Understanding the contradictions within the consumer trend of healthy indulgence could help food brands succeed in 2025 and beyond, predicted experts at Mintel.

“One of the major dualities consumers face is that they are looking for things that make them well and feel like they’re making healthy choices. They’re taking a back-to-basics approach there,” Melanie Zanoza Bartelme, associate director, Mintel Food and Drink, explained during the webinar, Global Food and Drink Trends 2025.

“At the same time, we also have this concept of food as stress relief and food as self-care,” she added.

Finding comfort

According to Mintel data, 45% of Canadians and 37% of Americans report eating comforting food to reduce stress.

“While we all don’t want to deal with stress, we also know, as food and beverage manufacturers, comfort food is a major opportunity here,” said Jenny Zegler, director, Mintel Food and Drink

The desire to treat themselves results in what Mintel calls “rebellious shoppers,” who want traditional flavors to come together in new and innovative ways. One example of this is the Brew Pub Breakfast Pizza Bowl, which combines eggs and cheese into a crustless frozen pizza.

This is also seen in unexpected collaboration with brands inside and outside the food industry that let consumers show their love. KFC recently partnered with sound machine manufacturer Hatch to create a sleep routine that features the sound of chicken frying.

Food-as-medicine

Contradicting the indulgence trend is the idea of food as medicine, which is undergoing major shifts as access to weight-loss medications expands, Zegler said.

“As we look forward to 2025 and beyond, these weight loss drugs could really change consumer focus when it comes to health,” she added. “What we’re predicting with this trend is that consumers are going to pare down to the basics.”

Previously, health-conscious consumers focused on functional proteins made with ingredients ranging from antibiotics to zinc. Now, these shoppers, especially weight-loss drug users with reduced appetites, will prioritize products with easy-to-understand claims about protein, fiber and vitamin content.

When the two trends come together

While health and indulgence may seem at odds with each other when it comes to consumer purchasing habits. In reality, both meet consumer needs.

“We get a lot of questions about whether or not consumers are looking for health or indulgence. They’re looking for both at different times,” explained Paris Hogan, director of consulting for Mintel. “This is why we see so many products that are trying to lean into each and also navigate that spectrum.”