# Light Comfort Traditionally rich flavors get a lighter overhaul for warm weather enjoyment. By [Michael Hemsworth](https://www.trendhunter.com/Michael.Hemsworth), Contributing Researcher | Published May 23, 2014 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/light-comfort ## Key Figures - Trend score: 2.4/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Feb 14 to May 23, 2014 - Published: May 23, 2014 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Nostalgia](https://www.trendhunter.com/megatrend/nostalgia) ## Audience - Gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America ## Themes within the Light Comfort trend ### Light Comfort Brands are offering lighter indulgences to cater to health-conscious consumers with traditionally rich flavors. ### Seasonal Flavors Beverage brands are combining seasonal flavors with traditional drinks to create unique and exciting products. ### Cold Brew Coffee Cold brew coffee has become a popular alternative during warm weather months as a refrigerated and refreshing option. ## What the Light Comfort trend means for industry ### For 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 for Light Comfort Trend score 2.4 out of 10, from popularity 42%, activity 21%, freshness 8%. - Popularity: 42% - Activity: 21% - Freshness: 8% ## Examples of the Light Comfort trend 4 featured examples from Feb 14 to May 23, 2014. - [Cooling Coffee Drinks](https://www.trendhunter.com/trends/ice-coffee): The Chameleon Cold Brew Ice Coffee Collection Will Take Over Your Mornings (Category: Marketing) Implication: Disruptive innovation opportunity: Expanding product lines to include ready-to-drink coffee options and capturing the growing market of coffee enthusiasts. - [Hot Cocoa-Inspired Drinks](https://www.trendhunter.com/trends/trumoo-chocolate-marshmallow-milk): The TruMoo Chocolate Marshmallow Milk Brings a Touch of Winter to Summer (Category: Lifestyle) Implication: The dairy industry can capitalize on cocoa-inspired cold beverage trend by developing new products that align with this trend. - [Scotch-Inspired Coffee Brews](https://www.trendhunter.com/trends/cold-brew-coffee): The Sandows Cold Brew Coffee Will Keep You Hooked All Summer (Category: Lifestyle) Implication: 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… - [Whisky-Casked Coffee](https://www.trendhunter.com/trends/whisky-barrel-coffee): 'Whisky Barrel Coffee' Beautifully Combines Booze and Java (Category: Lifestyle) Implication: Whiskey distilleries could explore collaborations with coffee companies to tap into the growing trend of whiskey-infused coffee products. ## Recent trend clusters - [Serial Snacking](https://www.trendhunter.com/protrends/serial-snacking) (Lifestyle) - [Calm Monitoring](https://www.trendhunter.com/protrends/calm-monitoring) (Lifestyle) - [Performance Powders](https://www.trendhunter.com/protrends/performance-powders) (Lifestyle) - [Task Beverages](https://www.trendhunter.com/protrends/task-beverages) (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) - [Rapid Concussion Screening Headsets](https://www.trendhunter.com/trends/infrared-eye-tracking) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)