What is permissible indulgence, and what does it mean for us in 2026?

Today, however, that definition is being re-examined. Food scientists, formulators, contract manufacturers and brands are increasingly asking the question: what drives indulgence, and how can it be delivered more efficiently, more responsibly, and with greater relevance to modern consumers?

A step back in time

For much of human history, food was primarily seen as fuel to work and survive, particularly when resources were limited. Some research shows that humans are still biologically hardwired with an adaptive starvation response, a powerful evolutionary mechanism to survive periods of food scarcity. However, these ancient survival systems are being scrutinised to evaluate whether they can act as a driver of modern overeating, particularly of high-energy and indulgent foodstuffs.

The industrialisation of the food system in the 20th century altered that relationship. Convenience, mass production and processing shifted eating from necessity toward pleasure, and by the end of the century, indulgence had become a cultural shorthand for reward: bigger portions, richer recipes and high-impact flavours.

Today, indulgence remains closely tied to taste, comfort and sensory engagement. According to Innova Market Insights, indulgent food and beverage consumption is still strongly driven by emotional needs, lifting individuals’ mood, for comfort, or simply hitting an umami high note in sensory stimulation.

What has changed, however, is the filter through which consumers make those choices as tighter budgets and sharper priorities around ingesting enough protein and fibre continue to grow. Informed consumers are vested in ingredient quality, provenance, sustainability and ethical supply chains, particularly for botanical or naturally sourced products. This further underscores quality as a key aspect of indulgent product development.  

This recalibration has given rise to the term ‘permissible indulgence,’ for products that deliver genuine sensory satisfaction without triggering regret or undermining broader health goals. Historically, permissible indulgence was often framed narrowly around weight management and calorie control. However, the rapid uptake of GLP-1 medications has accelerated this shift and fundamentally changed how some consumers relate to food.

Not a diet, but a behavioural disruption

One of the most widely reported effects is the reduction of ‘food noise,’ the constant mental preoccupation often characterised by cravings, emotional eating, and food-based routines.

It is not all smooth sailing, however. Research published in the British Medical Journal suggests that once medication is stopped, most consumers will regain 0,8kg of weight per month on average. This means that they can return to their pre-treatment weight within a year and a half. It is therefore important that lifestyle modifications, such as healthy eating and exercise, are made to keep the weight off.

However, for many consumers, this reduction is experienced as liberating as their relationship with food quietens down, becomes less dominant and more functional. However, this shift has consequences for how indulgence is perceived and valued by GLP1 users. Product categories that have traditionally relied on emotional cues, such as confectionery and baked goods, are already feeling pressure. When appetite is lower, and food decisions are more deliberate, the very concept of traditional indulgence will change.

Emotional eating may be declining, but food joy still matters

One of the more unexpected outcomes of GLP-1 adoption is a sense of emotional disconnection from food. Social eating rituals such as shared platters, takeaway nights, and celebratory treats, while not prohibited, often feel less compelling.

At the same time, many users report missing the enjoyment and social connection that food once provided. The opportunity for brands lies here: not in reigniting overconsumption, but in restoring food joy through precision and offering more healthy choices.

In this context, indulgence shifts from quantity to quality. Texture, aroma, flavour clarity and visual appeal become primary tools for engagement. The objective is no longer to make food bigger or richer, but to make it more satisfying, memorable and worthwhile within smaller consumption moments and generally healthier and more functional.

Cognitive pressure

Beyond GLP-1, consumers are also experiencing fatigue from the wide range of foods available to them. An abundance of flavours, 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 flavour release can create a sense of fullness of experience without reliance on volume. In this space, ingredient selection, such as high-impact fibres and proteins are strategic. Systems that support mouthfeel, slow consumption and controlled flavour 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 increasingly recognise that enjoyment of food contributes to emotional well-being.

Innova data shows that 22% of consumers believe snacks and treats help manage stress, slightly ahead of those who prioritise healthy eating alone. The implication is not to remove these products but to design it differently.

Permissible indulgence often focuses on positive nutrition rather than simple reduction. Protein, fibre and functional ingredients are being integrated into new formats, particularly in snacks and functional or sports recovery products. The technical challenge is maintaining texture, flavour and sensory perception while delivering nutritional uplift to food and beverages. Here, advanced ingredient systems are critical as they enable cleaner labels, functional benefits and sensory integrity to coexist.

3. Texture is a primary indulgence driver

Innova research identifies texture as a key driver of indulgent choice, particularly among Millennials and Gen X. The report indicates that crunch, crispness, chew and creaminess can extend enjoyment for consumers, thereby slowing consumption while increasing perceived satisfaction.

The popularity of globally inspired textures and sweet–savoury contrasts reflects a demand for sensory depth rather than sheer richness. For example, products such as Dubai chocolate or Cronuts (a hybrid croissant/doughnut) demonstrate how layered textures can deliver these impacts without escalating sugar or fat levels.

Indulgence is not disappearing, but it is evolving to be more deliberate, more sensorial and with a higher nutrient for consumers. For food manufacturers and brands, this shift places greater emphasis on formulations that work harder, deliver more satisfaction through ingredient choices rather than richness or volume. Texture, flavour and protein and fibre positioning are critical to create contrast and reward while still offering a nutrient-rich experience.

This is where specialist ingredient partners such as ACI Group quietly add value by supporting brands to transform evolving expectations into products that feel modern, considered and genuinely satisfying with technical expertise, application insight and smarter ingredient solutions.

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 [KS1]The BMJ and multiple other sources put caution on this.... some site only 10-15% of people maintain the weight loss post stopping. SOme up to 50% regardless this does not change what you want or your relationship with food. Nothing beats hardwork on diet, and exercise changing habits.