INDULGENCE WINS.
THE BEHAVIOR REVEALS THE brand IMPERATIVES.
Americans are treating themselves more often and more deliberately, even in the face of financial pressure. Method1's State of Indulgence report decodes the psychology behind the choice—revealing a category as commercially durable as it is emotionally essential.
Lift the mood, own your market. While countless brands compete on quality or price, consumers tell us the #1 factor that makes indulgence “worth it” is actually mood improvement.
Based on a nationally representative survey of U.S. consumers aged 18–65, segmented across generations (Gen Z, Millennials, Gen X, Boomers), gender, income and household type. Fielded February 2026.
Inside the report:
Which indulgences Americans value most—and the distinct emotional payoff each delivers
What wellness goals mean for indulgence frequency (it’s not what you’d expect)
Why resisting indulgence makes the reward more delicious, not less likely
5 Brand Imperatives for claiming share in this remarkably resilient category
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Indulgence Report 2026
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