Category
Lifestyle
Assisted Choices
Trend cluster
Category
Nutritious
Donut
Donuts become the vessel for serving healthier versions of indulgent food.
3.6
Trend score
Trend
What is the Nutritious Donut trend?
Nutritious Donut: Donuts, or donut-flavored snacks, are being offered in healthier forms to cater to consumers looking to indulge without impacting their general health. Offered in everything from donut-flavored yogurts to protein-infused donuts, these items merge both flavor and nutrition.
Insight
The consumer insight behind the Nutritious Donut trend
As North American consumers understand more about their personal health and how to achieve it, they're also more mindful of the physical and mental stress that can come with once-commonplace practices like overly restrictive diets. Consumers have more knowledge on the negative impacts of such routines, and more are subscribing to the "body positive" movement that was conceived on social media. A more nuanced approach to wellness is rising from this general awareness–where consumers understand the need to maintain their health, but do so in a way that still allows indulgences.
Trend themes
Themes within the Nutritious Donut trend
Three behaviours holding the trend together01
Healthy indulgence
Donuts are being offered in healthier forms to cater to consumers looking to indulge without impacting their general health.
02
Personalized diets
The trend of catering to consumers with specific diets is growing, with brands offering low-carb, protein-packed and keto-friendly options.
03
Wellness and indulgence
Consumers are seeking a more nuanced approach to wellness, where they can maintain their health while still allowing indulgences.
Industry implications
What the Nutritious Donut trend means for industry
Where the trend changes the playbookFor
Food and beverage
Brands in the food and beverage industry can explore developing healthier versions of indulgent products to cater to the growing demand for health-conscious products.
For
Wellness
The wellness industry can offer products and services that balance healthy habits with indulgence to cater to the growing demand for a more nuanced approach to wellness.
For
Fitness
Fitness brands can partner with or create products that offer indulgent snacks that also have nutrition and protein.
Workshop question
How could your brand balance practicality and indulgence for its customers?
Trend signals
Trend signals for Nutritious Donut
Trend score 3.6 out of 10, from popularity 58%, activity 40%, freshness 9%.
Popularity58%
Activity40%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Nutritious Donut trend
4 featured examples from Jun 29, 2018 to Jan 8, 2021CategoryLifestyle
Dessert-Inspired Keto Donuts
The Elite Donut is Protein-Rich and Low in Net Carbs
Opportunity for food and beverage companies to create and market healthier snack options for those on special diets, such as the ketogenic diet.
CategoryLifestyle
Protein-Packed Donuts
Jim Buddy’s Protein Donuts are Low in Calories and Full of Flavor
The food and beverage industry can capitalize on the trend of protein-packed snacks and functional flavors by developing innovative products that cater to health-conscious consume…
CategoryLifestyle
Keto-Approved Ice Creams
Enlightened's Keto Ice Cream Collection is Low in Carbs
Disruptive innovation potential by introducing more low-carb, low-sugar, and high-protein frozen dessert options for health-conscious consumers.
CategoryLifestyle
Plant-Based Donuts
Fossil Fuel Offers Donuts That Aim to Be Nutritious and Delicious
Disruptive innovation opportunity: Offering more options for individuals with dietary restrictions in the food and beverage industry.
