The data: Most millennials (72%) and Gen Zers (67%) say indulgences like sweet treats are part of a healthy, balanced lifestyle, according to a February Method1 survey of 1,200 US adults. The top indulgences consumers named were sweet treats, alcoholic beverages, and snacks.

Why it matters: Gen Z and millennials drive a disproportionate share of wellness spending: They make up 36% of the population, but account for 41% of annual wellness spending, per McKinsey’s May 2025 Future of Wellness report. That means brands need to understand how younger consumers think about wellness (including balance with indulgences)in their purchasing decisions.

Younger consumers say being healthy and indulging aren’t competing priorities. Millennials are most likely to view indulgence as self-care (69%), while Gen Zers are most likely to see it as an earned reward (57%), according to Method1. Those attitudes also translate into behavior: 34% of millennials and 30% of Gen Z indulge daily, compared with 22% of Gen Xers and 21% of baby boomers.

Implications for health and wellness marketers: Brands should acknowledge that healthy lifestyles leave room for occasional indulgences. Messaging that reflects that balance may resonate more naturally with younger consumers than messaging built around restriction or all-or-nothing goals. This will better align with why younger consumers are making wellness purchases.

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