By Jess Ryall, Content and Marketing Executive, FMCG Gurus
Consumers are backing their purchasing choices with reason, as they actively control food and drink choices at a time when indulgence is more nuanced than ever.
For years, treats have been associated with excess, guilt, and escape from an otherwise ‘disciplined’ lifestyle – ‘cheat’ moments (or days) that sat outside of healthy living. This train of thought was shared by consumers and manufacturers offering these snacks. The underlying message was to offer an irresistible temptation, a deserved reward, and even the permission to ‘break the rules’.
Indulgence is being redefined
That mindset is now shifting. Consumers are rethinking what indulgence means. In 2026, indulgence is becoming more measured, intentional, and integrated into everyday routines, a trend likely to continue.
Rather than abandoning treats, consumers are redefining their role. They are looking for products that deliver enjoyment and emotional reward, while still fitting within broader health and wellness goals. This is creating a significant opportunity for food and beverage brands, but it also raises the bar for how indulgence is positioned.
Stress is increasing the need for small moments of escapeConsumers are living in a climate shaped by stress, uncertainty, and fast-changing routines. FMCG Gurus research shows that 53% of global consumers say they experience stress some of the time, most, or all of the time, while a further 53% say they feel the world is changing too fast. In this environment, food and drink are increasingly being used to create small, accessible moments of comfort and escapism.
This means indulgence is no longer simply about sensory reward. It is also about emotional well-being. Treats are becoming tools for self-care, helping consumers pause, reset, and reward themselves during busy days.
Consumers want balance, not restriction
At the same time, consumers do not want indulgence to come at the expense of their wider health ambitions. Instead, they are taking a more balanced and flexible approach to wellbeing. FMCG Gurus data shows that 45% of consumers believe a healthy diet includes occasional treats in moderation, highlighting a move away from restrictive thinking and toward more sustainable routines.
This has important implications for brands. Consumers are not necessarily looking for indulgence to be removed or replaced. Instead, they want reassurance that indulgent products can fit into modern lifestyles. This may come through portion control, ingredient quality, or simple nutritional cues that help a product feel easier to justify.
Justification is becoming central to purchasing decisions
That sense of justification is becoming increasingly important. Consumers are actively managing trade-offs, allowing themselves moments of indulgence while trying to maintain a sense of control. In fact, 36% of consumers say they struggle with weight management because they are prone to enjoying treats. Rather than avoiding indulgence altogether, many are building it into their routines in a way that feels earned or proportionate.
For brands, this means communication matters just as much as formulation. Consumers are willing to invest in indulgent products, but only when the value feels tangible and credible. FMCG Gurus’ research shows that 50% of consumers are willing to pay a premium for snacks with high-quality ingredients. However, this willingness depends on clear and immediate justification. Ingredient quality, calorie positioning, or functional reassurance can all help strengthen purchase confidence.
“For food and beverage brands, the opportunity lies in delivering indulgence that feels emotionally satisfying, easy to justify, and relevant to real life.”
Jess Ryall, Content and Marketing Executive, FMCG Gurus
Occasion is shaping how consumers indulge
Another important factor is occasion. Indulgence is not experienced in the same way throughout the day. Consumer expectations shift depending on mood, routine, and context. Only 33% of consumers prioritize indulgence in the morning, rising to 45% in the evening, when products are more likely to be associated with relaxation and reward.
This highlights why brands need to think beyond broad demographic targeting. Success will depend on understanding when consumers are seeking functionality, when they want reassurance, and when they simply want enjoyment.
Protein and fiber fortification: a growth opportunity for bakery
FMCG Gurus’ consumer insights highlight strong global demand for functional and fortified food and drink products, with 57% of consumers saying they turn to these products already. As consumers increasingly seek foods that deliver added health benefits, the bakery category is well-positioned to respond.
When asked which functional or fortified products they find appealing, 39% of global consumers stated bread, placing it among the top-performing categories and just behind yogurt (42%). Biscuits also show appeal at 30%. These figures indicate a clear demand for bakery brands to strengthen health-focused positioning, particularly through targeted fortification.
Protein fortification drives positive nutrition messaging
Protein enrichment presents a significant opportunity for bakery manufacturers to promote the concept of positive nutrition. Among consumers who find product fortification appealing, FMCG Gurus’ consumer insights show that 39% say they would like to see bread fortified with protein, while 26% express interest in protein-enriched cakes and pastries. Interest is even higher in adjacent categories such as snack products for on-the-go (56%) and breakfast-based meals (59%), reinforcing the relevance of protein in everyday eating occasions.
Importantly, 43% of global consumers say they find products fortified with protein appealing, compared to just 22% who consider them unappealing. This demonstrates that protein carries aspirational associations linked to strength, satiety, and active lifestyles.
While bakery products are more traditionally associated with fiber than protein, evolving consumer expectations create an opportunity to reposition staples such as bread and morning goods as carriers of functional benefits. However, success will depend on ensuring that fortification does not negatively impact taste perceptions, price expectations, or naturalness credentials. Transparent communication around sourcing and formulation will be critical.
Fiber’s link to digestive health strengthens bakery’s credentials
Fiber remains a powerful asset for the bakery sector, particularly as awareness of digestive health continues to grow. FMCG Gurus’ research shows that over half (53%) of global consumers associate fiber with aiding digestive health.
Knowledge of the gut microbiome is also becoming more mainstream. 48% of consumers say they have heard of the microbiome, while only 14% say they have not. As understanding of the connection between diet, gut health, and overall well-being expands, bakery brands have a credible platform to communicate fiber benefits more assertively.
Addressing digestive health remains a priority for many consumers. Globally, 59% say they are interested in digestive health products when suffering from specific health problems, whilst 49% report being satisfied with their current digestive health. This highlights both reactive and proactive engagement with the category.
Given that bread and cereal-based products are already naturally associated with grains and fiber, bakery brands are in a strong position to capitalize on this trust. Clear messaging around wholegrains, fiber content, and digestive support can help reinforce positive perceptions and differentiate products in a competitive market.
Reframing bakery as part of everyday wellness
As consumers look to make their snacking habits healthier across both retail and foodservice channels, bakery brands should consider evolving beyond indulgence-led messaging. By emphasizing protein fortification, fiber content, and digestive health support, the sector can reposition itself within the functional food space.
The opportunity lies not in radically changing the category, but in elevating existing strengths. With more than half of global consumers actively seeking functional benefits, bakery has the potential to move from staple status to a key option for consumers looking to improve their nutrition.
Based on FMCG Gurus’ consumer insights. More information is available online: https://fmcggurus.com.
Self-care is changing the role of treats
Indulgence is also becoming more closely tied to emotional well-being. FMCG Gurus’ insights show that 58% of consumers say enjoying small moments of indulgence for self-care is important, reinforcing the role of food and drink as tools for managing stress and creating breaks in busy routines.
This creates a major opportunity for brands to position indulgence in a more positive and purposeful way. However, these products must still feel proportionate and credible. Consumers want treats that feel deserved, but not excessive.
The opportunity for brands in 2026
Ultimately, permissible indulgence reflects a broader change in how consumers define balance. They are no longer separating health and enjoyment into two opposing choices. Instead, they are looking for products that allow both to coexist.
For food and beverage brands, the opportunity lies in delivering indulgence that feels emotionally satisfying, easy to justify, and relevant to real life. In 2026, the most successful treats will not be those that ask consumers to compromise, but those that help them feel comfortable saying yes.