Coming Soon: Where Health Meets Indulgence in Food

Finding Harmony: Where Health Meets Indulgence in Food investigates how European consumers perceive “healthier indulgent” foods - from sweet baked goods to functional snacks. It explores the emotional and practical factors that shape the choices consumers make, the role of trust and naturalness in purchase behaviour, and how brands can position products that feel both nourishing and rewarding.

The study reveals what “healthy indulgence” truly means to consumers, what builds credibility in this emerging category, and how businesses can bridge the gap between aspiration and everyday behaviour.

This study has been conducted in collaboration with Puratos, a global leader in the bakery, patisserie, and chocolate industry. If you would like to learn more about opportunities to collaborate with the Consumer Observatory, please get in touch via co@eitfood.eu.

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