# Upgraded Sauerkraut Brands are updating the branding and recipes of the popular probiotic food. By [Kalin Ned](https://www.trendhunter.com/knedelch), Research Writer | Published Oct 22, 2020 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/upgraded-sauerkraut ## Key Figures - Trend score: 3.9/10 - Evidence articles: 4 ## What is the Upgraded Sauerkraut trend? **Upgraded Sauerkraut:** Taking advantage of the popularity of sauerkraut, companies are revamping the recipes of the gut health-supporting food and/or updating the packaging design it is offered in. This is a result of a much more competitive market, in which companies are looking to capture consumer attention through innovation. ## The consumer insight behind the Upgraded Sauerkraut trend Contemporary consumers understand the importance of taking care of their bodies on a regular basis and as a result, many have begun introducing wellness-minded rituals to their daily routine. In this space, active ingredients like probiotics have been in the spotlight for quite some time and consumers are looking for ways to introduce them into their skincare ritual or diet, with the hopes of receiving the support their body needs. ## At a Glance - Evidence: 4 featured examples - Articles from: Mar 16 to Oct 23, 2020 - Published: Oct 22, 2020 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Upgraded Sauerkraut trend ### Revamped Recipes and Packaging Design Companies are updating their sauerkraut recipes and packaging design due to a highly competitive market, in which companies are seeking innovative ways to capture consumer attention. ### Probiotics in Wellness-Minded Rituals Consumers are seeking to introduce probiotics into their skincare routine or diet to receive the necessary body support in wellness-minded rituals. ### Supercharged Sauerkraut Companies like Good Nude Food are making high-quality, live fermented sauerkrauts with added superfoods to satisfy the exponentially growing consumer interest in nutritious probiotic foods. ## What the Upgraded Sauerkraut trend means for industry ### For Health and Wellness Consumer interest in gut health is booming, making health and wellness a relevant industry to watch as consumers seek nutritional value in their food and drinks. ### For Organic Food and Beverages Organic farms, like Biona Organic, are specializing in fine foods and beverages that are naturally sourced without added chemicals or pesticides. ### For Food and Beverage Packaging Innovative packaging design for sauerkraut and other fermented foods is an emerging industry trend as businesses strive to win consumer attention. ## Workshop question How might you reformulate a popular product to recapture consumer attention? ## Trend signals for Upgraded Sauerkraut Trend score 3.9 out of 10, from popularity 56%, activity 53%, freshness 9%. - Popularity: 56% - Activity: 53% - Freshness: 9% ## Examples of the Upgraded Sauerkraut trend 4 featured examples from Mar 16 to Oct 23, 2020. - [Fermented Beetroot Condiments](https://www.trendhunter.com/trends/biona-organic): Biona Organic's Ruby Sauerkraut is Naturally Sourced (Category: Lifestyle) Implication: Opportunity for companies to develop and manufacture innovative food preservation techniques and products using fermentation. - [Supercharged Sauerkrauts](https://www.trendhunter.com/trends/good-nude-food): Good Nude Food Was Named the Winner of the 'Pitch! Live' Competition (Category: Lifestyle) Implication: Incorporating probiotics into unique food products can help food and beverage industries address the need for healthier options in the market. - [Gut-Supporting Packaged Sauerkraut](https://www.trendhunter.com/trends/cleveland-kitchen): The Cleveland Kitchen Boasts a Range of Delicious Sauerkrauts (Category: Lifestyle) Implication: Innovations in packaged and unique sauerkraut flavors with added health benefits can disrupt the condiment industry. - [Russian-Inspired Fermented Foods](https://www.trendhunter.com/trends/cultured-traditions): Cultured Traditions Offers High-Quality Fermented Food and Drinks (Category: Lifestyle) Implication: The health food industry can tap into the growing demand for certified organic fermented products by offering a diverse range of high-quality options to health-conscious consumers. ## Recent trend clusters - [Automated Upkeep](https://www.trendhunter.com/protrends/automated-upkeep) (Tech) - [Serial Snacking](https://www.trendhunter.com/protrends/serial-snacking) (Lifestyle) - [Autumn Teasers](https://www.trendhunter.com/protrends/autumn-teasers) (Business) - [Ambient Assistance](https://www.trendhunter.com/protrends/ambient-assistance) (Tech) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Marketing](https://www.trendhunter.com/marketing)