LogFAQs > #965800949

In practice, a lot of consumables in 5e are absurdly expensive. As a result most players will avoid dumping cash on them, so finding the stuff will keep things moving.

As for permanent loot, some people go for silly stuff like Capes of Billowing, which is a cape that dramatically flutters on command. If you want something useful, then something with a recharge time(once per sunrise, once per week) lets you offer a buff without skewing all combat going forward. E.g. some of the totem animals. The party might enjoy being able to deploy a guard dog once per week when they find themselves resting in a rather hostile area, etc.

You could also go for quest hooks, like finding a treasure map or some sort of log book detailing a treasure-laden location that some NPC was about to plunder. If the players expend their time and energy in pursuit of it then any useful stuff they find should have a bit more meaning to them.