Those who are not situated in pure Kṛṣṇa consciousness are always inclined toward material sense gratification in the form of illicit sex, meat-eating and intoxication. They simply desire a party life of eat, drink and be merry. Such materialistic persons are unwilling to give up such temporary gratification because they are firmly bound up in the bodily concept of life. For such persons there are numerous Vedic injunctions for rituals that bestow material sense pleasure in a regulated manner. The conditioned soul thereby becomes accustomed to indirectly worshiping the Supreme Lord by accepting the austerity of regulated sense gratification in obedience to the Vedic way of life. Through purification the living entity gradually develops a higher taste and becomes directly attracted to the spiritual nature of the Lord.
Source: A.C. Bhaktivedanta Swami Prabhupada (2014 edition), “Srimad Bhagavatam”, Eleventh Canto, Chapter 05 – Text 11.