Here we are, doomed to guilty pleasure.

When we ask Generation Z—especially 20-year-old consumers—about their preferences, we’re often surprised, even puzzled, by their answers. You can hear everything and its opposite in the same conversation, and it takes a bit of perspective to draw meaningful insights.

That’s understandable! A young consumer is still shaping their culinary maturity, gradually moving toward more defined tastes. However, some choices aren’t just tied to taste education—they’re also influenced by external factors like social media or preconceived ideas.

I’ve had the opportunity to interview these young consumers several times, and a clear duality emerges: on one hand, there’s a vocal rejection of fast food, often tied to criticism of capitalism and concerns over unhealthy or unsustainable food. On the other hand, the very same individuals frequently visit the fast-food chains they denounce. This is where the notion of “guilty pleasure” comes into play.

This contradiction is also reflected in their consumption of American pastries. Donuts, muffins, and especially cookies have become symbols of this ambivalence. On one side, they are visually irresistible—perfect for social media, with their colorful icing and generous shapes. On the other side, they go against what this generation claims to value: products that are far from “healthy,” yet so indulgent they’re almost impossible to resist.

The Rise of Donuts: A Parisian Frenzy 

Take the example of the donut, which is experiencing a real frenzy in France, especially in Paris. Brands like Krispy Kreme have made a spectacular entrance, while the return of Dunkin' Donuts has reignited the race for colorful pastries.

Today, many fast-food chains in France offer donuts, making this pastry a must-have for sugar lovers. The donut proudly features on Instagram, becoming an icon of indulgent snacking and a symbol of American pop culture.

Will the donut replace the beloved pain au chocolat?

Not a chance — even if Dua Lipa or Taylor Swift posed in a bathtub full of rainbow-glazed donuts on social media. But it's certainly gaining ground, little by little.

The Cookie: Between Tradition and Modernity

The cookie, on the other hand, has a longer-standing presence in France. Brands like Laura Todd have been popularizing the classic cookie for years, but more recent players, such as Scoop Me a Cookie, have brought a new twist to this guilty pleasure with half-baked versions. You should also try the supernatural experience of the Hazelnut cookie from Land & Monkeys to truly understand what the buzz is about.

These cookies are both crunchy and gooey, offering an irresistible indulgent experience — especially with the popular half-baked version, which isn’t the easiest to digest but is undeniably guilt-inducing.

A true calorie bomb, the cookie strikes the perfect balance between comfort and excess. This rise in cookie sophistication clearly shows that, despite being health-conscious, consumers are still drawn to these “anything-but-light” pleasures.

In the same vein, many restaurant desserts have followed a similar path. Classics like pavlova or salted caramel fondant — along with a wide variety of high-quality pastries — are part of this growing trend.

Notable examples include the famous Merveilleux de Fred, which has won over a broad audience with its delicacy and lightness, or the rise of lemon meringue tarts reimagined by pastry chefs, aiming to perfectly blend tradition and modernity.

These pastries, often associated with artisanal craftsmanship, clearly reflect the evolution of sweet gastronomy toward increasingly sophisticated creations. Yet they often feature a small detail meant to ease the guilt — like a piece of fresh fruit...

The Guilty Pleasure Paradox

This is where the true paradox lies. Even health-conscious consumers, eager to extend their lifespan, sometimes give in to these sweet indulgences. They often balance out these excesses by making healthier choices at other times of the day.

We’ve observed this phenomenon in our focus groups, as shown in the video available on the Strateg’eat blog, where heavy users of these products explain their ambivalent relationship with such treats. Their testimonies reveal how guilty pleasures play a key role in their daily lives—even if they are fully aware of the contradictions involved.

From this perspective, the real opportunity for the foodservice and pastry markets lies in maintaining an offer that is both high-quality and accessible.

Whether in gourmet restaurants or fast-food chains, there is a constant need to satisfy a consumer who, depending on the moment, may feel completely uninhibited in their choices.

This consumer may appreciate the simplicity of a quick meal or, occasionally, seek out something more refined—even artisanal. This duality of expectations underscores how crucial it is for foodservice players to offer a well-calibrated range, capable of meeting this diversity of demands while building on the quality products that define their brand.

Though far from "healthy", these pastries continue to captivate young consumers with their visual appeal, unmatched flavor, and ability to turn a moment into a comforting, unapologetic break. Alongside their “best friend forever” — the indulgent drink — they’re paving the way for new moments of consumption, at any time of day and paired with all kinds of meals.

Guilty pleasures have never been so satisfying.