Indulgent Consumption And Emotional Reward Are Reshaping Food And Beverage Behavior “Guilty consumption”  is emerging as a major behavioral shift in Japan, where consumers intentionally choose indulgent, high-calorie foods and drinks as a form of emotional reward. Instead of prioritizing health or restraint, this trend embraces excess—rich flavors, high sugar content, and sensory intensity—as part of the experience. This reflects a growing desire to escape daily stress throug