19 Feb 2026
Most bakery and patisserie strategies still treat health and indulgence as opposites: either you protect taste, or you reduce nutritional risk. But this mindset is becoming increasingly disconnected from market reality.
A new form of indulgence is emerging, one that creates value by adding health benefits, not just removing sugar or calories.
And food companies that fail to adapt may soon find themselves competing on shrinking relevance.
Indulgence is under pressure from health, regulation and consumer shifts
The global food industry is facing three converging forces:
- Nearly 50% of the global population is projected to be overweight or obese by 2035;
- Diabetes prevalence continues to rise across all regions;
- Governments are accelerating sugar taxes, labeling regulation and reformulation pressure.
At the same time, the rapid adoption of GLP-1 medications is reshaping appetite patterns, portion expectations and nutritional priorities.
Many indulgent product portfolios were designed around past consumptions patterns, where sweetness, portion size and emotional comfort were the primary value drivers.
This gap between consumer reality and product design is growing and it represents a strategic risk.
Indulgence is becoming part of the health journey
Here is the shift that is becoming increasingly clear: consumers no longer see indulgence as an escape from health, they see it as part of their health journey.
💡 67% consumers select certain foods & ingredients based on the health benefits they have to offer (Taste Tomorrow 2025)
People still want pleasure. But they now expect indulgent products to:
- Fit into healthier lifestyles;
- Support energy and metabolic balance;
- Align with longevity and well-being goals;
Deliver emotional satisfaction without long-term guilt.
This transforms indulgence from a “treat category” into a platform for functional nutrition and value creation.
From regulatory compliance to growth opportunities
Traditional reformulation focuses on compliance: reduce sugar to meet regulations, avoid penalties, protect margins.
Better indulgence takes a different approach.
It positions healthier indulgent products as premium growth drivers by:
- Creating added nutritional value;
- Supporting consumer health expectations;
- Enabling differentiation beyond price;
- Strengthening brand trust.
Instead of competing on “less bad”, food players compete on “more good”.
💡 Confectionery launches with added protein, fiber and gut health benefits have risen by 62% according to Taste Tomorrow.
Creating value in indulgence today
How is this transformation happening in practice? Leading players are redesigning indulgence across three strategic dimensions:
Health Impact: Smarter ingredient choices improve metabolic balance, digestive comfort and long-term well-being.
Consumer Experience: Taste, texture and emotional satisfaction remain central, but are now combined with transparency and nutritional relevance.
Sustainability Performance: Better formulations increasingly integrate responsible sourcing, reduced environmental impact and cleaner labels, aligning indulgence with planetary health.
Better indulgence connects naturally with gut health and protein trends
Better indulgence does not exist in isolation. It naturally connects with other major health and well-being priorities shaping bakery and patisserie innovation today.
Gut Health
Digestive well-being is now recognized as a foundation of overall health. Functional indulgent products increasingly integrate fibers and gut-supportive ingredients, responding to consumer demand for digestive comfort and immune support.
Proteins
Protein enrichment addresses satiety, muscle maintenance and metabolic health — key drivers for healthy aging and longevity. Indulgent formats enriched with protein help reposition treats as part of balanced nutrition.
Business opportunities
Better indulgence is not a short-term trend. It reflects deeper structural shifts in:
- Public health priorities
- Consumer behavior
- Regulatory frameworks
- Medical innovation (GLP-1)
- Sustainability expectations
Food manufacturers that proactively redesign indulgence now will be better positioned to:
- Protect long-term relevance
- Unlock premium value
- Comply with on-going and future regulations
- Meet evolving consumer needs
- Build stronger category leadership
To support manufacturers in this transition, we recently published two dedicated reports:
Healthy Indulgence report: exploring global trends, consumer expectations and innovation directions
Fillings Innovation report: highlighting how fillings can drive better-for-you indulgent product development
Together, these insights provide a roadmap for building indulgent products that deliver taste, health and sustainability, without compromise.
The future of indulgence is not less. It’s better. Indulgence is not disappearing. It is being redefined around value, health and long-term relevance.
