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apture consumers looking to treat themselves
Even in times of financial pressure, the ‘treat yourself’ mentality prevails. When money is tight, small indulgences often feel even more justified. Many consumers are looking for emotional satisfaction and relief engage in “doomspending”—impulsive, often non-essential purchases that offer brief emotional relief.1 Recent studies show that more than a quarter of Americans doomspend to manage stress, with Gen Z and Millennials championing this behavior.2 Operators who recognize this shift have an opportunity to meet emotional and economic needs simultaneously—and we’re here to help you do just that.
Treat-yourself culture, explained
This doomspending pattern has spurred on a movement that spans far beyond cravings and into a new culture—a “little treat” culture. Young consumers have started turning to frequent snacking and indulgent foods and beverages to alleviate some of the scary, negative effects of modern life.1 They frequently indulge in comfort food and beverage splurges backed by the mentality of “I deserve this.”3 And hey—that’s fair. We all search for little things that can momentarily distract us from the tumultuous experience of adulthood and give us a little mood lift. Operators would be remiss to not be able to meet their customers where they are with tasty little drinks and treats suited for on-the-go, spur-of-the-moment excursions, and the PepsiCo portfolio can help set you up for success when it comes to satisfying these cravings.
The role of beverages in treating yourself
Beverages have become essential in today’s treat-yourself occasions. They’re portable, customizable, and perfectly positioned for “now” moments that deliver satisfaction without a full meal. Beverages are experiential; they help consumers slow down, savor something craveable, or power through the day with a flavorful lift. And the emotional value is translating into market momentum.
The LSR (limited-service restaurant) coffee segment is among the fastest-growing in foodservice, with brands like 7 Brew, Dutch Bros., and Scooter’s Coffee fueling impressive unit and sales growth. While speed and convenience remain important, it’s indulgent, treat-worthy beverages (like 7 Brew’s Snickerdoodle Mocha and Pink Paradise Lemonade) that are capturing consumer attention and driving traffic.4 At the same time, the LSR dessert category is undergoing a transformation. Traditionally led by baked goods and frozen treats, it’s now increasingly dominated by beverage-forward concepts like Swig and Fiiz Drinks. These brands are redefining dessert with craveable, customizable options like “dirty sodas” that offer a refreshing yet indulgent alternative to cookies or ice cream.4
Ready-to-drink pairings
Not every indulgent moment requires a barista or blender. Ready-to-drink beverages play a powerful role in the treat-yourself ecosystem, especially in nontraditional and self-service spaces. For example, a canned Starbucks Cold Brew (available in flavors like Chocolate Cream, Salted Caramel Cream, and Vanilla Sweet Cream) may be a treat in a hospital cafeteria for an employee on break, while a premium bottled Naked Juice Rainbow Machine or Naked Juice Piña Colada may be a treat for a college student on the way to class. Operators can also amplify treat-yourself occasions with smart pairings. Here are some ideas to get you thinking:
Caesar Salad + Fries + Pepsi Zero Sugar: Bundle a Caesar salad and fries—a salty, savory, cold and hot combination trending on TikTok with a crisp, refreshing, and guilt-free Pepsi Zero.
A Baked Treat + Celsius: Pair fuel and fun by bundling a baked good with Celsius. This midday pick-me-up is perfect for Gen Z consumers craving an emotional lift and an energy boost.
Girl Dinner + Kevita: Charcuterie, cheese, pita chips, veggies, and hummus pair perfectly with a Kevita Sparkling Probiotic Refresher to create a modern indulgence that’s both delicious and functional.
PepsiCo makes a little treat occasion easy
The treat yourself mindset is a coping mechanism, a cultural shift, and a commercial opportunity. With indulgence on the rise and beverages playing a starring role, operators have everything to gain by stocking delicious, convenient drinks that turn everyday cravings into wins. And with PepsiCo’s broad portfolio of ready-to-drink beverages, it’s easier than ever to meet the moment.
Sources
1 Datassential 2025 Trend Report (December 2024)
2 Food52, “Why You Should Be Mixing Your Iced Coffee with Lemonade,” April 2016
3 Datassential 2025 Trend Report (December 2024), referencing a study by Credit Karma
4 Datassential 2025 Industry Forecast (Updated April 2025)
5 Datassential Top 500 Report, June 2024
