Trendwatch: Why ‘honest indulgence’ is so big right now

So healthy is out,  naughty is in?

Not quite. What’s out is the additive-packed food that has been filling shelves for decades. Think confectionery packed with sweeteners instead of sugar, or hydrogenated fats used in place of proper dairy butter in baked goods.

Why the sea change?

As consumers become more interested about what they’re putting in their body and sources of information – trustworthy or not – abound across the internet, ingredients that are impossible to pronounce are no longer hidden in plain sight on the backs of packets. They’re being put in the spotlight and rejected in favour of the good, honest – and yes, potentially high in fat – alternatives your grandmother would have cooked with in her prime.

“Previously diet-culture steered shoppers away from full-fat butters, cheeses, sugar etc. but now the rise in awareness around ultra-processed foods (75% say UPFs are amongst their top three concerns when it comes to food (Food Standards Agency) has led to shoppers indulging in/trading up to traditionally made produce, made with best ingredients,” explains Becca Chapman at Tracklements.

Considered indulgence is the order of the day. “Ever-growing awareness of ultra-processed foods and quality injections across categories means indulgence is becoming more considered,” says Tom Gatehouse of Egg Soldiers.

“Consumers still seek craveable experiences but are increasingly swayed by options that feel ‘worth it’ on quality, rather than defaulting to heavily processed products laden with ‘no and low’ claims that often hide greater evils in the shadows.”

What else is feeding into the hunger for treats?

It will come as a surprise to nobody that life is a little tough for many at the moment. The ‘lipstick effect’ is back in full force as shoppers seek out affordable indulgences, and quality food neatly fits into that bracket. Ditto the taste for nostalgia, with consumers harking back to simpler times with comforting flavours. “There’s a growing move towards – or should that be back to – honest, real, properly delicious indulgence,” says Louise Collins of Booja-Booja.

“Little treats keep us all smiling when life is tough and they offer much needed balance in a busy, hard-working life. And if you’re going to treat yourself it makes sense to do it with style.

“More and more people are recognising the value of simple ingredients and embracing the delight you get from enjoying real treats, bursting with real flavours and really delicious tastes and textures.”

And delis are the best place to find that, right?

Absolutely – Speciality Food readers are in prime position to benefit from the move towards ‘real’ ingredients and honest indulgence, and the reality is that most of the products stocked by indies fit the profile already.

“‘Honest indulgence’ sits nicely within the broader mindset of consumers trading up for better,” agrees Tom. “Quality, viewed through the lens of craveability, is the primary driver of this shift, with higher-quality, crave-worthy options becoming increasingly accessible. Offering products which tick both the ‘real ingredient’ and ‘indulgence’ boxes – whether that be in terms of richness of taste, luxe textures or all-round ‘treat’ experiences – are where readers can shine.”

“We know that ‘best taste’ and ‘best quality’ are the two main drivers for purchase in the condiments category,” continues Becca, “for example, Tracklements use unrefined raw cane sugar because of the incredible, treacly rich flavour profile – this can’t be matched by sweetener alternatives.”

So, what should I stock?

Our advice? Don’t overthink it – because you’re probably already stocking exactly what this trend is calling for. As we enter barbecue season, opt for smokily luscious condiments with minimal ingredients, ice creams with the texture of clotted cream that showcase local produce, and chocolates that contain little more than cacao, cocoa butter and sugar for optimum lip-smacking flavour. Extra points for items that come beautifully presented for the ultimate self-gifting opportunity.