The indulgence alibi
“A lot of health conscious consumers want to justify consuming a product purely for pleasure - we call this the indulgence alibi, and it can be portion size or the inclusion of wholesome ingredients,” explained Williams.
Examples of this trend include yogurt drops with real fruit and probiotics, that are positioned as a sweet but are highly functional, making for a guilt-free indulgence.
This has been going on in the snacks category for a long time, with grains and seeds being added to give an ‘alibi’, but according to Innova, there are no signs of a slowdown.