# Athletic Indulgence Sporty treats allow consumers to immerse themselves in the viewing experience. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Mar 19, 2014, updated Mar 27, 2014 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/athletic-indulgence ## Key Figures - Trend score: 3.4/10 - Evidence articles: 6 ## What is the Athletic Indulgence trend? **Athletic Indulgence:** While attending sporting events at stadiums and arenas is often exhilarating, getting the opportunity to go to such live celebrations is often difficult for the average consumer. Looking to make at-home sports viewing more immersive, fans are turning to themed treats as a method to enhance the experience with more flair and athletic devotion. ## At a Glance - Evidence: 6 featured examples - Articles from: Jan 20, 2012 to Jul 11, 2013 - Published: Mar 19, 2014 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Athletic Indulgence trend ### Sporty Themed Treats Consumers are turning to themed treats as a method to enhance the sports viewing experience at home. ### Athletic Confections Creating sporty and playful sweets is increasing in popularity, especially for big sporting events. ### DIY Sports Favors Creating homemade sports-themed party favors is a growing trend and a fun way to add to the overall experience. ## What the Athletic Indulgence trend means for industry ### For Food and Beverage There is an opportunity for food and beverage companies to create more sports-themed treats and desserts. ### For Entertainment Entertainment companies can consider offering more immersive experiences for sports fans who cannot attend live events. ### For Arts and Crafts There is an opportunity for arts and crafts businesses to sell DIY sports-themed party favor kits that consumers can make at home. ## Trend signals for Athletic Indulgence Trend score 3.4 out of 10, from popularity 42%, activity 54%, freshness 8%. - Popularity: 42% - Activity: 54% - Freshness: 8% ## Examples of the Athletic Indulgence trend 6 featured examples from Jan 20, 2012 to Jul 11, 2013. - [Seasonal Sporty Desserts](https://www.trendhunter.com/trends/le-dolci-2012-olympics-cupcakes): The Le Dolci 2012 Olympics Cupcakes are Inspiring (Category: Lifestyle) Implication: Disruptive innovation opportunity: Introducing new seasonal dessert collections that align with major sporting events. - [Chocolate Football Fruits](https://www.trendhunter.com/trends/snacks-for-superbowl): Sweet Strawberry Snacks for Superbowl 46 (Category: Lifestyle) Implication: Potential for food companies to create and market a variety of chocolate-covered fruit snacks. - [Sporty Super Bowl Cakes](https://www.trendhunter.com/trends/football-themed-cakes): These Football Themed Cakes are the Perfect Game Day Snack (Category: Lifestyle) Implication: Bakeries can leverage the trend of football-themed cakes and sports-related snacks to attract customers and increase sales by offering creative and tasty treats for game day. - [Sensational Sporty Sweets](https://www.trendhunter.com/trends/basketball-cupcakes): These Basketball Cupcakes Are the Tastiest Way to Enjoy March Madness (Category: Lifestyle) Implication: Innovative bakery and pastry shops can create sports-themed desserts that cater to sports fans. - [Football-Shaped Candy Containers](https://www.trendhunter.com/trends/footballshaped-candy-containers): These Party Favors are Perfect for Super Bowl-Themed Snacks (Category: Lifestyle) Implication: Event planning companies can offer football-themed party favors as part of their event packages. - [Chocolatey Football Confections](https://www.trendhunter.com/trends/snickers-superfan-cupcakes): The Snickers Superfan Cupcakes are the Perfect NFL Treat (Category: Lifestyle) Implication: Innovative options for bakeries to provide NFL-themed desserts and snacks, capitalizing on the football fan market. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (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) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)