Trend: Indulgence. Older millennials are turning hobbies into a meaningful household spending priority, investing more heavily in activities that make limited leisure time feel rewarding. Bank of America Institute data shows older millennials spending more per hobby customer than any other generation, with their hobby spending a little more than twice Gen Z's level, revealing an emerging Hobby Economy built around passions, activities and everyday enjoyment. The shift is part

Trend: Indulgence. Fall indulgence is not disappearing, but consumers are looking beyond the predictable sweetness that has defined seasonal menus. Salted brown butter latte searches have jumped 900% year over year and salted maple latte searches 550%, while consumer research cited by The Food Institute finds 47% think pumpkin is overrated and one in four are completely over it. The emerging Swavory Flavors trend is introducing salt and savory notes into familiar sweet treats

Everyday Indulgence is moving into the drinks cup as consumers increasingly look for small, affordable pleasures that add excitement to ordinary moments. Fast-food chains are responding with matcha, boba, iced coffees, refreshers, frozen lemonades and increasingly elaborate specialty drinks that consumers can buy without ordering a meal. KFC's Kwench, Greggs' matcha and McDonald's expanding iced-drink range reveal the rise of Drinkable Treats — turning beverages from supporti

Plant-based food is entering a new phase where taste, quality and everyday appeal matter more than the vegan label itself. As consumers become more skeptical of highly processed substitutes and overtly activist positioning, the opportunity is shifting toward food that happens to be plant-based because it is genuinely delicious. Why Everyone Is Talking About It: The Vegan Restaurant Boom Is Reversing Only a few years ago, dedicated vegan restaurants symbolized the future of ea