________________________________________________________________________________________ Health and Wellness
Cognitive pressure
Beyond GLP-1, consumers are also experiencing fatigue from the wide range of foods available to them. An abundance of flavors, formats, claims and visual cues can dilute enjoyment rather than enhance it. Indulgence, once associated with abundance, is now being redefined around intentionality and satisfaction.
Consumers’ desire for pleasurable food is not disappearing. What is changing is how it is balanced against health, time, budget and mental load. Permissible indulgence reflects this balance for products that are controlled, emotionally satisfying and compatible with real life.
For brands, the question is no longer how to formulate a more decadent product, but how to deliver the same sensory payoff through smarter formulation strategies. Read on as we unpack three areas that could shape this market in 2026.
1. Smaller moments, bigger impact The rising cost-of-living pressures are shifting products away from occasional splurges toward smaller, more frequent rewards, and these micro-treats can carry disproportionate emotional value when the product or snack hits all the right consumer taste notes.
From a formulation perspective, this emphasis on efficiency around texture systems that deliver crunch, creaminess or melt; inclusions that create contrast; and layered flavor release can create a sense of fullness of experience without reliance on volume. In this space, ingredient selection, such as high-impact fibers and proteins, are strategic. Systems that support mouthfeel, slow consumption and controlled flavor release can align with both portion awareness and reduced appetite.
2. No compromise Health and luxurious treats are no longer positioned as opposing forces as consumers
foodchainmagazine. com 25