# Nutritious Brew Beer brands aim to target health-conscious consumers. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Mar 12, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/nutritious-brew ## Key Figures - Trend score: 3.5/10 - Evidence articles: 4 ## What is the Nutritious Brew trend? **Nutritious Brew:** Brands in the beer industry are looking to the health-conscious consumer to inspire new products, offering everything from beers with more nutritious ingredients, to those with limited calories. ## The consumer insight behind the Nutritious Brew trend Despite the increased focus on wellness, consumers are still looking to indulge. However, the wellness wave has made it so they wish to enjoy vices without feeling guilty. The halfway healthy movement consolidates these conflicting consumer desires. ## At a Glance - Evidence: 4 featured examples - Articles from: Feb 27, 2018 to Mar 6, 2019 - Published: Mar 12, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Nutritious Brew trend ### Halfway Healthy Movement The wellness wave has prompted consumers to desire a healthy consumption experience without feeling guilty, inspiring the trend of halfway healthy products in the beer industry. ### Low-Calorie Beers The rise of health-conscious consumers has prompted breweries to create low-calorie beers to cater to their target market. ### Nutrient-Enhanced Beers Breweries are incorporating healthy ingredients in their beers such as organic grains, vitamin B6, and sea salt to offer nutrient-enhanced beers that promote good health. ## What the Nutritious Brew trend means for industry ### For Breweries Breweries can tap into the market of health-conscious consumers by experimenting with healthy ingredients and creating low-calorie beers to cater to this growing target market. ### For Food and Beverage Industry Healthy drinking options are increasingly popular, and companies that offer products in the food and beverage industry have a unique opportunity to create healthy drinking options for their customers. ### For Marketing and Advertising Industry As breweries continue to create better-for-you beers and low-calorie options, marketing and advertising companies have the opportunity to promote these products in a way that appeals to the health-conscious consumer. ## Workshop question How could your brand bring in a new customer base with some tweaks to its offerings? ## Trend signals for Nutritious Brew Trend score 3.5 out of 10, from popularity 54%, activity 43%, freshness 8%. - Popularity: 54% - Activity: 43% - Freshness: 8% ## Examples of the Nutritious Brew trend 4 featured examples from Feb 27, 2018 to Mar 6, 2019. - [Vitamin-Rich Healthy Beers](https://www.trendhunter.com/trends/healthy-beers): 'Hop Heart' is a Craft Beer with Vitamin B6 to Support Heart Health (Category: Lifestyle) Implication: Developing and marketing healthy beer options could differentiate craft beer brewers and provide growth opportunities. - [Crisp Athletic Beers](https://www.trendhunter.com/trends/marathon-brewing): Marathon Brewing's '26.2 Brew' is a Better-for-You Reward for Athletes (Category: Lifestyle) Implication: The health and wellness industry can explore the creation of better-for-you beers to cater to consumers looking for healthier beverage options. - [99-Calorie Lagers](https://www.trendhunter.com/trends/low-calorie-beer): Ghost Train Brewing Company Launched a 4% ABV 'Light Lager' (Category: Lifestyle) Implication: Craft breweries can explore new recipes and brewing techniques to produce low-calorie beers. - [Health-Focused Organic Beers](https://www.trendhunter.com/trends/michelob-ultra-pure-gold): Michelob Ultra Pure Gold Is an All-Natural Brew By Anheuser-Busch (Category: Lifestyle) Implication: The brewing industry has the opportunity to capitalize on the health-focused beer trend by developing and marketing more organic and low-calorie beer options. ## 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)