Category
Lifestyle
Assisted Choices
Trend cluster
Category
Macronutrient
Focus
Food brands prioritize macronutrients in the collections they offer.
3.7
Trend score
Trend
What is the Macronutrient Focus trend?
Macronutrient Focus: The prominence of vegan and vegetarian diets will soon be making way for a refocus on macronutrients, and brands are offering more protein-heavy collections in order to accommodate this emerging shift. Though meat has always been a prominent aspect of the food industry and vegetarian lifestyles will remain a priority, this refocus will better establish meat as a go-to for health-conscious consumers.
Trend themes
Themes within the Macronutrient Focus trend
Three behaviours holding the trend together01
Macronutrient-Based Foods
Food brands are offering more products that focus on macronutrient balance and customization, reflecting an emerging dietary shift.
02
Crowdsourced Dietary Guidance
Apps and other tools that enable users to quickly and easily find foods that fit specific dietary needs are becoming increasingly popular.
03
Specialized Dietary Foods for Children
Demand for paleo-friendly and other specialized diets for babies and children is on the rise, presenting innovative opportunities for baby food makers and caregivers.
Industry implications
What the Macronutrient Focus trend means for industry
Where the trend changes the playbookFor
Food and Beverage
Food and beverage companies can innovate around the trend of macronutrient-based products to better cater to health-conscious consumers.
For
Mobile Apps
Developers can create more apps that provide crowdsourced dietary guidance and customizable meal planning based on macronutrient intake.
For
Baby and Childcare
Companies in the baby and childcare industry can innovate around the demand for specialized dietary foods for babies and children, particularly those that adhere to popular diets like paleo.
Workshop question
How can your brand refocus a product/service that has been obscured by emerging competition?
Trend signals
Trend signals for Macronutrient Focus
Trend score 3.7 out of 10, from popularity 57%, activity 47%, freshness 8%.
Popularity57%
Activity47%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Macronutrient Focus trend
4 featured examples from Apr 14, 2016 to Sep 15, 2017CategoryLifestyle
Personalized Macronutrient Foods
The MySmart Foods by Usana Offers a Customized Protein Program
The MySmart Foods program addresses the growing demand for personalized nutrition and healthier food options in the health and wellness industry.
CategoryLifestyle
Paleo-Friendly Baby Foods
Serenity Kids is Setting Itself Apart as a Producer of Paleo Baby Food
The baby food industry can leverage the growing interest in paleo diet by introducing paleo-friendly options for babies.
CategoryLifestyle
Macronutrient Frozen Meals
Elements Offers Food Packs for Athletes
Opportunity for disruptive innovation in the meal delivery industry by offering convenient and nutritious macronutrient meals directly to consumers' homes.
CategoryLifestyle
Dietary Takeout Apps
The FindMyMacros Lets Consumers Seek Out Eateries Based on Their Diets
Restaurants can benefit from apps that cater to individuals with specific dietary requirements.
