# Macronutrient Focus Food brands prioritize macronutrients in the collections they offer. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Dec 14, 2017 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/macronutrient-focus ## Key Figures - Trend score: 3.7/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Apr 14, 2016 to Sep 15, 2017 - Published: Dec 14, 2017 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Macronutrient Focus trend ### Macronutrient-Based Foods Food brands are offering more products that focus on macronutrient balance and customization, reflecting an emerging dietary shift. ### 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. ### 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. ## What the Macronutrient Focus trend means for industry ### For 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 for Macronutrient Focus Trend score 3.7 out of 10, from popularity 57%, activity 47%, freshness 8%. - Popularity: 57% - Activity: 47% - Freshness: 8% ## Examples of the Macronutrient Focus trend 4 featured examples from Apr 14, 2016 to Sep 15, 2017. - [Personalized Macronutrient Foods](https://www.trendhunter.com/trends/macronutrient-food): The MySmart Foods by Usana Offers a Customized Protein Program (Category: Lifestyle) Implication: The MySmart Foods program addresses the growing demand for personalized nutrition and healthier food options in the health and wellness industry. - [Paleo-Friendly Baby Foods](https://www.trendhunter.com/trends/paleo-baby-food): Serenity Kids is Setting Itself Apart as a Producer of Paleo Baby Food (Category: Lifestyle) Implication: The baby food industry can leverage the growing interest in paleo diet by introducing paleo-friendly options for babies. - [Macronutrient Frozen Meals](https://www.trendhunter.com/trends/macronutrient): Elements Offers Food Packs for Athletes (Category: Lifestyle) Implication: Opportunity for disruptive innovation in the meal delivery industry by offering convenient and nutritious macronutrient meals directly to consumers' homes. - [Dietary Takeout Apps](https://www.trendhunter.com/trends/takeout-app): The FindMyMacros Lets Consumers Seek Out Eateries Based on Their Diets (Category: Lifestyle) Implication: Restaurants can benefit from apps that cater to individuals with specific dietary requirements. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (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) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)