There is a growing trend towards consumers indulging themselves with their favourite treats and comfort foods, according to the new report, "Everyday Treating", by independent market analyst Datamonitor. Almost half of all consumers in Datamonitor's European survey cited stress as being a motivation for treat purchases. Consumers are willing to spend an average of 9% more on a treat purchase than its everyday equivalent. For manufacturers, the treating occasion represents an opportunity to capitalize on consumers' desire for quality over alue by focusing new product development and marketing efforts on the indulgence aspects of products.