Affordable indulgence emerges as key growth lever for convenience services

A new trend report from The J.M. Smucker Co. points to a simple but actionable opportunity for convenience services operators: Consumers are still spending but in smaller, more intentional ways.

The company’s Today’s ‘Treat Yourself’ Trend report shows that consumers are turning to low-cost indulgences — coffee, snacks and small treats — as a way to manage stress and reward themselves without committing to larger purchases. The company cites data that says 35% of consumers buy a small treat when they feel stressed or down. Among Gen Z, that behavior is even more pronounced, with roughly one-third saying they treat themselves daily.

Most importantly for convenience services operators, the sweet spot is accessible: Nearly a quarter of consumers target about $5 per purchase while another third land in the $5 to $10 range.

Why this matters for operators

This is not about adding more SKUs. Instead, operators should assess the existing assortment to identify those products that feel like a reward. In vending and micro markets, that could include:

• Premium coffee and cold brew that feel like a coffeehouse upgrade
• Sweet snacks and mini desserts that deliver an immediate payoff
• Better-for-you indulgences that balance taste and perceived wellness
• Recognizable brands that signal comfort and reliability

The report also calls out “hero beverages” and portable indulgences — both of which align directly with unattended retail formats, where speed and simplicity drive sales.