to indulge in little, everyday treats.” — Renee Lee Wege, Trendologist & Senior Publications Manager, Datassential. “Alongside little treat culture… the ‘reward’ is a little treat that doesn’t derail health, but is definitely good for mental health—which, spoiler alert, is THE top health goal consumers have for 2026.”
Maximalism frames the mindset: “At first glance, health and indulgence may seem like diametrically opposite need states, but in 2025, they are linked by a shared consumer mindset: maximalism… For brands and operators, success lies in leaning into variety and abundance—more options, benefits, and excitement— while staying attuned to the latest trends in both wellness and indulgence.” — Huy Do, Trendologist, Datassential. The guilt barrier is fading: “Consumers have enough to worry about than feeling guilty about what they eat… younger consumers… believe comfort food can be healthy and healthier foods can be indulgent.” — Maeve Webster, President, Menu Matters.
Five Takeaways for Retailers & Manufacturers
• Sell permission: frame “healthy(ish)” as emotional balance, not sacrifice.
• Make protein delightful: extend high-protein into bakery, snacks, and dessert.
• Package “little treats”: portion-controlled, premium, grab-and-go formats win.
• Fuse function + nostalgia: pair wellness cues with comforting flavors and forms.
• Curate abundance: variety that satisfies “more is more” without creating clutter.
WHAT’S IN STORE | 2026 © 2026 International Dairy Deli Bakery Association
Industry Landscape
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