Category
Lifestyle
Assisted Choices
Trend cluster
Category
Comforting
Dietary
Large brands are entering the health space to accommodate the halfway healthy.
3.9
Trend score
Trend
What is the Comforting Dietary trend?
Comforting Dietary: Considering the popularity of the health wave, it's no surprise big, iconic brands known for unhealthy foods are attempting to enter the health space. Beyond the benefit of expanding appeal, well-known brands who enter the health space target a niche of "halfway healthy" consumers who are interested in entering into a diet, but don't want to stray from the familiar.
Trend themes
Themes within the Comforting Dietary trend
Three behaviours holding the trend together01
Health-conscious fast food options
As consumers become more focused on their food choices, fast food chains are creating low-carb, vegan, and lighter menu options.
02
Artisanal-style fast food
Established fast food chains are offering warm, handmade sandwiches and snacks to compete with traditional fast food options.
03
Low-calorie snack options
Brands are creating pre-portioned, guilt-free snacks to cater to health-conscious consumers who want to indulge without compromising their diets.
Industry implications
What the Comforting Dietary trend means for industry
Where the trend changes the playbookFor
Fast food industry
The fast food industry can adopt low-carb, vegan, lighter, and artisanal-style food options to increase customer satisfaction and expand their target audience.
For
Health and wellness industry
The health and wellness industry can utilize the consumer trend towards healthier food options to develop and promote products and services that cater to a range of diets and lifestyles.
For
Packaged food industry
The packaged food industry can address the demand for healthier snack options by creating pre-portioned, low-calorie snacks that appeal to health-conscious consumers.
Workshop question
How can your brands shift consumer perspectives without having to completely rearrange its business model?
Trend signals
Trend signals for Comforting Dietary
Trend score 3.9 out of 10, from popularity 59%, activity 50%, freshness 8%.
Popularity59%
Activity50%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Comforting Dietary trend
5 featured examples from Aug 6, 2015 to Aug 9, 2016CategoryLifestyle
Vegan Fast Food Burgers
Wendy's is Offering a Vegan-Friendly Sandwich With a Black Bean Patty
Fast food chains can benefit by expanding their markets by introducing vegan menu items that are inclusive to more consumers.
CategoryLifestyle
Lightened-Up Steak Sandwiches
Taco Bell's New Flatbread Sandwiches are a Lighter Fast Food Option
The fast food industry can diversify its offerings by capitalizing on the trend of lighter and healthier options to cater to a wider range of consumers.
CategoryLifestyle
Low-Calorie Popcorn Snacks
The New Skinnygirl Popcorn Range is a Guilt-Free Snack Option
Disruptive innovation opportunity: Explore the use of innovative ingredients and manufacturing processes to develop low-calorie versions of popular food and beverage items.
CategoryLifestyle
Artisanal-Style Fast Food
DQ Created the New Line of Food DQ Bakes for Its 75th Anniversary
Disruptive innovation opportunity: Fast food chains can differentiate themselves by offering unique and artisanal-style food options.
CategoryLifestyle
Lettuce-Wrapped Hamburgers
McDonald's Australia is Now Offering Cosumers a Low-Carb Buger Option
Innovating fast food menus to cater to the growing demand for healthier and low-carb options.
