# Beneficial Indulgence Foods that are typically considered indulgent offer brain-boosting benefits. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Dec 25, 2021 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/beneficial-indulgence ## Key Figures - Trend score: 3.9/10 - Evidence articles: 5 ## 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. ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Nov 5, 2021 to Jun 15, 2023 - Published: Dec 25, 2021 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Themes within the Beneficial Indulgence trend ### Functional Indulgence Brands are enhancing indulgent treats with nootropics and adaptogens, catering to growing consumer desire for healthy balance of indulgence and nutrition. ### 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. ### Sustainable Wellness Supplements Companies are introducing mindful daily routine-changing products like nootropics and adaptogens targeting wellness and health-improvements. ## What the Beneficial Indulgence trend means for industry ### For 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 for Beneficial Indulgence Trend score 3.9 out of 10, from popularity 59%, activity 44%, freshness 16%. - Popularity: 59% - Activity: 44% - Freshness: 16% ## Examples of the Beneficial Indulgence trend 5 featured examples from Nov 5, 2021 to Jun 15, 2023. - [Sustainable Wellness Gummies](https://www.trendhunter.com/trends/no8): No.8, a Science-Lead Nootropic Gummy Brand, Launched Two Products (Category: Lifestyle) Implication: 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… - [Adaptogenic Dark Chocolates](https://www.trendhunter.com/trends/limited-edition-dark-chocolate): JOYÀ's Limited-Edition Dark Chocolate is Enhanced with Lion's Mane (Category: Lifestyle) Implication: 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… - [Functional Alcohol-Free Spirits](https://www.trendhunter.com/trends/bonbuz): bonbuz' Makes "Spirits" with Adaptogens & Nootropics (Category: Lifestyle) Implication: The beverage industry, with a focus on creating functional, non-alcoholic beverages that incorporate adaptogens and nootropics. - [Seaweed-Infused Cookies](https://www.trendhunter.com/trends/smile-take): Smile & Take Shakes Up Classic Cookie Recipes by Adding Seaweed (Category: Lifestyle) Implication: The food industry can explore incorporating seaweed into cookie recipes to create innovative and healthy snacks. - [Better-for-You Donut Holes](https://www.trendhunter.com/trends/glazed-donut-hole): DEUX's Glazed Donuts are Boosted with B12 & L-Theanine (Category: Lifestyle) Implication: Development of functional food products that promote health and wellness. ## 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)