Speciality Food - October 2025

5 specialityfoodmagazine.com foodluxxing trend doesn’t have to warrant carting in reams of decadent food and drink products – simply leveraging the range you already stock, perhaps merchandising them as ‘moments’, is all that’s needed. “Food and emotion are inexorably linked. So too, sadly, are food and finances. The happy middle ground for many? Moments of pleasure and joy in small quantities," he says. "That connection is known across the food industry, from trendy bakeries and street food pioneers all the way up to the likes of Erewhon in the States peddling a $19 strawberry. Less said about the strawberry in terms of ‘trend longevity’ the better... “For the grounded consumer in the artisan retail space, it’s about spending that little bit more on the jar of ‘Nduja paste they just know takes a pasta dish to new heights; the premium bedtime tea infusion to nail a night’s rest; or the small batch bagel chips for a movie night treat. Maybe we should call it bite-sized escapism…” T he world of fine food is a beautiful one – filled with expertly crafted products, attractively packaged and sold at prices that are fair but can often seem luxurious – so it’s only natural that it would spawn its own take on The Lipstick Effect. Originally coined by Estée Lauder’s Leonard Lauder to describe the penchant for shoppers to opt for smaller, more affordable indulgences when budgets are tight – a luxe make up item as opposed to a designer handbag, new car, or glamorous holiday, for example – the latest take on the trend is foodluxxing (or ‘little treat culture’ if you’re on TikTok), a social media- driven movement new for 2025 and set to stay thanks to the heady combination of the cost-of-living crisis and great marketing. These days, a luxurious bar of chocolate, or a single origin and artfully roasted bag of coffee beans transformed into the ultimate (latte art-topped) flat white, are as likely to be a hit on socials as a far-flung getaway – and this provides a valuable opportunity for fine food retailers. A profitable trend “The numbers tell the story,” says the team at Hot Pickle Innovation Lab. “67% of consumers globally say they seek out small indulgences to manage stress or reward themselves (Mintel). Over the past five years, indulgent new product launches in A golden opportunity Self-gifting is on the rise across the board, but the opportunities for consumers to indulge in foodluxxing are even richer at Christmas – as is, therefore, the chance for retailers to profit. “The golden quarter, and Christmas in particular, provides huge opportunities for speciality retailers. With the latest ONS data on household spending indicating that consumers remain cautious, we’re likely to see shifts away from bigger-ticket items and the ‘Lipstick Effect’ play out strongly across fine food and drink,” says Elinor Tyler, head of consumer brands at Storm Communications. “While some shoppers are cutting back, many will still be looking for ways to bring joy and indulgence into their celebrations. Whether that’s a bottle of wine with a beautiful label, an artisan wax-wrapped cheese, posh chocolates or small- batch spirits, there are plenty of ways retailers can offer that sense of affordable luxury.” Europe have grown at around 10% a year, well ahead of the global average of 7% (Statista & Innova). And mood is the biggest motivator: Innova found that the top reason EU consumers choose indulgent foods is to boost mood, followed by sensory pleasure and novelty. Nearly half of Europeans now eat indulgent snacks once a day or more, with enjoyment, comfort, and reward driving the habit.” “This is a phenomenon that has been around since the Great Depression,” explains Andrew Niven, strategic market intelligence manager at The Knowledge Bank. “It delivers a psychological lift, offering a sense of normality and reward during the cost-of-living crisis, while also feeding into the culture of sharing small luxuries online. In its current guise foodluxxing has also taken up the Insta-everything baton – it’s about being the first to find an indulgent, affordable treat and sharing your discovery online.” For Tom Gatehouse, senior strategist at Egg Soldiers, the Don’t Underestimate The Lipstick Effect Foodluxxing, the latest foodie iteration of The Lipstick Effect, is a powerful force in food right now. Here’s why Branding plays a key role here. “When we purchase these products, we’re not just buying taste, we’re buying the story, the status, and the shareability that comes with it,” says Kelly Mackenzie, founder and creative director of White Bear Studio. “Branding done right conveys quality, it justifies a premium price point, and lets the buyer feel like they’re part of something bigger; a club, a culture, a lifestyle, a moment worth sharing. Social media is our best friend here: a beautifully designed pack doesn’t just sit in a cupboard, it takes centre stage on the table at a dinner party and has it’s own IG story. Design is no longer a functional decision, it carries emotional weight, it’s a status symbol in its own right.” "In many ways, branding has become a form of social currency," she continues. "Brands that get this are design-led storytellers. They know that every detail, from pack to logo to colour choice, is part of the luxury people are really paying for." “The lesson for retailers is clear: in tough times, indulgence sells. Whether it’s a restaurant brand on a supermarket shelf, a ‘traded-up basic, or a functional sweet with benefits, consumers are looking for products that deliver joy, comfort, and a sense of reward at an accessible price point,” conclude Hot Pickle Innovation Lab. "In uncertain times, small luxuries matter more than ever — and food is where people are finding them.”