As consumers increasingly prioritize health and wellness, demand for healthier yet indulgent food options is on the rise. According to a McKinsey & Co. survey, 70% of respondents expressed a desire to improve their health, with half of all consumers placing healthy eating as a top priority.
Despite these goals, 73% of global consumers continue to enjoy indulgent treats at least once a week, and 42% admit to doing so every other day. This demand has driven food developers to create products that combine health benefits with indulgent taste.
Industry experts highlight that while this ‘smart indulgence’ trend is promising, execution remains a challenge. Many functional ingredients, such as botanicals and adaptogenic mushrooms, introduce bitter or earthy notes that compromise taste. Additionally, products with reduced fat, salt, or sugar often struggle to deliver the desired mouthfeel and flavor.
Experts emphasize that overcoming the perception bias—that healthy products lack indulgent flavor—is key to ensuring their success. Achieving this requires developing products that are genuinely delicious while still aligning with wellness goals.
Rapid iteration and innovative flavor solutions have proven effective in improving these products. Companies like Edlong Flavor Solutions are actively addressing this challenge through customized solutions that enhance indulgence without compromising health benefits.
By utilizing a diverse range of indulgent dairy and dairy-type flavors, Edlong helps developers refine their products quickly. The company’s tailored approach includes enhancing sweetness, saltiness, and mouthfeel to achieve a rich sensory experience. Their extensive flavor portfolio includes profiles such as chocolates, caramels, vanillas, and regional specialties like dulce de leche, Irish cream, and Speculoos. These flavors, part of Edlong’s “Sweet Success” line, are designed to be heat-tolerant and effectively mask unwanted notes.
With continuous improvements and a focus on authentic indulgence, developers are increasingly able to deliver healthier treats that consumers genuinely enjoy. By blending indulgent taste with functional benefits, these products are poised to become permanent fixtures in the marketplace.