Permissible indulgence trend - summary
- Consumers increasingly seek indulgent foods that still support everyday wellness goals
- Healthier indulgence blends rich sensory pleasure with balanced nutritional reassurance
- Minimally processed treats and protein‑rich snacks lead emerging category growth
- Traditional diet products and highly processed snacks lose cultural relevance
- Pure indulgence remains resilient as taste, nostalgia and affordability drive loyalty
New trend alert!
Consumers are now fully embracing permissible indulgence.
What’s that you ask?
Put simply, permissible indulgence is the description of products that feel indulgent but still align with health, wellness, and lifestyle goals.
But look a little closer and the story gets much more interesting.
Defining indulgence
“Consumers now define indulgence less as something purely hedonistic and more as a comforting, pleasurable experience that fits within a balanced everyday routine,” says Durk Bosma, head of Thought Leadership at the Future of Food Institute. “They increasingly seek products that provide both enjoyment and nourishment, rather than indulgence linked to guilt or lack of self‑control."
The shift, explains Bosma, is towards “healthier indulgence”, combining rich flavours, creamy or crunchy textures, and emotional comfort without feeling like it’s a compromise.
Zooming in further, we find consumers divide into two key groups:
- Balance cravers: These individuals struggle with dietary control and want healthier versions of familiar favourites
- Health optimisers: Individuals who seek functional benefits and nutrient‑enhanced options.
Winners in permissible indulgence
Brands offering “minimally processed treats” including granola bars, oat‑based cookies, dark chocolate and simple‑ingredient yoghurts, are particularly well‑positioned to benefit from the permissible indulgence trend, says Bosma.
These products hit the sweet spot for today’s consumers by combining familiarity with a sense of permissible healthfulness, delivering indulgence without negative health associations.
Their appeal often rests on short, recognisable ingredient lists, associations with whole foods, and a perception that they offer better‑for‑you pleasure compared with conventional confectionery or ultra‑processed snacks.
And tread carefully on those health claims because, as Bosma explains, “trust collapses when claims feel vague, exaggerated or unsupported”.
At the same time, protein‑rich categories such as high‑protein bars continue to gain traction. Consumers increasingly view protein as a functional ingredient that supports satiety, muscle health and overall wellness, allowing these products to serve both nutritional and indulgent roles.
Similarly, wholesome, snackable formats – nuts, dried fruit, seeds and wholegrain crisps or clusters – are benefiting from rising demand for treats that feel natural, nourishing and still satisfying.
These also work well as they’re easy to fit into everyday life.
“Healthier indulgence fits best into everyday routines rather than celebrations – especially relaxing in the evening, afternoon pick‑me‑ups, weekend breakfasts, pre‑ and post‑exercise moments, and family snacking," says Bosma.
Are there losers in permissible indulgence?
If some categories are thriving as a result of the permissible indulgence trend, then the natural question is, are others losing out?
But the answer’s a little more nuanced than a simple yes or no.
As consumers increasingly gravitate towards snacks that feel natural, functional or minimally processed, more traditional indulgent categories do risk being left behind.
Products that rely on high sugar, artificial additives or overtly processed formats, without offering any wellness cues or real nutritional value, could potentially struggle to align with evolving expectations. These include traditional “diet” or low‑calorie treats such as low‑fat yoghurts with artificial sweeteners or old‑school diet bars, as consumers reject products centred on restriction rather than enjoyment.
What’s more, food and beverage analysts at Mintel note that items relying on strict diet claims but sacrificing taste no longer resonate in a market where indulgence must still deliver sensory satisfaction.
Likewise, highly processed snacks with long ingredient lists and no natural or nutritional halo, such as artificially flavoured snacks and cereal bars, are falling out of favour as shoppers increasingly prioritise clean labels and transparency.
Having said all that, traditional indulgent categories are certainly not in decline.
In reality, classic confectionery and bakery products continue to command deep emotional loyalty and cultural relevance – something newer better‑for‑you formats can’t always replicate.
For many consumers, indulgence is still defined by taste and texture first. A rich chocolate bar, a gooey cookie or a nostalgic sweet delivers a sensory payoff and emotional comfort that functional snacks often struggle to match. These products thrive because they offer unadulterated pleasure.
Affordability also plays a major role. During periods of economic pressure, shoppers often favour low‑cost, high‑flavour comfort foods, turning to traditional biscuits, sweets and pastries as small, reliable pick‑me‑ups. In this sense, ultra‑processed indulgence remains recession‑resilient, offering predictable satisfaction at accessible price points.
And the fact of the matter is, not everyone wants their treats fortified, boosted or optimised. Some prefer snacks that make no nutritional claims, precisely because they feel more honest and more aligned with what indulgence should be – a moment of escapism, not another wellness decision.
Ultimately, the idea that these categories are “losing” overlooks a simple truth – permissible indulgence may be rising, but pure indulgence isn’t going away.
Permissible indulgence opportunities
For manufacturers, retailers and brands, the rise of permissible indulgence isn’t just a shift in consumer behaviour, it’s a strategic opening.
As shoppers seek treats that deliver both pleasure and reassurance, the biggest opportunities lie in innovations that bridge enjoyment and wellbeing rather than choosing one side or the other. This means exploring richer flavours with cleaner labels, elevating everyday snacks with functional benefits, and creating formats that slot seamlessly into modern routines.
At the same time, traditionally indulgent sectors have an opportunity to premiumise, offering those that want it the ultimate in indulgence.
