Permissible indulgence may be a thing, but consumers are really striving for — and benefit from — everyday enjoyment. Instead of restrictions on certain foods or beverages, there is a growing embrace of wellbeing that leaves room for treats, pleasure, and flavor.
That’s a key finding from Circana’s recent report, Global Health & Wellness Market: The Next Wave of Growth. The research confirms that emotional satisfaction is increasingly important to people. Nearly a quarter (21%) of U.S. consumers said that “feeling more joy” is a wellness priority.
Additional Circana insights reveal how this priority is playing out:
80% of U.S. consumers report they build treats into a balanced lifestyle.
37% regularly allow themselves treats as part of that balance.
43% indulge occasionally while trying to limit it.
Only 5% of consumers actively avoid indulgences whenever possible.
The highest cravings come at dinner and between meals.
Men more often crave savory indulgence and women more often seek sweet options.
Some treats do double duty, so consumers can get both satisfaction and health benefits. For example, the data reveals that consumers are increasingly getting protein from several categories once considered indulgent:
13% year-over-year (YoY) growth in grams of protein consumed from cakes, cupcakes, and snack cakes
13% YoY growth in grams of protein consumed from fruit drinks, juices, and “ades”
13% YoY growth in grams of protein consumed from quick breads, muffins, donuts, and pastries
7% YoY growth in grams of protein consumed from candy, mints, and fruit snacks
In this era of coexisting wellness and satisfaction, food and beverage brands can learn from evolving consumer sentiments to deliver on wants and needs. “Wellness doesn't mean you have to break up with your favorite treats. The real opportunity is helping people make room for both,” said Sally Lyons Wyatt, global EVP and chief advisor at Circana, in a recent webinar on the topic. “Smaller portions and different levels of indulgence can give enjoyment a place within the core range and across all three.”
Emotional Satisfaction Spans Activities and Categories
In addition to food and beverage choices, consumers are pursuing everyday enjoyment in other parts of their lives. “Grandma hobbies” and other creative escapes are one way that people are finding joy and spending time away from the digital world.
“Consumers are trading screen time for hands-on activities that feel slower, more creative, and more restorative. Whether it's knitting, crafting, coloring, botanical building, or model-making, these categories are generating meaningful sales growth because they're delivering something that consumers increasingly crave,” said Larissa Jensen, SVP and global beauty industry advisor at Circana.
Self-care, too, is part of emotional wellness. Circana data shows that 37% of self-care participants cite improved mood as a reason their activities are impactful.
Implications for Consumer-Facing Businesses
Across the board, brands and retailers can connect with consumers by making the quest for emotional satisfaction more achievable. “When it comes to mental and emotional health, everyday pressures get in the way. One in four consumers cite lack of time, 23% struggle with motivation, and one in five say it's just too expensive. Another 15% aren't sure what's really best for them. It's very important to make the next healthy step feel manageable, affordable, and worth repeating,” said Lyons Wyatt.
