21 Jul 2025
Can better-for-you also mean delicious? It’s a question that more and more consumers are asking, and that food producers, bakers, chocolatiers, and patisserie professionals can no longer afford to ignore.
The expectations around food products are evolving fast. Where once indulgence was all about richness, sugar, and fat, today’s consumers want more: enjoyment and well-being. Taste, texture, and satisfaction must still be delivered, but with fewer compromises to personal health or ethical values.
Already back in 2022, our Taste Tomorrow research signaled a major turning point: health had become the leading trend influencing global food businesses. And not just in vague terms. Consumers were actively looking for products that aligned with their wellness goals, from reduced sugar and fat content to more plant-based and nutrient-dense ingredients. That demand hasn’t slowed, it’s accelerated.
Nearly 6 in 10 people said they would prefer healthier options rather than reduce how often they enjoy indulgent treats. Businesses that succeed in combining health and indulgence will have a strong competitive edge.
In this article, we explore how this balance can be achieved, where the biggest opportunities lie, and how we can help you deliver on both fronts.
Consumers crave both pleasure and wellness
Today, enjoying a treat is not about abandoning health goals but finding products that meet both emotional and physical needs. This shift is creating a new standard in categories like better-for-you and clean(er) label.
Mood and mental well-being are now drivers behind food choices. Across global markets, consumers are choosing snacks, baked goods, and desserts that not only taste good but also support their emotional state. This trend is increasing demand for indulgent products that offer comfort and stress relief, packaged in a tasty treat1.
In parallel, physical wellness continues to shape the market. Weight management is the top health concern in Europe, and consumers are actively seeking indulgent products that align with their goals. The demand for biscuits and sweet baked goods carrying claims like no added sugar or no hydrogenated fats is rising steadily. These products, especially when tied to clean/natural or bio/organic credentials, are becoming essential for brands aiming to stay relevant2.
Gut health is another growing area of interest. A significant portion of consumers now link gut health with overall physical well-being, leading to increased attention to ingredients like fiber, whole grains, and fermented components such as sourdough. This creates opportunities for brands to bring functional benefits into indulgent formats, turning everyday treats into smarter choices2.
Even product packaging plays a role. Eco-friendly and clearly labeled formats are gaining traction, especially when they highlight sustainability and functional value. This reflects a broader expectation: indulgence should not only satisfy cravings, it should align with personal values and long-term wellness priorities3.
As a result, indulgent foods today must deliver on multiple fronts. The brands that can offer emotional satisfaction, physical benefits, and responsible presentation are the ones that will be considered more.
Which trends are shaping the healthy indulgence market?
As indulgence and health become increasingly intertwined, these product trends are shaping the future of the industry.
Reduced sugar: a global priority
Sugar reduction is a consistent priority across many regions. A clear preference for low-sugar options is linked to overall health, especially weight management, currently the top physical health concern in Europe.
Consumers actively seek sweet goods with “no added sugar” or claims such as “no hydrogenated fats” or “no palm oil,” particularly in biscuits and sweet baked goods. These preferences have driven a 14% average annual growth in weight-management claims in the sweet baked goods category over the past three years2.
To help you reformulate indulgent products without compromising on taste or quality, Puratos offers various categories of sugar-reduced solutions from sugar-reduced chocolate to complete or concentrated cake mixes and clean-label cake improvers with two notable best-sellers:
- Tegral Satin Cream Cake Sugar Reduced, which enables an average of 35% sugar reduction in finished goods.
- Modular solution, Acti Sugar Reduction, a clean-label cake improver that also achieves up to 35% sugar reduction and provides the option to add a “source of fiber” nutritional claim4.
Fat reduction: targeted by region
While sugar reduction remains a key health focus in Europe and North America, fat reduction resonates more in the Asia-Pacific region and South America. In these regions, consumers widely associate lower fat content with improved healthfulness, especially in traditionally indulgent categories like patisserie and sweet baked goods.
