Why are we paying more and more for a coffee, an ice cream or a dessert? Its new trend small luxury It changes our relationship with food and everyday pleasures.
The ticket to a concert can be thought twice. A new cell phone might be postponed for later. But when we find ourselves in front of a good ice cream, a special coffee, or a carefully prepared dessert, the decision seems much easier. As long as the cost of living remains high, little daily pleasures not only do not disappear but seem to gain even greater value. It is a consumer behaviour now recorded internationally and not only in TikTok.
The flavors of small luxury
In the early 2000s, economic analysts observed that in times of recession sales of small luxury goods remained durable. The phenomenon became known as «lipstick effect», because many consumers continued to buy expensive lipstick even when they were reducing higher costs. Today, the same setting is observed in food. Instead of gadget or expensive travels, several choose a premium gelato, a specialty coffee, a special matcha, a stuffed croissant or a carefully decorated window sweet.
We don't buy an ice cream. Buy a few minutes of better mood
This may be the most interesting element of the new consumer behaviour. International research shows that small pleasures are increasingly associated with self-care and emotional discharge. 62% of consumers say that «little treats» are part of his personal care, while nearly 3 out of 4 consider them to improve their quality of life.
More simply, we buy not only the product to test but to live the moment it comes along. This is traced to good coffee before work, ice cream after the ride, favorite snack after a difficult day, at Friday's cocktail.
The new luxury fits into the budget
An ice cream of 6 euros may seem expensive compared to the prices we have found in the past. But it remains much more accessible than an expensive dinner, an escape or a large market. «People seek small rewards that offer a sense of pleasure without causing the financial pressure of a greater expense» Consumer behavior analysts explain. It is no accident that almost 40% of consumers admit to turning to small pleasures because they cannot or do not want to move on to larger markets.
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Why have we been watching matcha everywhere lately? From strawberry latte to bubble tea and Oreo
New species «small luxury»
Premium gelato
Ice cream has evolved from a simple summer treat to experience. New flavors, raw materials of specific origin, limited editions and tails outside well-known shops show that many are willing to pay more for an ice cream ball.
Specialty coffee
For several consumers daily coffee remains the most stable form of small luxury. Single original coffees, different extraction methods and specialized coffee shops have created an entire market around a daily habit.
Matcha latte
From a specialized Japanese product it evolved into a symbol of modern wellness culture. Today it is found in coffee, pastry and focus chains, often at prices that a few years ago would have been considered excessive for a beverage.
New York style cookies
Large, stuffed cookies have been converted into an autonomous category. They are bought not only for their taste but also for their experience, appearance and feeling of loyalty.
Cinnamon rolls and stuffed croissants
The new generation of bakery products has escaped the role of breakfast. Many are now treated as small luxury sweets.
Premium chocolates
Small chocolate plates, pralines and single original options have acquired a place among the daily rewards of many consumers.
Special teas and herbal beverages
Luxury is no longer exclusively associated with coffee. New blinds, matcha premium teas form part of the same trend.
Aperitivo and small dishes
Σε πολλές ευρωπαϊκές πόλεις αλλά πλέον και στην Αθήνα, το aperitivo φαίνεται πως είναι μια προσιτή μορφή εξόδου που προσφέρει αίσθηση απόλαυσης χωρίς το κόστος ενός πλήρους γεύματος.
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Η Αθήνα έγινε spritz city; Αυτά είναι τα αγαπημένα aperitivo spots στο κέντρο
Μικρή πολυτέλεια και στο delivery
Η ίδια εικόνα παρατηρείται και στο delivery όπου η εικόνα έχει αλλάξει πολύ σε σχέση με πριν από λίγα χρόνια. Σήμερα η μικρή πολυτέλεια όταν παραγγέλνουμε μπορεί να κοστίζει:
- premium gelato ~15,00 -17,00€ / 500ml
- specialty coffee ~2,40 -2,80€
- matcha latte ~2,50 -4,00€
- γεμιστά κρουασάν ~3,20 -5,50€
- cinnamon rolls ~3,00 -5,00€
- cookies ~2,50 -4,00€
- premium σοκολάτες ~6,50 -16,00€
- artisanal αρτοσκευάσματα ~4,50 -8,00€
- μικρά γλυκά βιτρίνας ~3,50 -6,50€
Η άνοδος των mini απολαύσεων
Είναι χαρακτηριστικό ότι πολλές από τις πιο γρήγορα αναπτυσσόμενες κατηγορίες διεθνώς συνδέονται με premium snacks, specialty beverages και μικρές γευστικές εμπειρίες που προσφέρουν αίσθηση πολυτέλειας χωρίς μεγάλο κόστος. Ωστόσο, ένα ακόμη ενδιαφέρον στοιχείο είναι ότι η νέα πολυτέλεια γίνεται όλο και μικρότερη. Οι αναλυτές τάσεων μιλούν για την κυριαρχία των mini μεγεθών. Δηλαδή μικρά γλυκά (πχ. cupcakes), μικρές μερίδες παγωτού και bite-size απολαύσεις που επιτρέπουν στον καταναλωτή να απολαύσει κάτι ιδιαίτερο χωρίς να ξοδέψει πολλά χρήματα ή να νιώσει υπερβολή. Έτσι, πετυχαίνουν λιγότερη ποσότητα μεν, αλλά ίδια αίσθηση επιβράβευσης.
Η νέα πολυτέλεια δεν είναι απαραίτητα ακριβή
Ίσως τελικά η μεγαλύτερη αλλαγή να βρίσκεται στον ίδιο τον ορισμό της πολυτέλειας. Για πολλούς ανθρώπους σήμερα, πολυτέλεια δεν είναι απαραίτητα το ακριβότερο προϊόν. Είναι η δυνατότητα να σταματήσουν για λίγα λεπτά μέσα στην ημέρα και να απολαύσουν κάτι που τους κάνει να αισθανθούν καλύτερα και κάπως έτσι, ένα παγωτό, ένας καφές ή ένα μικρό γλυκό καταφέρνουν να αποκτούν αξία πολύ μεγαλύτερη από την τιμή που γράφει η απόδειξη.
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Τι μαγειρεύουμε με 15€ την ημέρα; 7 χορταστικά γεύματα για 4μελή οικογένεια
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