Barry Callebaut has launched Treat Tomorrow, a platform designed to offer insights on shifting consumer attitudes and desires.

When Mars Wrigley Confectionery U.S. sought to update an earlier survey conducted by the company on consumer behavior, it did so to see “how Millennials and Baby Boomers experience treats, the role of social media in treating and more.”

It’s fine to have a treat. Really, you can do so and, most importantly, still lead a healthy lifestyle. That what 98 percent of 1,000 Americans surveyed last year told Mars Wrigley Confectionery U.S. In addition, nearly three out of four people (73 percent) indulge in treats “just because they want one.”