To meet this demand without sacrificing the sensory quality of products, we offer two categories of fat-reduction solutions:
- Fillings, such as Cremfil Ultim, a range of water-based nut and chocolate fillings that offer up to 70% less fat compared to traditional fat-based alternatives.
- Sweet bakery mixes and improvers, including Intens Puraslim, a clean-label technology that enables up to 50% fat reduction in soft and sweet bread recipes, while preserving moistness and softness4.
By integrating these solutions, brands in health-conscious growth regions can position themselves as innovators in better-for-you indulgence.
Plant-based needs are rising
Today, enjoyment must come with values as consumers expect their choices to reflect a commitment to health, sustainability, and ingredient transparency.
Plant-based eating has gained mainstream popularity due to its associated health benefits and reduced environmental impact compared to traditional animal-based diets. According to Taste Tomorrow, global interest in plant-based chocolate remains strong, with predicted growth in markets like China and Italian-speaking countries5. As vegan and flexitarian diets become the norm, expectations are rising. Not just for availability, but for equal taste quality compared to animal-based products. See how our ingredients can help you innovate.
No dairy
- Belcolade Selection M. and W. Plant-Based Cacao-Trace: 100% plant-based milk-alike (also known as mylk) chocolate and white couvertures
- Ambiante: 100% plant-based whippable topping
- Cremfil (Classic, Silk, Ultim): Plant-based cream fillings
- Carat Nuxel Hazelnut Plant-Based: Premium plant-based, fat-based filling
- Cremyvit Classic Plant-Based: Plant-based custard mix
No eggs
- Satin Plant-Based: 100% plant-based cake mix with no eggs or butter
- Sunset Glaze: Glazing solution and plant-based substitute to traditional egg wash
- Easy Soft’r Plant-Based: Full egg replacement for brioche and sweet breads
- Cremyvit Plant-Based: Custard cream without milk or eggs
- Intens Egg Replacement: Complete egg replacement for yeast-raised baked goods
No butter
- Mimetic: Plant-based specialty fat for laminated pastry and sweet baked goods6
Fruits in sweet products
According to the latest Taste Tomorrow consumer research by Puratos, one of the fastest-growing global trends in sweet bakery and patisserie is the Tangy Twist: a flavor profile that combines sour and zesty notes with a healthier appeal.
Today’s consumers are not only looking for exciting new taste experiences, but also for baked goods that support their wellbeing and better-for-you lifestyle goals. As a result, products made with fruit and berry fillings or toppings such as lemon, raspberry, and mango are rising in popularity.
These ingredients offer a naturally tangy taste along with improved health credentials, helping reduce guilt while enhancing indulgence.
Whether it’s the preferred flavor profile for adventurous eaters or a conscious choice for those seeking healthier sweet bakery options, fruit is at the heart of this movement.
At Puratos, our premium range of fruit fillings, including Topfil and Vivafil, enables bakers, patissiers and food manufacturers to meet this demand with delicious, visually appealing, and clean-label solutions.
Tailor solutions to your market
There’s no universal formula for healthy indulgence. What works in one country may not resonate elsewhere. That’s why developing successful bakery, patisserie, or chocolate products today depends on a deep understanding of regional and demographic preferences.
Through Taste Tomorrow, Puratos offers a unique edge. Our global Consumer Research Program combines interviews with thousands of consumers and experts across over 50 countries, insights from food lovers in trendsetting cities, and real-time online data analysis using semantic AI. This research is supported by a broad network of partners, from flavor houses to academic institutions, giving us, and our customers, a clear picture of both current expectations and future trends.
By working closely with Puratos, you gain access to these insights and the support to turn them into locally relevant innovations. Whether you’re refining an existing product or launching something new, we help you tailor your offering to what truly matters to your market.
REFERENCES:
- The latest mood food innovations are more personalized than ever – Puratos
- Sweet Baked Goods in Europe – Innova Market Insights
- The Role of Food Packaging in Consumer Choices: A Data-Driven Insight – Metrobi
- Improving Nutritional Values – Puratos
- Hottest chocolate trends for 2025 – Taste Tomorrow
- Plant-Based – Puratos
