# Puffed Indulgence Puff snack products help health-conscious consumers snack smartly. By [Hayley McGlone](https://www.trendhunter.com/hayley_mcglone), Manager, Client Research & Strategy | Published Feb 21, 2018 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/puffed-indulgence ## Key Figures - Trend score: 3.1/10 - Evidence articles: 6 ## What is the Puffed Indulgence trend? **Puffed Indulgence:** Puff-based products provide a healthier snacking option for consumers looking to satisfy their cravings without worrying about it being detrimental to their health-based goals. This serves the health-conscious consumer who is often looking to satisfy the balance of a healthy, well-rounded diet, without being deprived of all indulgences. ## At a Glance - Evidence: 6 featured examples - Articles from: Jun 23, 2016 to Feb 17, 2018 - Published: Feb 21, 2018 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Puffed Indulgence trend ### Pulses as Snack Ingredients Snacks made with pulses—legumes, beans and peas—are becoming extremely popular as sources of interesting flavor, texture and protein. ### Plant-based Protein Snacks A growing demand for protein-rich, plant-based, gluten-free and grain-free foods has driven brands to explore the use of legumes for the making of snack and meal products. ### Healthier Snacking with Puffed Ingredients Although consumers have been buying cheesy snack puffs for years, a new wave of puffed snack products are being produced, made with everything from lotus seeds and water lily seeds to quinoa. ## What the Puffed Indulgence trend means for industry ### For Snack Foods Snack companies can explore the use of pulses and puffed ingredients in their products to cater to the growing demand for plant-based protein and healthier snacking alternatives. ### For Superfoods Foods made from ancient superfoods, like water lily seeds, are gaining popularity as consumers are drawn to unique and healthier ingredients. ### For Sustainable Business Partnerships with social and environmental organizations, like in the case of HIPPEAS, can add value to a brand and its commitment to sustainability while also doing good for communities. ## Workshop question How can your brand help consumers to stay on track with their personal goals? ## Trend signals for Puffed Indulgence Trend score 3.1 out of 10, from popularity 48%, activity 37%, freshness 8%. - Popularity: 48% - Activity: 37% - Freshness: 8% ## Examples of the Puffed Indulgence trend 6 featured examples from Jun 23, 2016 to Feb 17, 2018. - [Puffed Chickpea Snacks](https://www.trendhunter.com/trends/chickpea-snack): Organic 'HIPPEAS' Appeal to a New Generation of Hippies (Category: Lifestyle) Implication: The rise of organic snack brands indicates opportunities within the organic food industry to meet the demand for health-conscious and sustainable products. - [Clean Eating Potato Snacks](https://www.trendhunter.com/trends/airpuffed-potato-snacks): The SPOKES Air-Puffed Potato Snacks are Lightly Misted with Oil (Category: Lifestyle) Implication: The snack food industry can explore new product development opportunities by focusing on creating and promoting healthier alternatives to traditional snacks. - [Pea Protein Puff Snacks](https://www.trendhunter.com/trends/puff-snacks): Suzie 2's '2 Peas & a Bean' Snacks are Protein-Rich Snack Puffs (Category: Lifestyle) Implication: The snack food industry can innovate its product offerings by incorporating pea protein and nut butter flavors into healthier versions of classic snacks. - [Peanut Butter Puffs](https://www.trendhunter.com/trends/snack-puffs): Puffworks' Snack Puffs Take Inspiration from an Israeli Treat Called Bamba (Category: Lifestyle) Implication: Disruptive innovation opportunity: Introduce innovative and unique snack products to capture the evolving consumer preferences in the snack food industry. - [Lily-Dervied Snack Puffs](https://www.trendhunter.com/trends/lily-puffs): 'Lily Puffs' Makes Its Superfood Snack from Water Lily Seeds (Category: Lifestyle) Implication: Lily Puffs represents a new entrant into the market for healthy, natural, and innovative snacks, opening opportunities for startups and small food companies in the health and well… - [Protein-Rich Peanut Puffs](https://www.trendhunter.com/trends/peanut-snacks): P-nuff Makes Baked Peanut Snacks That Deliver Complete Vegan Proteins (Category: Lifestyle) Implication: As consumers seek healthier snack options, snack food companies can capitalize on the trend by creating natural, protein-rich, and plant-based snack alternatives, like P-nuff’s pe… ## 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)