# Alternative Indulgence As foodie culture expands, connoisseurs opt for obscure drinkables. By [Michael Hemsworth](https://www.trendhunter.com/Michael.Hemsworth), Contributing Researcher | Published Mar 13, 2014 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/alternative-indulgence ## Key Figures - Trend score: 4.0/10 - Evidence articles: 7 ## What is the Alternative Indulgence trend? **Alternative Indulgence:** The rise in social media-obsessed foodies constantly on the lookout for unusual flavor pairings is being supported by a rise in beverages that center around imitating a familiar flavor or fusing two unlikely matches. Chosen as an alternative to sodas and calorie-laden indulgences, the varieties satisfy the evolving consumer palate with varieties that would have been pigeonholed as unappetizing in years past, but are experiencing praise from curious experimentalists obsessed with uncovering the next big wave in food and flavor. ## At a Glance - Evidence: 7 featured examples - Articles from: Sep 29, 2013 to Apr 16, 2015 - Published: Mar 13, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Experience](https://www.trendhunter.com/megatrend/experience), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Alpha, Gen Z, Millennial - Top markets: North America, Asia ## Themes within the Alternative Indulgence trend ### Alternative Beverages As consumers seek new flavor experiences, alternative beverages are emerging to satisfy adventurous palates. ### Health-Conscious Options Low-calorie and nutritionally-enhanced alternatives are gaining popularity as consumers prioritize health. ### Combination Flavors Combining flavors that are not traditionally paired, such as soda and soy milk, is emerging as a new trend in drinkable indulgences. ## What the Alternative Indulgence trend means for industry ### For Beverage Diversifying the beverage market with unique and innovative flavor options presents an opportunity for businesses looking to tap into the growing demand for alternative drinks. ### For Food The popularity of food-inspired beverages highlights the potential for food companies to expand their product offerings into the beverage category. ### For Health and Wellness Developing low-calorie and nutritionally-enhanced beverages can attract health-conscious consumers and provide an opening for brands to enter the health and wellness market. ## Trend signals for Alternative Indulgence Trend score 4.0 out of 10, from popularity 61%, activity 51%, freshness 8%. - Popularity: 61% - Activity: 51% - Freshness: 8% ## Examples of the Alternative Indulgence trend 7 featured examples from Sep 29, 2013 to Apr 16, 2015. - [Breakfast-Inspired Beverages](https://www.trendhunter.com/trends/cereal-tea): Cereal Tea by Aaron Geman Flavors Milk with Childhood Favorites (Category: Lifestyle) Implication: The beverage industry can explore innovative ways to incorporate popular cereal flavors into their products. - [Food-Flavored Sodas](https://www.trendhunter.com/trends/lesters-fixins): Lester's Fixins Food Sodas Include Bacon, Buffalo Wing and PB and J (Category: Pop Culture) Implication: Opportunity for beverage companies to introduce innovative food-flavored soda products. - [Soda-Flavored Soy Milks](https://www.trendhunter.com/trends/flavored-soy-milk): Kikkoman's Flavored Soy Milk is Made to Taste Just Like Cola (Category: Lifestyle) Implication: Disruptive innovation opportunity: Introduce innovative flavors to the soy milk market to attract a wider range of consumers and differentiate from competitors. - [Diet Fruit-Flavored Pop Slurpees](https://www.trendhunter.com/trends/diet-coke-cherry): The Newest Slurpee Unveiled is the Diet Coke Cherry (Category: Lifestyle) Implication: The beverage industry can explore disruptive innovation opportunities by creating more low-calorie frozen beverages to meet the demand of health-conscious consumers. - [Yogurt-Flavored Water](https://www.trendhunter.com/trends/water-flavor): Suntory's Newest Water Flavor Takes After a Dairy Treat (Category: Lifestyle) Implication: The yogurt-flavored water trend opens up new possibilities for beverage manufacturers to create innovative products that cater to changing consumer tastes and preferences. - [Hot Cocoa-Inspired Drinks](https://www.trendhunter.com/trends/trumoo-chocolate-marshmallow-milk): The TruMoo Chocolate Marshmallow Milk Brings a Touch of Winter to Summer (Category: Lifestyle) Implication: The dairy industry can capitalize on cocoa-inspired cold beverage trend by developing new products that align with this trend. - [Cookie-Flavored Milks](https://www.trendhunter.com/trends/cookie-milk): This Cookie Milk is Smooth and Free of Crumbs (Category: Lifestyle) Implication: Beverage companies can capitalize on the trend towards sweet and indulgent flavors with their own creative twists. ## Recent trend clusters - [Calm Monitoring](https://www.trendhunter.com/protrends/calm-monitoring) (Lifestyle) - [Performance Powders](https://www.trendhunter.com/protrends/performance-powders) (Lifestyle) - [Task Beverages](https://www.trendhunter.com/protrends/task-beverages) (Lifestyle) - [Festive Fusions](https://www.trendhunter.com/protrends/festive-fusions) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Commemorative Tennis Sneakers](https://www.trendhunter.com/trends/the-roger-centre-court) - [Rapid Concussion Screening Headsets](https://www.trendhunter.com/trends/infrared-eye-tracking) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)