Category
Lifestyle
Assisted Choices
2.3
Trend score
Trend
What is the Alternative MCT trend?
Alternative MCT: Typically added to at-home beverages, the supplement MCT oil is being offered in alternative, pre-packaged formats that include everything from syrups to granolas--making the process of consumption easier.
Insight
The consumer insight behind the Alternative MCT trend
For many consumers, incorporating healthy ingredients and foods into their diets can be time-consuming and demotivating over time. Individuals seeking convenient ways to prioritize nutrition look for ways to incorporate it into already-established aspects of their daily routines--making them more likely to stick to new goals.
Trend themes
Themes within the Alternative MCT trend
Three behaviours holding the trend together01
Convenient MCT Oil Formats
Offering MCT oil in pre-packaged formats that are easy to consume offers a disruptive innovation opportunity to businesses seeking to appeal to health-conscious consumers looking for time-savers and motivation boosters.
02
Incorporating MCT Oil into Foods
Incorporating MCT oil into foods like granolas and syrups offers a disruptive innovation opportunity to businesses looking to cater to consumers interested in alternative diets or nutritional lifestyles like keto or paleo.
03
Supplementing Dietary Habits with MCT
Creating and marketing MCT supplements like powders and energy drinks offers a disruptive innovation opportunity to businesses that cater to consumers who are focused on weight loss and healthy eating habits that require nutritional supplements.
Industry implications
What the Alternative MCT trend means for industry
Where the trend changes the playbookFor
Food and Beverage
The food and beverage industry can use these trends to target consumers looking for alternative and convenient ways to consume healthy products and supplements.
For
Fitness and Wellness
The fitness and wellness industry can use these trends to create MCT-infused supplements that enhance the performance and overall health of athletes and physically active people.
For
Healthcare and Pharmaceuticals
The healthcare and pharmaceuticals industry can use these trends to create innovative supplements and medicines that can help people with health problems related to nutritional deficiencies and unhealthy eating habits.
Workshop question
Consider a seamlessly integrated added benefit/function to your product or service.
Trend signals
Trend signals for Alternative MCT
Trend score 2.3 out of 10, from popularity 39%, activity 23%, freshness 8%.
Popularity39%
Activity23%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Alternative MCT trend
4 featured examples from Mar 9 to Mar 27, 2019CategoryLifestyle
Keto-Friendly Breakfast Syrups
Birch Benders' 'Magic Syrup' Caters to Paleo and Keto Communities
Innovating in the food and beverage industry by providing specialty syrups that cater to specific dietary needs.
CategoryLifestyle
Enhanced Espresso Beverages
Kitu Life's 'Super Espresso' is Enriched with Protein & MCT Oil
Kitu Life's Super Espresso is a disruptive innovation opportunity within the beverage industry.
CategoryLifestyle
Keto Diet MCT Powders
The Perfect Keto MCT Oil Powder Can be Easily Added to Your Diet
The growing interest in Keto diet supplements creates opportunities for new products and formulations in the health and wellness industry.
CategoryLifestyle
MCT Oil-Infused Granolas
Purely Elizabeth's Grain-Free Flavored Granola is Rich with Healthy Fats
Manufacturers can capitalize on the trend of health-conscious consumers seeking functional foods by incorporating MCT oil into their products, especially those marketed toward the…
