Category
Lifestyle
Assisted Choices
Trend cluster
Category
Deceptively
Nutritious
Healthier foods play upon consumer desire for unhealthy treats.
3.6
Trend score
Trend
What is the Deceptively Nutritious trend?
Deceptively Nutritious: Food brands are transforming traditional "junk foods" by incorporating nutritious ingredients to appeal to both the health-conscious and average consumer. This shift in both marketing and production has the benefit of broadening brands' reach by catering to a wider range of consumers.
Trend themes
Themes within the Deceptively Nutritious trend
Three behaviours holding the trend together01
Healthier Junk Food
Food brands are enhancing traditional 'junk foods' with nutritious ingredients and marketing strategies to reach a wider audience.
02
Alternative Snacks
Consumers are seeking healthier options for traditional snacks like chips and chocolate.
03
Superfood Add-Ins
Brands are incorporating superfoods like blueberries and chia seeds into their healthy snack alternatives.
Industry implications
What the Deceptively Nutritious trend means for industry
Where the trend changes the playbookFor
Food Manufacturing Industry
Opportunities exist for the development and marketing of healthier snack alternatives to reach a broader audience.
For
Health and Wellness Industry
This trend speaks to the growing concern for healthy eating habits, providing opportunity for the development of healthy snacking options.
For
Retail Industry
There is opportunity for retail companies to exploit the emerging trend of healthier snacks as a way to diversify their offerings and capitalize on the demand.
Workshop question
What benefits can you add to the products that your consumers are already interested in purchasing?
Trend signals
Trend signals for Deceptively Nutritious
Trend score 3.6 out of 10, from popularity 54%, activity 44%, freshness 8%.
Popularity54%
Activity44%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Deceptively Nutritious trend
4 featured examples from May 15 to May 30, 2018CategoryLifestyle
Egg White Chips
Quevos Makes Protein-Rich Chips with Just Four Natural Ingredients
Quevos' Egg White Chips are disrupting the snack food industry with their high-protein, low-carb formula and unique egg white ingredient.
CategoryLifestyle
Kid-Friendly Carob Bars
Supertreats Makes a Healthy Alternative to Chocolate for Kids with Carob
The healthy snack industry could benefit from creating and marketing carob-based snacks with superfood add-ins to appeal to health-conscious parents.
CategoryLifestyle
Limited-Edition Fruit Chips
Bare Snacks' Newest Product Combines Three Kinds of Baked Fruit
Brands in the health food industry can explore offering more healthy, whole food snack options, like Bare Snacks' fruit medley, to appeal to health-conscious consumers.
CategoryLifestyle
Donut-Like Apple Snacks
Edible's Chocolate-Covered Apple Treats are Branded as 'Edible Donuts'
Product innovation in the food and beverage industry has the potential to attract and retain consumers through the creation of alternative and novel snack formats.
