More is more food and beverage trend – summary
- Consumers reject low- and no- narratives favouring real ingredients
- More is more driven by treat culture social media
- Indulgence becomes intentional, richer, bolder, theatrical, premium formats across sectors
- Functional ingredients layer benefits onto indulgent snacks, drinks, desserts
- Brands gain opportunity through sensory innovation layered value permission
It wasn’t long ago that words like zero, low, and reduced dominated the marketing copy of food and beverage products across the globe.
Consumers were drawn to terms like low fat and zero sugar, seeing them as a simple route to better health and slimmer waistlines.
But that narrative is shifting – fast.
Ingredients like fat and sugar are no longer cast as villains of the modern diet. But their alternatives are. Ingredients like real butter are edging out margarine, sugar is being chosen over sweeteners, and full‑fat products are making a comeback at the expense of 0% alternatives.
“The definition of health is changing from desiring low and no-fat and -sugar, to ‘real’ or unadulterated ingredients,” says Elizabeth Sisel of food and beverage analysts Mintel.
But it’s not just about the types of ingredients consumers want, it’s the desire for more. More flavour, more variety, more health benefits, more more more.
More is more
“Several forces are converging to fuel a ‘more is more’ mindset,” says Huy Do, trendologist and research and insights manager at Datassential. “Many consumers are placing greater value on enjoyment, social connection, and small moments of excitement in everyday life.”
Added to this, the rise of treat culture is a major driver of the more is more trend.
“Many consumers, especially younger ones, are intentionally building small indulgences, such as pastries, and desserts, into their routines as a way to boost mood or manage stress,” says Datassential’s Do. “As daily life feels more complex and emotionally taxing, food and beverages increasingly serve as accessible forms of comfort or reward.”
What’s more, social media trends have raised the bar for what feels exciting and attention-worthy, pushing consumers towards foods and drinks that are visually striking, texture-forward, sensory-rich, and conversation-worthy.
Pure indulgence
The growing appetite for pure indulgence is impossible to ignore. In the more is more era, indulgence is no longer shy or restrained, it’s richer, bolder and more expressive, leaning into excess as a feature rather than a flaw.
This shows up in bigger flavours, thicker textures and more lavish formats – extra‑stuffed cookies, multi‑layered desserts, oversized bakery items, premium chocolates with exaggerated fillings, and drinks that blur the line between beverage and dessert. Rather than minimising sugar, fat or calories, these products lean into indulgence cues that feel sensory and satisfying – richness, creaminess, crunch, melt and contrast doing much of the work.
What’s notable is that pure indulgence is increasingly intentional. As everyday eating becomes more controlled – shaped by wellness routines, GLP‑1 use or flexible dieting – indulgent moments stand out more clearly. When consumers choose to indulge, they want it to feel genuinely rewarding. That means fewer compromises, less better‑for‑you signalling, and more focus on taste, texture and emotional payoff.
Pure indulgence also taps into nostalgia and comfort, but with an amplified twist. Classic formats like brownies, cheesecakes, ice creams and chocolates are being upgraded through premiumisation, hybridisation or visual drama. Familiar flavours are pushed further, portions feel more generous, and products are designed to deliver an almost theatrical sense of abundance.
Importantly, this indulgence is not about mindless overconsumption. Instead, it reflects a shift towards permission and pleasure – giving consumers space to enjoy food without justification. In a culture that often frames eating through optimisation and control, pure indulgence acts as a counterbalance, offering moments that are emotionally satisfying, culturally resonant and deliberately over‑the‑top.
Functional benefits
Functional ingredients are becoming an increasingly important part of the more is more mindset. Rather than stripping products back to do one thing well, brands are leaning into formulations that promise added benefits on top of flavour, indulgence and enjoyment. Protein, fibre, adaptogens, probiotics, nootropics and botanicals are no longer confined to niche health products, they’re being layered into everyday foods, snacks and treats.
What’s changed is how these ingredients are showing up. Instead of signalling restraint or self‑denial, functional claims are now part of a more expansive, permissive approach to eating. Consumers want foods that feel satisfying and indulgent, but also deliver something extra – whether that’s satiety, energy, gut health, calm or focus. In this context, functionality isn’t replacing pleasure, it’s enhancing it and helping justify indulgence rather than limiting it.
This is particularly visible in categories like snacks, beverages and indulgent staples, where high‑protein desserts, fibre‑enriched baked goods, gut‑friendly chocolates and mood‑supporting drinks are becoming more mainstream.
Importantly, this shift reflects a reframing of what ‘healthy’ looks like. Rather than minimising ingredients or cutting things out, consumers are increasingly comfortable with products that do more – more flavour, more texture, more experience, and more benefits. In the more is more era, functionality isn’t about restraint or optimisation alone, it’s about layering value into indulgence and making every eating occasion feel richer, smarter and more rewarding.
More opportunities
For the food and beverage industry, the shift from less to more opens up a powerful set of opportunities.
As consumers move away from restriction‑led narratives, brands are free to innovate around pleasure, abundance and emotional connection.
At the same time, the more is more mindset allows for functional ingredients to add benefits without taking away from enjoyment.
And there’s room for renewed creativity in storytelling, allowing brands to play with nostalgia, drama and craftsmanship, to appeal to shoppers and make food and drink more enjoyable.
