Finding harmony: Where health meets indulgence in food

Helping healthier indulgence break into the mainstream

As consumer interest in healthier eating continues to grow across Europe, indulgent foods remain a complex space. People want to make better choices and indulgence is still often associated with guilt or compromise.

To explore how this tension can be addressed, the EIT Food Consumer Observatory launched our new qualitative study examining how consumers perceive and choose healthier indulgent products. We also explore what helps these products feel both appealing and trustworthy.

Developed in collaboration with Puratos, the research offers practical guidance for manufacturers and marketers looking to balance taste, pleasure and wellbeing.

Understanding consumer perceptions

The study, Finding harmony: Where health meets indulgence in food, is based on qualitative research with 110 participants across 17 European countries, conducted via the Consumer Observatory’s online Citizen Participation Forum.

The qualitative research incorporated semniotic analysis to explore how consumers relate to healthier indulgence in everyday life. The findings show that trust in healthy indulgent products grows when products highlight natural, recognisable ingredients and communicate transparently. Overly scientific or abstract health claims often provoke scepticism.

Key insights

Language and positioning play a critical role. Positive, inclusive messaging focused on care, enjoyment and togetherness resonates far more strongly than “guilt-free” or restrictive narratives, which many consumers perceive as outdated or manipulative.

The research also shows that healthier indulgence works best in everyday moments, such as relaxing in the evening, boosting mood, sharing with family, or enjoying a weekend breakfast. Products designed for routine occasions, rather than special celebrations, are more likely to feel relevant.

Opportunities for the industry

Sweet baked goods emerged as a promising category, fitting naturally into family routines and offering opportunities to improve nutritional value without compromising enjoyment. Baked goods appeal to consumers seeking treats that feel wholesome, familiar and emotionally rewarding.

Overall, the findings call for brands to reframe healthier indulgence as an act of care and balance, rather than restriction. By aligning products with how people actually live and eat, manufacturers can create indulgent options that feel both enjoyable and genuinely better for you.

About EIT Food Consumer Observatory

Powered by EIT food, Consumer Observatory brings together research and consumer insight organisations to produce bespoke research and unique insights from the agri-food community. Its goal is to maximise the impact of consumer insights providing greater knowledge and guidance to stakeholders, educators, policymakers, and businesses, ultimately driving informed, consumer-focused change in the agrifood system.

We can help you to optimise your product or service, by offering real feedback from real consumers. Find out more here.

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We believe that understanding consumers is key to making the food system more sustainable. Successful innovation and impactful communication require a solid foundation of consumer insight.

We are the insights partner of choice for food companies and non-profits that aim to have a positive impact on society and our planet. Together we empower consumers to make food choices that are good for them as well as for the planet.