New data shows Americans are treating themselves more than ever before as 2025 comes to an end. Zevia’s newly published State of the Little Treat Report reveals a shift in how Americans are thinking about self-care and indulgence. The study, based on a national survey of 800+ U.S. consumers, found that 72% of Americans are ‘treating themselves’ at least once per day, typically between 2 and 4 p.m. This time of day, unofficially called ‘treat-o’clock’, is becoming more popular as winter sets in, prices rise, and small daily treats bring joy throughout the season.
The study also found that nearly everyone trades a vice (binge-watching 31%, impulse shopping 26%, happy-hour drinking 24%) for a little treat that actually makes them feel good. As the new year approaches and people start crafting New Year’s resolutions, ‘mindful treating’ may be the key to unlocking new, healthier habits. Of those surveyed in the study, only 5% reported guilt or shame afterward, showing the “guilty pleasure” is officially out.
Healthy indulgences
2026 may be the year we redefine healthy indulgences, showing that consumers now know how to satisfy cravings with better-for-you options. Instead of zoning out in front of the TV or scrolling online, people are choosing small, feel-good treats to lift their mood. Consumers are seeking satisfaction through food choices with cleaner, lighter credentials (such as fewer calories and natural ingredients). Treats are getting smarter too, with more options than ever before that are low in sugar, high in fiber, and contain more protein per serving.
