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Indulgence isn’t just a passing craving, it’s a lifestyle. From unwinding at the end of a long day to simply treating oneself, there are many reasons consumers choose to indulge. From a decadent chocolate cookie to a creamy coffee drink, indulgence takes many forms and is often tied to personal sentiments. Whether to satisfy a sweet craving, relive a nostalgic memory, or embark on a new flavor adventure, flavor is key to making every indulgence truly enjoyable.

Indulgent Themes To Explore:

• Comforting Flavor Comebacks 

• Sweets & Seasonal 

• Sip to Bite Flavor 

• Gooey Delights

Comforting Flavor Comebacks 

Tried and true indulgences never go out of style. A wave of classic indulgent sweets is making a comeback, celebrating beloved flavors that reflect comforting moments or take consumers back to their younger years. In fact, 40% of consumers selected ‘classic indulgences’ as the best description of indulgence, which is up 16% since 2021 (McCormick Flavor Solutions U.S. Indulgence Survey, 2025). Consider reviving nostalgic flavor favorites like brownie, chocolate chip cookie, peanut butter, strawberry cream, and candy flavors.

Sweets & Seasonal

Seasonal and limited-edition flavors have shifted from “nice-to-have” to “must-have” as consumers now expect them. 74% of consumers claim to be interested or extremely interested in food and beverage products with seasonal or limited-edition flavors. Launches tied to a time of year or event aren’t just a fleeting indulgence—they’re an opportunity to excite and attract consumers. Developers can rely on flavors to immerse their brand users in the magic of the seasons—from the carefree sweetness of spring to the festive cheer of holiday spices.

Sip to Bite Flavor

The sensory and ritualistic appeal of beverages is driving brands to take inspiration from the world of alcoholic and nonalcoholic drinks. Beverage-inspired flavors are satisfying cravings beyond the bar or café as the definition of indulgence continues to evolve. Combine sweet flavors with profiles like tea, coffee, and liqueur to deliver a truly exciting culinary adventure. Or replicate the taste and even texture of popular decadent drinks like espresso martini, chocolate stout and boba tea (with real boba!) in new applications.

Gooey Delights

A holistic approach to indulging has resulted in greater attention paid to the full sensory experience, including mouthfeel and texture. According to Innova Market Research4, consumers relate different textures with different emotional responses when eating and drinking. Creamy, smooth, and soft textures are favored when consumers want to feel indulged, comforted, or relaxed. There is an opportunity to introduce products with silky or even “gooey” textures reminiscent of desserts (think s’mores, moist cake, or melted caramel).

The Takeaways:

An indulgence is meant to bring joy and comfort; therefore, there are many possibilities for sweet food and drinks to fulfill this need. Fortunately, this creates endless opportunities for selecting a flavor profile when developing an indulgent product. Today’s consumers love products that blend nostalgia and adventure, making flavors that reinvent classics with modern fusions a favorable choice. Spark interest and craveability with novel flavor combinations that incorporate familiar favorites, including ‘once a year’ seasonal profiles. Infusing popular and decadent drink flavors into applications caters to the growing demand for immersive taste experiences. Also, deliver a satisfying multisensory experience by blending flavors with complementary smooth or soft textures associated with indulgence.

View our Trend Bite: Delicious Dive into Indulgence (PDF)

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