Trend Indulgence shifts from luxury to emotional offset within disciplined budgets

Summary

Capgemini observes that consumers are treating small indulgences as a way of coping rather than as luxuries. It calls this an emotional offset, in which people balance careful spending with brief pleasures that restore normality and self-reward. The pattern is most pronounced among Millennials and Generation Z, who are used to talking about emotional wellness and mindful consumption. Brands are responding with smaller treats, as Mondelez's growth in snacking and Starbucks' layered cold foam drinks show. The report argues that indulgence is no longer in conflict with frugality but serves as a release within disciplined budgets.