Circana: 80% of U.S. consumers keep treats in balance

By Tom Whitfield

Circana found that 21% of U.S. consumers name “feeling more joy” as a wellness priority. Its Global Health & Wellness Market: The Next Wave of Growth report finds consumers increasingly embrace wellbeing without restricting food and drink, leaving room for treats, pleasure and flavor.

What does everyday wellness look like for U.S. consumers?

Circana’s U.S. data shows that consumers incorporate indulgence into their routines rather than excluding it:

• 80% build treats into a balanced lifestyle.
• 37% regularly allow themselves treats as part of that balance.
• 43% indulge occasionally while trying to limit it.
• Only 5% actively avoid indulgences whenever possible.

Circana’s data places the strongest cravings at dinner and between meals. Men more often crave savory indulgence, while women more often seek sweet options.

How can brands make room for wellness and enjoyment?

Circana describes a market in which wellness and satisfaction coexist. That creates room for both treats and pleasure within a balanced lifestyle.

Sally Lyons Wyatt, global EVP and chief advisor at Circana, said in a recent webinar:

“Wellness doesn't mean you have to break up with your favorite treats. The real opportunity is helping people make room for both.

Smaller portions and different levels of indulgence can give enjoyment a place within the core range and across all three.”

Food and beverage brands can apply this guidance across their portfolios rather than treating every treat as a concession. Circana’s report says brands and retailers can connect with consumers by making the pursuit of emotional satisfaction more achievable.

Where does indulgence add protein?

Circana found that consumers increasingly obtain protein from categories once considered indulgent. Some treats now deliver satisfaction and health benefits at once.

The research measured year-over-year changes in grams of protein consumed:

• 13% growth in cakes, cupcakes and snack cakes.
• 13% growth in fruit drinks, juices and “ades.”
• 13% growth in quick breads, muffins, donuts and pastries.
• 7% growth in candy, mints and fruit snacks.

The 13% year-over-year rise in protein consumed from cakes, cupcakes and snack cakes was nearly twice the 7% rise recorded for candy, mints and fruit snacks. For brand teams, Circana’s data supports testing smaller portions and protein alongside flavor rather than separating indulgence from wellness.

Where do consumers find enjoyment beyond food?

Circana identifies “grandma hobbies” and other creative escapes as ways to find joy. Consumers are also spending time away from the digital world.

Larissa Jensen, SVP and global beauty industry advisor at Circana, said:

“Consumers are trading screen time for hands-on activities that feel slower, more creative, and more restorative.

Whether it's knitting, crafting, coloring, botanical building, or model-making, these categories are generating meaningful sales growth because they're delivering something that consumers increasingly crave.”

Self-care provides another channel for emotional wellbeing. Circana data shows that 37% of self-care participants cite improved mood as a reason their activities are impactful.

What barriers must brands remove?

Everyday pressures block mental and emotional health improvements, according to Circana’s data. One in four consumers cite lack of time, 23% struggle with motivation, and one in five say it is too expensive. Another 15% are not sure what is best for them.

Lyons Wyatt told consumer-facing businesses to make the next healthy step feel manageable, affordable and worth repeating. Her guidance gives brand and retail teams a practical test: remove a barrier, then support repetition.

For brands and retailers, the next move is to make the next healthy step enjoyable, manageable, affordable and worth repeating. That approach follows the report’s central finding: emotional satisfaction and wellness now coexist in daily choices.