Category
Lifestyle
Assisted Choices
Trend cluster
Category
Beneficial
Indulgence
Foods that are typically considered indulgent offer brain-boosting benefits.
3.9
Trend score
Trend
What is the Beneficial Indulgence trend?
Beneficial Indulgence: Nootropics and adaptogens have become popular for their ability to enhance mental altertness and performance, and brands are now putting these ingredients in items that were once only seen as indulgent. Everything from soda to chocolate, once considered unhealthy, are being enhanced with these ingredients.
Insight
The consumer insight behind the Beneficial Indulgence trend
Diet culture has shifted to focus more on overall wellbeing and less on weight-loss, which has made consumers who are trying to maintain their health less restricted in their food and beverage options. Now, consumers turn to brands that prioritize a healthy balance of indulgence and nutrition so they can consume guilt-free.
Trend themes
Themes within the Beneficial Indulgence trend
Three behaviours holding the trend together01
Functional Indulgence
Brands are enhancing indulgent treats with nootropics and adaptogens, catering to growing consumer desire for healthy balance of indulgence and nutrition.
02
Alcohol-Free Functional Beverages
Beverage companies are creating alcohol-free spirits and social beverages by adding nootropics and adaptogens to heighten senses without the hangover.
03
Sustainable Wellness Supplements
Companies are introducing mindful daily routine-changing products like nootropics and adaptogens targeting wellness and health-improvements.
Industry implications
What the Beneficial Indulgence trend means for industry
Where the trend changes the playbookFor
Food and Beverage
Companies in this industry can explore opportunities to combine nootropics and adaptogens with indulgent treats, functional sodas, and healthy snacks.
For
Health and Wellness
Business professionals can look into introducing sustainable wellness supplements utilizing nootropics and adaptogens to improve brain performance and overall health.
For
Hospitality
Hotels, bars, and restaurants can consider adding alcohol-free functional beverages with nootropics and adaptogens to their menus to offer unique non-alcoholic options.
Workshop question
How is your brand prioritizing balanced indulgence for its customers?
Trend signals
Trend signals for Beneficial Indulgence
Trend score 3.9 out of 10, from popularity 59%, activity 44%, freshness 16%.
Popularity59%
Activity44%
Freshness16%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Beneficial Indulgence trend
5 featured examples from Nov 5, 2021 to Jun 15, 2023CategoryLifestyle
Sustainable Wellness Gummies
No.8, a Science-Lead Nootropic Gummy Brand, Launched Two Products
The health and wellness industry can capitalize on the trend of science-backed nootropic gummies and other products that promote healthy living through innovative and unique ingre…
CategoryLifestyle
Adaptogenic Dark Chocolates
JOYÀ's Limited-Edition Dark Chocolate is Enhanced with Lion's Mane
The food and beverage industry has an opportunity to incorporate the trend of adaptogens and functional foods to create innovative chocolate products that offer added health benef…
CategoryLifestyle
Functional Alcohol-Free Spirits
bonbuz' Makes "Spirits" with Adaptogens & Nootropics
The beverage industry, with a focus on creating functional, non-alcoholic beverages that incorporate adaptogens and nootropics.
CategoryLifestyle
Seaweed-Infused Cookies
Smile & Take Shakes Up Classic Cookie Recipes by Adding Seaweed
The food industry can explore incorporating seaweed into cookie recipes to create innovative and healthy snacks.
CategoryLifestyle
Better-for-You Donut Holes
DEUX's Glazed Donuts are Boosted with B12 & L-Theanine
Development of functional food products that promote health and wellness.
