Category
Lifestyle
Serial Snacking
Trend cluster
Category
Light
Comfort
Traditionally rich flavors get a lighter overhaul for warm weather enjoyment.
2.4
Trend score
Trend
What is the Light Comfort trend?
Light Comfort: Heavier flavors like coffee and milkshakes are associated with comfort, but a growing number of options that rebrand the choices as lighter are augmenting comfort into feasible indulgences. Broadening appeal and market availability, the varieties make guilty pleasures more realistic for weight-conscious consumers looking to cut back on calories.
Trend themes
Themes within the Light Comfort trend
Three behaviours holding the trend together01
Light Comfort
Brands are offering lighter indulgences to cater to health-conscious consumers with traditionally rich flavors.
02
Seasonal Flavors
Beverage brands are combining seasonal flavors with traditional drinks to create unique and exciting products.
03
Cold Brew Coffee
Cold brew coffee has become a popular alternative during warm weather months as a refrigerated and refreshing option.
Industry implications
What the Light Comfort trend means for industry
Where the trend changes the playbookFor
Beverage Industry
The beverage industry can embrace the trend of creating lighter, seasonal and cold brew beverage offerings.
For
Food Industry
The food industry can offer the lighter comfort trend by creating dishes that utilize traditional rich flavors without heavy calories.
For
Packaging Industry
The packaging industry has an opportunity to design effective and attractive packaging for cold brew and seasonal flavored beverages.
Trend signals
Trend signals for Light Comfort
Trend score 2.4 out of 10, from popularity 42%, activity 21%, freshness 8%.
Popularity42%
Activity21%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Light Comfort trend
4 featured examples from Feb 14 to May 23, 2014CategoryMarketing
Cooling Coffee Drinks
The Chameleon Cold Brew Ice Coffee Collection Will Take Over Your Mornings
Disruptive innovation opportunity: Expanding product lines to include ready-to-drink coffee options and capturing the growing market of coffee enthusiasts.
CategoryLifestyle
Hot Cocoa-Inspired Drinks
The TruMoo Chocolate Marshmallow Milk Brings a Touch of Winter to Summer
The dairy industry can capitalize on cocoa-inspired cold beverage trend by developing new products that align with this trend.
CategoryLifestyle
Scotch-Inspired Coffee Brews
The Sandows Cold Brew Coffee Will Keep You Hooked All Summer
Established coffee companies can take advantage of the cold brew coffee trend by innovating their brewing processes and creating premium blends, thereby expanding their target mar…
CategoryLifestyle
Whisky-Casked Coffee
'Whisky Barrel Coffee' Beautifully Combines Booze and Java
Whiskey distilleries could explore collaborations with coffee companies to tap into the growing trend of whiskey-infused coffee products.
