The evolution of the Future of Indulgence
The evolution of the Future of Indulgence
The indulgence landscape
While there will always be a need for Intense Indulgence, the emerging domains of Healthy and Mindful Indulgence are increasingly important for consumers. Taste is important for all indulgence domains but it has a different role.
Read on to learn more about these indulgence domains.
1/ Intense Indulgence
When consumers want to enjoy life to the fullest, turn the moment into something special, they look for intense experiences. That can be over the top indulgence, celebrations with friends & family and immersive experiences.
This is the domain of Intense Indulgence, products that are a feast for the 5 senses.The main reason why consumers choose a product is enjoyment. Taste is paramount.
2/ Mindful Indulgence
When consumers want to treat themselves while caring for the environment - nature and communities - they look for mindful indulgences. It is about ecological and ethical factors.
The Mindful Indulgence domain is defined as “Feeling Good about Doing Good” and is driven by a desire to do good (for the planet, others and oneself). Doing good is equally important as taste.
3/ Healthy Indulgence
Sometimes consumers want to indulge, but not at the expense of their own health. In that case, they reach out to healthier products. That can be free from products, fortified or functional.
The Healthy Indulgence domain is about “Food for Health”, a need to be in control over one's own health and wellbeing - both physical and mental. The main reason to consume is health, taste comes secondary, it is a basic requirement.
Click each tile to learn more about these examples
Examples of manifestations for each indulgence domain.
-
The macaron collaboration is "bringing alive Paris in a pint."Häagen-Dazs & Pierre Hermé macaron ice cream -
Ben & Jerry's & Tony's Chocolonely collaborationThis ice cream-inspired bar shows their commitment -
Fuel Choco GranolaFUEL10K granola with crunchy oats, fruits and chocolate chunks which is high fiber, protein boosted & packed with vitamins.
