# Consumption Compromise Consumers crave the familiarity of soda in a more health-conscious format. By [Vasiliki Marapas](https://www.trendhunter.com/Vasiliki.Marapas), Research Advisor & Writer | Published Mar 25, 2015 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/retro-flavor ## Key Figures - Trend score: 1.1/10 - Evidence articles: 4 ## What is the Consumption Compromise trend? **Consumption Compromise:** The rise of health-consciousness has vilified the consumption of carbonated, sugary drinks; however, consumers are still attracted to the familiar flavors associated with traditional sodas. In order to reconcile a newfound health-based approach to lifestyle with their favorite taste cravings, consumers are opting for naturally flavored sodas and beverages. Instead of abstinence, consumers are searching for compromise and balance when it comes to consumption. ## At a Glance - Evidence: 4 featured examples - Articles from: Mar 10 to Mar 24, 2015 - Published: Mar 25, 2015 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Consumption Compromise trend ### Naturally flavored beverages Consumers are opting for naturally-flavored sodas and beverages as a compromise between taste and health. ### Healthy craft sodas Brands are producing low calorie, all-natural craft sodas to make healthy soda options easily accessible, delicious and fun. ### Alcoholic floats Alcoholic float recipes are becoming popular, turning classic desserts into playful, adult beverages. ## What the Consumption Compromise trend means for industry ### For Beverage Industry The beverage industry can incorporate naturally flavored beverages as a response to consumers' desire for healthier drink options. ### For Craft Soda Industry Craft soda companies can create low calorie, all-natural soda options as a way to appeal to health-conscious consumers. ### For Alcohol Industry The alcohol industry can incorporate alcoholic floats as a way to create playful and indulgent drink options. ## Trend signals for Consumption Compromise Trend score 1.1 out of 10, from popularity 17%, activity 9%, freshness 8%. - Popularity: 17% - Activity: 9% - Freshness: 8% ## Examples of the Consumption Compromise trend 4 featured examples from Mar 10 to Mar 24, 2015. - [Craft Citrus Sodas](https://www.trendhunter.com/trends/dewshine): Dewshine is Now Being Offered as a Craft Version of Mountain Dew (Category: Lifestyle) Implication: Craft citrus soda brands can capitalize on the growing demand for artisanal and natural beverages. - [Organic Soda Alternatives](https://www.trendhunter.com/trends/organic-soda): Rodale's Creates 5 Flavors of Naturally Sweetened Soda Syrup (Category: Lifestyle) Implication: Disruptive innovation opportunity: Exploit the growing demand for organic products by creating a new market segment focused on organic soda alternatives. - [Healthy Craft Soda](https://www.trendhunter.com/trends/captains-neck): Captains Neck & Co Produces Low Calorie, All-Natural Craft Sodas (Category: Lifestyle) Implication: An increasing number of craft soda brands are entering the market to satisfy growing demand for healthier and more natural drink options. - [Alcoholic Float Recipes](https://www.trendhunter.com/trends/whiskey-root-beer-float): This Whiskey Root Beer Float Turns a Soda Into a Delicious Cocktail (Category: Lifestyle) Implication: Alcohol and beverage industry can capitalize on millennials' desire for innovative alcoholic drinks that are new twists on traditional beverages. ## Recent trend clusters - [Serial Snacking](https://www.trendhunter.com/protrends/serial-snacking) (Lifestyle) - [Calm Monitoring](https://www.trendhunter.com/protrends/calm-monitoring) (Lifestyle) - [Performance Powders](https://www.trendhunter.com/protrends/performance-powders) (Lifestyle) - [Task Beverages](https://www.trendhunter.com/protrends/task-beverages) (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) - [Rapid Concussion Screening Headsets](https://www.trendhunter.com/trends/infrared-eye-tracking) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)