# Deceptively Nutritious Healthier foods play upon consumer desire for unhealthy treats. By [Hayley McGlone](https://www.trendhunter.com/hayley_mcglone), Manager, Client Research & Strategy | Published May 30, 2018 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/deceptively-nutritious ## Key Figures - Trend score: 3.6/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: May 15 to May 30, 2018 - Published: May 30, 2018 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Deceptively Nutritious trend ### Healthier Junk Food Food brands are enhancing traditional 'junk foods' with nutritious ingredients and marketing strategies to reach a wider audience. ### Alternative Snacks Consumers are seeking healthier options for traditional snacks like chips and chocolate. ### Superfood Add-Ins Brands are incorporating superfoods like blueberries and chia seeds into their healthy snack alternatives. ## What the Deceptively Nutritious trend means for industry ### For 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 for Deceptively Nutritious Trend score 3.6 out of 10, from popularity 54%, activity 44%, freshness 8%. - Popularity: 54% - Activity: 44% - Freshness: 8% ## Examples of the Deceptively Nutritious trend 4 featured examples from May 15 to May 30, 2018. - [Egg White Chips](https://www.trendhunter.com/trends/quevos): Quevos Makes Protein-Rich Chips with Just Four Natural Ingredients (Category: Lifestyle) Implication: Quevos' Egg White Chips are disrupting the snack food industry with their high-protein, low-carb formula and unique egg white ingredient. - [Kid-Friendly Carob Bars](https://www.trendhunter.com/trends/healthy-alternative-to-chocolate): Supertreats Makes a Healthy Alternative to Chocolate for Kids with Carob (Category: Lifestyle) Implication: The healthy snack industry could benefit from creating and marketing carob-based snacks with superfood add-ins to appeal to health-conscious parents. - [Limited-Edition Fruit Chips](https://www.trendhunter.com/trends/baked-fruit): Bare Snacks' Newest Product Combines Three Kinds of Baked Fruit (Category: Lifestyle) Implication: 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. - [Donut-Like Apple Snacks](https://www.trendhunter.com/trends/chocolate-covered-apple): Edible's Chocolate-Covered Apple Treats are Branded as 'Edible Donuts' (Category: Lifestyle) Implication: 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. ## 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)