Desserts made from vegetables reframe indulgence as part of a healthy lifestyle
Implications - Consumers are pressured to live healthy lifestyles everywhere they turn, but avoiding all indulgence is a Sisyphean quest. Rather than succumbing to guilt after every dietary transgression, brands have introduced vegetable desserts that quell indulgent pangs without also inducing shame. Appeals to a healthy lifestyle through the lens of indulgence help brands to connect with consumers through multiple channels of desire.
Workshop Question - What is the "vegetable" (i.e. the necessary but unappealing interaction) in your brand's relation to consumers? How can you reframe that as something desirable?
Trend Themes
1. Indulgent Health - The trend of indulgent health has influenced the creation of vegetable-rich desserts in order to satisfy cravings but without inducing shame and guilt among consumers.
2. Clean Eating - The trend of clean eating has led to the development of vegetable snacks that are organic, non-GMO and contain no artificial ingredients.
3. Sustainable Snacking - The trend of sustainable snacking has resulted in the creation of guilt-free dessert bites that are Carbon Neutral Certified and made with sustainable, fair trade and organic ingredients.
Industry Implications
1. Food and Beverage - The food and beverage industry can take advantage of these trends and create dessert options that cater to health-conscious consumers, vegans and sustainability-minded individuals.
2. Healthcare - The healthcare industry can utilize these trends in creating healthier dessert options that can appeal to patients, including those with dietary restrictions or health conditions such as diabetes.
3. Retail - The retail sector can benefit from these trends by promoting vegetable desserts and snacks as healthier alternatives to traditional sweets, expanding options for consumers and meeting the demand for cleaner eating.
