Brands produce ketogenic mixes to appeal to those on this restricted diet
Implications - The keto diet, which prioritizes fat and protein over carbohydrates, is now being accommodated in various mixes – whether those are used to make food or beverages. Once limiting, the exclusive focus on products that cater to those on this diet reveals the importance of brands understanding and catering to niche consumer interests and rituals.
Insight - For anyone on a restriction diet, breaking out of their previous routine and finding new icons for indulgence can be a key challenge but also a tipping point for success. Few are able to consistently make the healthiest dietary choices with barriers in the way or without the promise of a reward. Offerings that deliver a heightened sense of convenience, access or indulgence resonate with those already under pressure to make restricted dietary choices.
Insight - For anyone on a restriction diet, breaking out of their previous routine and finding new icons for indulgence can be a key challenge but also a tipping point for success. Few are able to consistently make the healthiest dietary choices with barriers in the way or without the promise of a reward. Offerings that deliver a heightened sense of convenience, access or indulgence resonate with those already under pressure to make restricted dietary choices.
Workshop Question - How can your brand better cater to niche but growing consumer interests, within its area of expertise?
Trend Themes
1. Niche Diets - Brands are catering to niche consumer interests and rituals with products for diets such as keto, free-from, and low-calorie.
2. Functional Foods - Functional foods, such as adaptogenic protein blends and bottled meal replacements, mix nutrition with convenience and other potential health benefits.
3. Clean Label - Brands, such as Swerve Sweets, are responding to the growing demand for clean-label products with gluten-free and free-from ingredients and natural sweeteners.
Industry Implications
1. Food and Beverage - Brands in the food and beverage industry can explore the opportunity to create niche products for restrictive diets and functional foods with added health benefits.
2. Health and Wellness - Business professionals in the health and wellness industry may take advantage of the clean-label trend with free-from and natural alternatives to consumer staples.
3. Fitness - The ketogenic nutrition collection, SlimFast Keto, and other functional foods with increased protein and energy, may create opportunities in the fitness industry for supplementation and energy boosting products.
