# Nutritious Donut Donuts become the vessel for serving healthier versions of indulgent food. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Oct 17, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/nutritious-donut ## Key Figures - Trend score: 3.6/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Jun 29, 2018 to Jan 8, 2021 - Published: Oct 17, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Nutritious Donut trend ### Healthy indulgence Donuts are being offered in healthier forms to cater to consumers looking to indulge without impacting their general health. ### Personalized diets The trend of catering to consumers with specific diets is growing, with brands offering low-carb, protein-packed and keto-friendly options. ### Wellness and indulgence Consumers are seeking a more nuanced approach to wellness, where they can maintain their health while still allowing indulgences. ## What the Nutritious Donut trend means for industry ### For 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 for Nutritious Donut Trend score 3.6 out of 10, from popularity 58%, activity 40%, freshness 9%. - Popularity: 58% - Activity: 40% - Freshness: 9% ## Examples of the Nutritious Donut trend 4 featured examples from Jun 29, 2018 to Jan 8, 2021. - [Dessert-Inspired Keto Donuts](https://www.trendhunter.com/trends/keto-donuts): The Elite Donut is Protein-Rich and Low in Net Carbs (Category: Lifestyle) Implication: Opportunity for food and beverage companies to create and market healthier snack options for those on special diets, such as the ketogenic diet. - [Protein-Packed Donuts](https://www.trendhunter.com/trends/protein-donuts): Jim Buddy’s Protein Donuts are Low in Calories and Full of Flavor (Category: Lifestyle) Implication: 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… - [Keto-Approved Ice Creams](https://www.trendhunter.com/trends/keto-approved-ice-cream): Enlightened's Keto Ice Cream Collection is Low in Carbs (Category: Lifestyle) Implication: Disruptive innovation potential by introducing more low-carb, low-sugar, and high-protein frozen dessert options for health-conscious consumers. - [Plant-Based Donuts](https://www.trendhunter.com/trends/fossil-fuel): Fossil Fuel Offers Donuts That Aim to Be Nutritious and Delicious (Category: Lifestyle) Implication: Disruptive innovation opportunity: Offering more options for individuals with dietary restrictions in the food and beverage industry. ## 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)