Category
Lifestyle
Assisted Choices
Trend cluster
Category
Transformed
Veg
Brussels sprouts are incorporated into food products in new formats.
2.7
Trend score
Trend
What is the Transformed Veg trend?
Transformed Veg: Brussels sprouts are gaining popularity in the food industry, but they're making an appearance in transformed formats. Accompanied with many benefits and compounds that cater to the health-conscious consumer, brussels sprouts are expanding as consumers are seeking to experiment and broaden their options in the kitchen.
Insight
The consumer insight behind the Transformed Veg trend
As consumers become more conscious of their health, they are also altering their diet to gain more nutritional value. However, this can be difficult for consumers who are newly health-conscious and wary of unfamiliar flavors. With that in mind, these healthy eating novices seek ways to make lifestyle changes in small, familiar steps.
Trend themes
Themes within the Transformed Veg trend
Three behaviours holding the trend together01
Transformed Vegetables
Brussels sprouts are being incorporated into food products in new formats to cater to health-conscious consumers and those seeking to experiment and broaden their options in the kitchen.
02
Collaborative Cooking
'To Taste' is a social, collaborative cooking site that lets users adjust recipes and share tweaks, giving birth to a new generation of tweaked original recipes with an adaptable and customizable approach.
03
Unusual Seasoning
New and unique ingredient combinations, such as seasoning tortilla chips with freeze-dried Brussels sprouts, are turning seasonal vegetables into a snackable option and giving birth to innovative flavor profiles.
Industry implications
What the Transformed Veg trend means for industry
Where the trend changes the playbookFor
Food and Beverage
From innovative new food products and flavor profiles to collaborative cooking methods, food companies can cater to health-conscious and adventurous consumers with creative and adaptable approaches.
For
Agriculture
As consumers seek out seasonal vegetables and new product formats, agriculture companies can explore innovative and profitable ways to grow and process crops like Brussels sprouts to satisfy demand.
For
Technology
Social, collaborative cooking sites like 'To Taste' and the creative use of unconventional ingredients like freeze-dried vegetables in snack products have opened up opportunities for technology companies to create innovative, flexible and customizable food-product models.
Workshop question
How can your customers leverage your product/service aside from their traditional use?
Trend signals
Trend signals for Transformed Veg
Trend score 2.7 out of 10, from popularity 42%, activity 32%, freshness 8%.
Popularity42%
Activity32%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Transformed Veg trend
4 featured examples from Feb 15, 2018 to Apr 23, 2019CategoryLifestyle
Pickled Brussels Sprouts Snacks
Shpickles' Brussels Sprouts Pickles Put a New Spin on Sprouts
The health food industry can capitalize on the growing demand for pickled vegetable snacks with innovative recipes and packaging.
CategoryLifestyle
Veggie-Filled Pasta Pockets
Trader Joe’s Seasonal Ravioli is Stuffed with Brussels Sprouts
Foodservice providers and restaurants could create similar dishes by experimenting with unique combinations to keep customers interested.
CategoryLifestyle
Collaborative Creditable Recipe Sites
'To Taste' Lets Cooks Adjust Recipes and Share Tweaks
The food and recipe sharing industry can leverage collaborative platforms like 'To Taste' to empower users to share and explore new culinary ideas.
CategoryLifestyle
Sprouts-Seasoned Tortilla Chips
Trader Joe’s Tortilla Chips are Made with Brussels Sprouts
The introduction of seasoned tortilla chips made with unique ingredients like Brussels sprouts can attract health-conscious consumers and drive innovation in the snack food indust…
