# Comforting Dietary Large brands are entering the health space to accommodate the halfway healthy. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Jun 7, 2016 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/bigbrand-dietary ## Key Figures - Trend score: 3.9/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Aug 6, 2015 to Aug 9, 2016 - Published: Jun 7, 2016 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Nostalgia](https://www.trendhunter.com/megatrend/nostalgia), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America ## Themes within the Comforting Dietary trend ### 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. ### Artisanal-style fast food Established fast food chains are offering warm, handmade sandwiches and snacks to compete with traditional fast food options. ### 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. ## What the Comforting Dietary trend means for industry ### For 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 for Comforting Dietary Trend score 3.9 out of 10, from popularity 59%, activity 50%, freshness 8%. - Popularity: 59% - Activity: 50% - Freshness: 8% ## Examples of the Comforting Dietary trend 5 featured examples from Aug 6, 2015 to Aug 9, 2016. - [Vegan Fast Food Burgers](https://www.trendhunter.com/trends/black-bean-patty): Wendy's is Offering a Vegan-Friendly Sandwich With a Black Bean Patty (Category: Lifestyle) Implication: Fast food chains can benefit by expanding their markets by introducing vegan menu items that are inclusive to more consumers. - [Lightened-Up Steak Sandwiches](https://www.trendhunter.com/trends/flatbread-sandwiches): Taco Bell's New Flatbread Sandwiches are a Lighter Fast Food Option (Category: Lifestyle) Implication: 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. - [Low-Calorie Popcorn Snacks](https://www.trendhunter.com/trends/popcorn-range): The New Skinnygirl Popcorn Range is a Guilt-Free Snack Option (Category: Lifestyle) Implication: Disruptive innovation opportunity: Explore the use of innovative ingredients and manufacturing processes to develop low-calorie versions of popular food and beverage items. - [Artisanal-Style Fast Food](https://www.trendhunter.com/trends/dq-bakes): DQ Created the New Line of Food DQ Bakes for Its 75th Anniversary (Category: Lifestyle) Implication: Disruptive innovation opportunity: Fast food chains can differentiate themselves by offering unique and artisanal-style food options. - [Lettuce-Wrapped Hamburgers](https://www.trendhunter.com/trends/lowbarb-buger): McDonald's Australia is Now Offering Cosumers a Low-Carb Buger Option (Category: Lifestyle) Implication: Innovating fast food menus to cater to the growing demand for healthier and low-carb options. ## 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)