how food brands can harness little treat culture.

Let’s face it. Life is expensive af right now.

So it’s not surprising that in today's economic climate, where major purchases are becoming increasingly challenging, we're seeing the rise of 'little treat' culture.

This shift in spending attitudes and habits is reshaping consumer behaviour and presenting a unique opportunity for food brands to adapt and thrive.

What is Little Treat Culture?

As aptly described by Food & Wine, little treat culture revolves around "small purchases and sweet moments to fend off the general malaise of the current moment". With over 42 million views on TikTok, this concept has firmly embedded itself in our collective consciousness.

While discretionary income may be shrinking, spending is not. It’s our habits that are evolving. Consumers are pivoting towards small indulgences that brighten their day without breaking the bank.

Who’s Doing It Well?

Several brands have successfully incorporated little treat thinking into their products. Here are some notable examples:

🧁 Starbucks: They’re not huge here in Australia but we should be taking notes- Starbucks is the OG little treat! With their ever-changing menu of seasonal drinks and small-sized options, Starbucks has mastered the art of offering affordable luxuries. Their limited-time offerings, like the Pumpkin Spice Latte, create a sense of urgency and exclusivity.

🧁 Halo Top: This ice cream brand revolutionised the dessert market by offering pint-sized, lower-calorie ice creams. They've positioned their product as a guilt-free treat, perfect for those looking for a small indulgence without overdoing it.

🧁 Erewhon Market: Although not available in Australia, this LA-based health food store has gone viral on social media with its famous $17 (USD mind you!!) smoothies. These luxury smoothies, often created in collaboration with celebrities, epitomise the 'little treat' concept. They've turned a simple beverage into a coveted, Instagrammable moment, showing how even everyday items can be elevated to desirable treats.

Strategies for Embracing Little Treat Culture

Of course, it wouldn’t be a blog article by me without a list! Here are some creative ways food brands can align with little treat culture…

🧁 Perfect Portions: Offer smaller, more affordable versions of existing or premium products.

🧁 Elevate the Everyday: Transform ordinary staples into special experiences. Remember the excitement of fruit roll-ups with tongue tattoos? Or cereal with CD-ROMs inside? Aim for that level of everyday magic.

🧁 Polished Packaging: Invest in eye-catching designs or unique packaging shapes.

🧁 Limited Editions: Create seasonal or special flavours to generate excitement. Better yet, involve your audience in the ideation and development process for a sense of ownership.

Food For Thought

I really want to emphasise here- this isn't merely a passing trend; it's a significant behavioural shift in consumer spending patterns. Food brands that recognise and adapt to this change stand to gain a considerable advantage in the market.

Finally, it's important to note that aligning with little treat culture isn't about encouraging overconsumption. Rather, it's about being part of a moment of joy through thoughtful, high-quality offerings that resonate with consumers' desire for small, meaningful indulgences.