With millions of posts on social media, the little treat phenomenon has become a cultural movement – one where a $19 strawberry from luxury grocer Erewhon can go viral not as a cautionary tale of excess, but as something people genuinely aspire to.
Welcome to an era where self-care sounds like “I’m getting myself a nice coffee” and where brands have a significant opportunity to meet this moment with intention, writes Howard Wright, Executive Creative and Strategic Director, EMEA & Canada, at Equator Design, a global packaging design company.
The evolution of affordable joy
Little treat culture didn’t emerge in a vacuum. It’s the result of an era defined by economic uncertainty, career instability, and widespread burnout. For Millennials and Gen Z in particular, the traditional markers of adult success – home ownership, a nice car, regular holidays abroad – have become increasingly out of reach. Instead, they’ve pivoted toward something more attainable: small, everyday luxuries that deliver moments of pleasure without the cost or commitment that come with larger purchases.
In terms of consumer behaviour, this isn’t completely new. During the Great Depression and subsequent recessions, economists noted the ‘lipstick effect’, a tendency for consumers to purchase small luxury items when larger ones feel unattainable. Today’s version sees everyday indulgences becoming a form of self-care, with shoppers increasingly shifting from basic snacks to more premium, luxurious food and drink moments (think specialty coffees, artisanal breads and luxury olive oils). These micro-rewards help people navigate daily stress, offering emotional uplift without the financial anxiety.
And the data backs this up. In Mondelez’s 2024 State of Snacking survey, 81% of respondents said they snack to find ‘quiet moments to themselves’ while 77% agreed that “snacking is one of the few indulgences I have these days.” That said, snacks aren’t the only ‘little treats’ on offer. Consumers are seeking elevated versions of familiar categories, including healthier, gourmet, artisanal, or functionally enhanced products.
The psychology of micro-indulgence
What makes a little treat so psychologically effective? For one, it offers a low-risk, low-guilt hit of pleasure. Consumers feel that they’re maintaining control – after all, it’s just a small thing – while still enjoying life’s luxuries. The emotional justification is powerful: this treat feels earned, special, elevating. It’s a gift to oneself that delivers the benefits of improved wellbeing.
With millions of posts on social media, the little treat phenomenon has become a cultural movement – one where a $19 strawberry from luxury grocer Erewhon can go viral not as a cautionary tale of excess, but as something people genuinely aspire to.
Welcome to an era where self-care sounds like “I’m getting myself a nice coffee” and where brands have a significant opportunity to meet this moment with intention, writes Howard Wright, Executive Creative and Strategic Director, EMEA & Canada, at Equator Design, a global packaging design company.
The evolution of affordable joy
Little treat culture didn’t emerge in a vacuum. It’s the result of an era defined by economic uncertainty, career instability, and widespread burnout. For Millennials and Gen Z in particular, the traditional markers of adult success – home ownership, a nice car, regular holidays abroad – have become increasingly out of reach. Instead, they’ve pivoted toward something more attainable: small, everyday luxuries that deliver moments of pleasure without the cost or commitment that come with larger purchases.
In terms of consumer behaviour, this isn’t completely new. During the Great Depression and subsequent recessions, economists noted the ‘lipstick effect’, a tendency for consumers to purchase small luxury items when larger ones feel unattainable. Today’s version sees everyday indulgences becoming a form of self-care, with shoppers increasingly shifting from basic snacks to more premium, luxurious food and drink moments (think specialty coffees, artisanal breads and luxury olive oils). These micro-rewards help people navigate daily stress, offering emotional uplift without the financial anxiety.
And the data backs this up. In Mondelez’s 2024 State of Snacking survey, 81% of respondents said they snack to find ‘quiet moments to themselves’ while 77% agreed that “snacking is one of the few indulgences I have these days.” That said, snacks aren’t the only ‘little treats’ on offer. Consumers are seeking elevated versions of familiar categories, including healthier, gourmet, artisanal, or functionally enhanced products. The psychology of micro-indulgence
What makes a little treat so psychologically effective? For one, it offers a low-risk, low-guilt hit of pleasure. Consumers feel that they’re maintaining control – after all, it’s just a small thing – while still enjoying life’s luxuries. The emotional justification is powerful: this treat feels earned, special, elevating. It’s a gift to oneself that delivers the benefits of improved wellbeing.
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