# Transformed Veg Brussels sprouts are incorporated into food products in new formats. By [Chayeanne Garvida](https://www.trendhunter.com/chayg24), Research Advisor | Published Apr 25, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/stemming-brussel ## Key Figures - Trend score: 2.7/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Feb 15, 2018 to Apr 23, 2019 - Published: Apr 25, 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), [Personalization](https://www.trendhunter.com/megatrend/personalization) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Transformed Veg trend ### 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. ### 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. ### 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. ## What the Transformed Veg trend means for industry ### For 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 for Transformed Veg Trend score 2.7 out of 10, from popularity 42%, activity 32%, freshness 8%. - Popularity: 42% - Activity: 32% - Freshness: 8% ## Examples of the Transformed Veg trend 4 featured examples from Feb 15, 2018 to Apr 23, 2019. - [Pickled Brussels Sprouts Snacks](https://www.trendhunter.com/trends/shpickles): Shpickles' Brussels Sprouts Pickles Put a New Spin on Sprouts (Category: Lifestyle) Implication: The health food industry can capitalize on the growing demand for pickled vegetable snacks with innovative recipes and packaging. - [Veggie-Filled Pasta Pockets](https://www.trendhunter.com/trends/seasonal-ravioli): Trader Joe’s Seasonal Ravioli is Stuffed with Brussels Sprouts (Category: Lifestyle) Implication: Foodservice providers and restaurants could create similar dishes by experimenting with unique combinations to keep customers interested. - [Collaborative Creditable Recipe Sites](https://www.trendhunter.com/trends/to-taste): 'To Taste' Lets Cooks Adjust Recipes and Share Tweaks (Category: Lifestyle) Implication: The food and recipe sharing industry can leverage collaborative platforms like 'To Taste' to empower users to share and explore new culinary ideas. - [Sprouts-Seasoned Tortilla Chips](https://www.trendhunter.com/trends/seasoned-tortilla-chips): Trader Joe’s Tortilla Chips are Made with Brussels Sprouts (Category: Lifestyle) Implication: 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… ## 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)