Consumers are more often than not searching for daily simple pleasures and small indulgences for a boost of happiness. Global research expert, Innova, revealed in their latest data that 61 percent of consumers globally said they commonly choose everyday moments of happiness to experience, followed closely by having access to smaller everyday teats they can consume.
This growing demand for simpler everyday treats and experiences is consistent across age groups. It gives ample innovation opportunities within the food and beverage industry and for beauty and personal care brands.
Higher-income groups tend to favour moments of happiness to experience over smaller, everyday treats to consume, with the opposite being true for lower-income groups. This reflects other research that has suggested that indulgent snack foods that can be enjoyed in small quantities daily satiate emotional well-being in an affordable manner.
When targeting this opportunity, there are also essential country differences to consider. Consumers in France, China, India and Indonesia favoured moments of happiness to experience over everyday treats to consume. Boosting mood, driving emotional connections, and creating moments to remember are potential ways to unlock the opportunity among these consumers.
In contrast, German consumers favoured everyday treats, so they will likely be more engaged with the consumption experience, delivering against their needs from a treat. Sensory attributes like texture, flavour, ingredients, and packaging will play an important role.
Capitalising and making the most of the opportunity to cater to consumers' desire for a slight boost of happiness either through an experience or the consumption of treats is important for brands and businesses to pay attention to in both the food and beverage sector as well as the beauty and personal care industry.
