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In an unpredictable world, consumers are turning to small, everyday luxuries to spark joy – fuelling the rise of ‘little treat culture’. From indulgent seasonal drinks to nostalgic flavours and social media-driven trends, the beverage industry is embracing this shift. Sian Edwards, director of strategy and insights at Finlays, explores how brands can tap into this growing movement and create moments of happiness through innovation, storytelling and strategic brand engagement.

Is the world ‘sparking joy’ right now?

Arguably not. A seemingly endless onslaught of political instability, climate emergencies and humanitarian crises dominates global news cycles. While it’s essential to acknowledge and address these issues, finding small, everyday moments of levity is equally vital to maintain a sense of balance and optimism.

This quest for joy and positivity is at the heart of a growing cultural movement known as 'little treat culture'. Prominently showcased on platforms like TikTok, this trend revolves around indulging in small, accessible luxuries that bring bursts of happiness to an otherwise heavy day.

Beverages – artisanal coffee, speciality teas, indulgent bubble teas, and more – are playing a pivotal role in this cultural shift. These drinks represent joy through affordability, availability, creativity and indulgence. Think of it as the manifestation of the Lipstick Effect within the beverage industry: small but meaningful moments of escapism and self-care during challenging times.

How is this trend manifesting in the beverage industry?

Several dynamic developments are shaping the new era of fun in beverages, with businesses innovating rapidly to meet consumer desires for indulgence, nostalgia and connection.

1. Premium, elevated experiences

High-quality beverages have become a key indulgence for consumers looking for accessible luxuries. The rise of speciality coffee shops, craft beverage makers, and artisanal teas highlights this trend. Drinks like lavender-infused cold brews, nitro-infused craft teas, and sparkling matcha are commanding premium price points because they promise a heightened experience.

Take Starbucks Reserve as an example: the brand emphasises ultra-premium, small-batch coffee blends paired with upscale presentation, transforming a simple coffee run into an elevated experience. Consumers are willing to pay extra for these thoughtfully crafted beverages, particularly if the brand offers transparency around quality, sourcing, and sustainability.

2. Seasonal and limited-time offers (LTOs)

Nothing creates excitement quite like limited-time or seasonal releases. These offerings tap into the human desire for exclusivity and urgency. For instance, iconic seasonal drinks like the pumpkin spice latte have become cultural phenomena, signalling the arrival of fall and creating an emotional connection for consumers.

The numbers speak for themselves: 78% of quick-service restaurant operators now offer LTO beverages, a significant jump from 51% in 2021 [Technomic Beverage Navigator, 2023]. Seasonal releases like peppermint hot chocolate or summer berry frappés give consumers reasons to revisit brands frequently, driving sales while deepening loyalty.

3. Retro flavours

Nostalgia is proving to be a powerful motivator. Retro-inspired flavours such as root beer, cream soda and s’mores have surged in popularity, with brands leveraging the emotional resonance of these tastes. These beverages evoke core memories of simpler times, which is especially appealing in today’s chaotic landscape.

This trend extends beyond beverages themselves to packaging design. Brands like Olipop are combining retro flavour profiles with vintage-style branding to create a sense of familiarity, comfort and authenticity.

Read more about the revival of retro and nostalgic flavours in FoodBev's latest trends blog here.

4. Social media influence

Social media – TikTok in particular – has transformed how consumers discover, experiment with, and consume beverages. Viral trends such as #WaterTok and elaborate coffee recipes have created a thriving community of beverage enthusiasts. From colourful fruit-infused waters to DIY whipped dalgona coffee, these trends have popularised the idea that beverage creation can be both fun and approachable.

Moreover, the influence of social media extends to tools and ingredients. Sales of at-home beverage equipment, such as frothers, reusable straws and speciality syrups, have spiked as consumers look to replicate coffee shop-quality drinks in their own kitchens.

5. Permissible indulgence

The intersection of wellness and indulgence is driving a new wave of 'permissible indulgence' beverages. Consumers are seeking drinks that balance the pleasure of a treat with health-conscious benefits. Protein-packed iced coffees, probiotic kombuchas, and functional teas with adaptogens and superfoods exemplify this trend.

A great example is Poppi, a functional soda brand infused with prebiotics, which promises digestive health benefits without compromising on flavour. These beverages are marketed as guilt-free indulgences, helping consumers feel good about their choices while enjoying a moment of joy.

6. Brand engagement

The rise of 'little treat culture' has prompted brands to find new ways of connecting with consumers on an emotional level. Eye-catching packaging, playful campaigns, and collaborations with influencers or like-minded brands are key strategies.

Twisted Tea’s Rocket Pop collaboration, for instance, capitalises on nostalgic flavors while creating online buzz, showcasing how cross-industry partnerships can amplify consumer interest. Meanwhile, brands are emphasising storytelling, whether it's highlighting sustainable sourcing or showcasing the people behind their products, to build trust and foster loyalty.

How to tap into this trend

Businesses that embrace 'little treat vulture' have the opportunity to differentiate themselves in a crowded market. Here are actionable strategies:

Values-led branding: Today’s consumers gravitate toward brands that align with their personal values. Develop narratives around ethical sourcing, sustainability or social impact to create products that consumers feel proud to support.

Innovative product development (NPD): Creativity is key in meeting consumer expectations for excitement. Experiment with trending textures like cheese foam or nostalgic flavours like s’mores. Work with suppliers who provide market insights to ensure product launches align with current consumer interests.

Authentic brand connections: Engage with consumers beyond the beverage itself. Highlight the people behind the product, create a relatable tone of voice and foster community through initiatives like merchandise or loyalty programmes.

Strategic collaborations: Collaborate with complementary brands to expand your reach and add a sense of fun. For example, partnering with candy brands for flavour crossovers can boost appeal and online buzz.

Portfolio balance: Strike a balance between indulgence and functionality. Offer a range of products that cater to various needs, from creamy iced coffees for a treat to nutrient-dense RTD teas for everyday wellness.

In a world where joy feels fleeting, beverages have become the ultimate form of affordable escapism. Whether it’s the nostalgia of a root beer float, the indulgence of a pumpkin spiced latte or the comfort of a protein-rich iced coffee, consumers are looking to beverages as small but meaningful luxuries.

The brands that embrace this cultural shift, staying ahead of trends while remaining authentic and values-driven, are well-positioned to thrive. By focusing on 'little treat culture,' the beverage industry has an opportunity to not only meet consumer desires but also create moments of joy in an otherwise uncertain world.