In light of ongoing global challenges, in 2023 Mintel forecasted that consumers would largely resist sacrificing moments of enjoyment and indulgence.¹
The forecast was right. Instead of categorizing certain foods and beverages, brands can provide consumers with an opportunity to enjoy them freely, offering moments of relaxation and escape. Could this be the future of the indulgence industry?
Global challenges of the last few years, such as global conflicts, economic uncertainties, environmental issues, as well as daily pressures of modern life, have led consumers to seek moments of indulgence in their food and beverage choices. With daily stress and fast-paced lifestyles, many individuals now view food and beverages as a primary source of comfort.
As a result, there is a rising trend where people allow themselves to experience pleasure, especially in what they drink or eat. This shift influences brands to create products with sensory appeal and indulgence, such as unique flavors, enjoyable textures and story-telling that evokes pleasure.
Even health-conscious consumers prioritize balance, choosing treats that satisfy their wellness goals and desire for pleasurable experiences. This trend is reshaping the food industry, as companies recognize the need for products that fulfill both nutritional and emotional satisfaction, helping consumers find a sense of relief amid global stressors.
Consumers are increasingly looking for purchases that bring emotional, social, and mental satisfaction, as detailed in Global Data’s report ‘Sensory and Indulgence – Consumer Trend Sights 2024’.² And while this trend is the most noticeable among millennials and Generation Z, many consumers desire experiences over material goods and have an urge to escape the demands of daily life.
Clarkston Consulting’s ‘2023 Food Industry Trends’ report also shows an increasing consumer preference for products that balance quality with the ability to deliver a satisfying experience.³ This shift comes as consumers, especially amid economic pressures, continue to select products that provide both enjoyment and nutritional value. This need also directly links to expectations for specific flavors.
Euromonitor’s data from the National Restaurant Association Show in 2023 further reinforces this, noting a consumer demand for new, exotic flavors and high-quality ingredients that enhance the eating experience.⁴ Brands are responding by innovating with unique ingredients, such as yuzu or functional flavor profiles, that appeal to consumers’ desire for culinary exploration while meeting expectations for quality.
In line with these trends, Agus created Hello Day! Magico. The name Magico [Italian: mà · gi · co] comes from a combination of English words magic and coconut. The goal of biting into crunchy coconut cubes (nata de coco) immersed in delicious juice is to teleport consumers to magical places. This experience is supported by three ‘hero’ flavors: mango, lychee, and coconut, and two ‘wow’ flavors: yuzu and mojito.
A completely new extension line, not just another fruit flavors, set to launch in early 2025, is expected to capture consumers interest. Hello Day! Magico is designed for people of all ages seeking unique and unexpected beverage experiences. The brand fulfills the desire for enjoyment and distinctive flavors.
“The growing awareness of consumers means that it is no longer only the unique taste or smell that matters, but also the consistency of the product, convenient packaging and branding,” says Jaroslaw Banda, Communications Director at Agus.
“That is why our drink contains less than 5g/100ml of sugar, is packaged in a fully recyclable 500ml PET (polyethylene terephthalate) bottle with a tethered cap and has an iconic symbol of a blue star on the label, which is immediately associated with the magic wand and cloak of the wizard Merlin.”
The official premiere of the brand took place at Gulfood, Dubai, UAE, in February 2024, and introduced at European retailers such as Netto, Jeronimo Martins, Intermarché and Maxima. The launch was completed at SIAL Paris, France, in October 2024. Lidl, Aldi and Kaufland have just confirmed Magico presence on their shelves this autumn and winter. Agus continues business discussions with other retailers and distributors.
The company’s expansion is anchored in enduring corporate values, which are supported by real activities of the entire team. By providing an environment that fosters creativity, Agus encourages employees to think innovatively, a philosophy reflected in its employer brand slogan, beyond. This is very important from the perspective of creating unique brands and products such as Hello Day! Magico.
Looking ahead, according to Mintel, Food and Beverage Trends for 2025, will be related to the ways in which consumers balance wellbeing and indulgence. On one hand, consumers are hungry for brands that help them ‘break the rules’ in food and beverages, but they also need to be encouraged to trust new flavors emerging both locally and globally.
References
1. Mintel. 2023 Global Food and Drink Trends.
2. Global Data. Sensory and Indulgence – Consumer TrendSights Analysis, 2024.
3. Clarkston Consulting. 2023 Food Industry Trends.
4. Euromonitor. National Restaurant Association Show: Top 3 Drinks Trends.
