“To keep energized and to energize others.”
Zevia’s State of the Little Treat Report:
Uncovering the Shift from Indulgence to Intention.
There's no question that the 'little treat' has grown from a viral moment into a cultural ritual.
As the keeper of all things radically real, Zevia was curious about what treats really say about modern life; so we surveyed fans nationwide to learn how, when, and why people treat themselves.
What we discovered: consumers are using feel-good moments to recharge, and rewriting what indulgence means in a world where balance, well-being, and small joys matter more than ever.
State of Little Treat: Fast Facts
72%
Of respondents treat themselves once a day or more.
3 in 4
Respondents associate treating with self-care.
Only about 5%
Of respondents described feeling guilty or worse-off after having a treat.
“To take a moment to relax and destress with something yummy and satisfying.”
“I am tired and exhausted as a mom of five and need a pick me up!”
“Reward for tasks accomplished or encouragement on a difficult day. Or just because!!”
“To make the day more special!”
“I want to boost my energy or my attitude!”
“Because it tastes good and I deserve it.”
“Sometimes this girl just needs to romanticize her me time!”
“Just for fun!”
