Little Debbie
Partners: Eva Waldron, Divvya Munshi, Nathan Tran, Zeke Anderson
Research Question: “What is modern indulgence?”
Modern indulgence is something people feel they should not need to justify to anyone but themselves.
Methodolgies
Indulgence Journals
To start understanding indulgence, our individual group members kept indulgence journals. Anytime you felt the need to indulge, you wrote down why and what you chose.
Cashiers, clerks, and business owners are on the front lines when it comes to supplying indulgence, so we interviewed vendors across the Richmond area to see what’s selling, when, and why.
Survey respondents told us about the connotations associated with indulgence and what the word means to them. They also told us about their own personal indulgence habits and preferences.
The Little Debbie Confessional Booth was an attempt at watching people indulge in real time. Participants were invited to select from a large array of Little Debbie snacks while providing insight into when and why they indulge, as well as what they pick.
A Challenge and an Opportunity
Despite strong recognition and nostalgic equity, Little Debbie struggles to stand out in today’s evolving snack market. Just as Little Debbie offered solace in an era of hardship, she can once again be a source of comfort.
God knows people need it...77%
of 18-34 year olds said they give in to their favorite cravings
67%
of 18-34 year olds say they’re so busy they can’t finish everything they need to in a day
68%
of 18-34 year olds believe life should be as much fun as possible
People are fucking stressed.
Gen Z & Millennials are more stressed than older generations about financial instability, the future, and mental health. For good reason, too. Inflation and rising food costs disproportionately affect younger generations. Gen Z is anxious about grades, careers, and the environment. Millennials are stressed about work performance and career stability, and feel pressure to be constantly productive & compare achievements online.
Maslow knew.
Food has always been a source of emotional comfort & safety at the most basic human level.
The thing standing in the way is that people think comfort must be earned. They feel like indulgence is shameful and tied to moral failings.
It’s time for a reframe. Indulgence is no longer a guilty pleasure, it’s an unapologetic comfort, and feeling comfortable is self-preservation.
73%
of consumers enjoy indulgent snacks weekly
62%
buy snacks as a way to “treat themselves”
42%
of Gen Z said they snack to relieve stress
59%
of Gen Z said they snack to take a break