Inflation has made the Lotus cookie the “affordable luxury” of Generation Z

In the English town of Bridgnorth there is a restaurant that bathes its fried chicken in cream and Lotus biscuit crumbs. And there’s no need to go that far: anyone who stops by this week Champions Burger in Alicante You’ll see how this spicy Belgian snack has become the star ingredient, with dozens of people lining up to devour viral burgers dripping with caramelized cookie cream. A quick look through social media is enough to confirm that this little cookie has jumped from screens to menus around the world.

But the question is: how is it possible that a small gift, which in the 90s was nothing more than the free accompaniment they gave you with your coffee at the hairdresser, has become a cult product worldwide? The answer, surprisingly, has less to do with baking and much more to do with macroeconomics.

To understand the phenomenon, you have to travel to 1932, to the small Belgian town of Lembeke. As explained The Wall Street Journalthat was where the grandfather of the current CEO of Lotus, Jan Boone, created the recipe (which only five people in the world know today) for his particular version of the speculoosa traditional European dessert.

The company’s first big leap occurred in the eighties, when, after a shortage of peanuts, the American airline Delta began to distribute this snack on its flights under the name “Biscoff” (a contraction of biscuit and coffee). This gave a generic item an aura of exoticism and air travel. Today, they manufacture 20 million units a day and invoice more than 1,000 million euros annually, as detailed The Times.

But the real catalyst for its current success is its positioning. Lisa Harris, co-founder of food consultancy Harris and Hayes, explains in Guardian that Biscoff’s triumph responds to “accessible indulgence.” In a context where the cost of living is stifling consumers, “people are looking for simple ways to feel like they have done something special,” says Harris. Biscoff offers a nostalgic taste, with individual packaging that gives it a premium feel, but at a price that is affordable to anyone. It is, in essence, a cheap luxury.

Doom spending: buy so as not to think

This concept fits perfectly with a worrying economic and psychological phenomenon that is defining Generation Z and millennials: he doom spending (or catastrophic expense).

This habit is defined as the irrational and impulsive expenses made by young people in the face of the overwhelm they feel for the economy and its future. Instability, inflation and job insecurity have created a feeling that traditional milestones are unattainable goals. When the initial payment of a mortgage requires tens of thousands of euros that you do not have, spending just 3 euros on a package of imported sweets or 6 euros on a slice of viral cake becomes a survival and consolation mechanism. This establishes a mentality of “live in the moment”.

Morgan Housel, behavioral finance expert, analyzes it in Fortune explaining that this expense is a natural reaction to not having a clear purpose or being able to reach the great steps of adulthood. Seeing heritage purchases as unattainable, young people find refuge in smaller, more everyday material luxuries.

However, the relief is temporary. The magazine verywellmind provides psychological perspective of the matter: when we make these purchases to alleviate anxiety, our brain releases dopamine. But once that momentary pleasure fades, “we are left with overwhelming feelings of guilt, remorse, and an intensified sense of anxiety,” psychologist Christopher Fisher explains in that medium.

Added to this is what Ylva Baeckström, a finance expert, defined as a “false illusion of control”. In a world that young people perceive as chaotic – a pessimism fueled by the chronic consumption of bad news on the Internet – shopping becomes the steering wheel of a car that, in reality, they do not drive.

A native recipe for social networks

The role of social networks in this cocktail is fundamental. Biscoff is a native social media recipe. Content creators like Ashley Markle or Fitwaffle accumulate tens of millions of views cooking with this cream, feeding back the desire for immediate consumption. According to data from Intuit Credit Karma43% of Gen Zers admit that TikTok directly influences their impulsive spending.

However, this generation is fully aware of the problem in which is immersed. While 41% of young people from Generation Z admit to practicing doom spending and panic buying, at the same time, a similar percentage (around 44%) are trying to adopt lifestyles low-buy (buy little) or no-buy (not buy anything) to try to build savings and pay off debt. It is a constant struggle between the need to save in a suffocating economy and the uncontrollable impulse to seek small doses of happiness and dopamine through consumption.

“We want to conquer the world,” confessed Jan Boone, CEO of Lotus, to The Times last year. Judging by the numbers, the supermarket shelves and the countless videos on social media, he is achieving it.

But Biscoff’s global triumph is not just the story of a well-baked sweet or a brilliant marketing strategy born in the airline aisles. It is the edible reflection of our time. The next time you see someone digging a caramelized cookie into a cheesecake in front of their phone camera, remember that you’re not just watching a simple viral recipe. You are witnessing the “lipstick effect” of the digital age; the small, sweet and affordable lifeline of a generation trying to chew the anxiety of an economy that is slipping out of their hands.

Image | Andrea Piacquadio and Shameel mukkath

Text image | Nano Erdozain

Xataka | Traveling with a dog is increasingly common, so the European Commission has decided something: mandatory passport