Category
Lifestyle
Serial Snacking
Trend cluster
Category
Upscaling
Unhealthy
Luxuriously revamped junk food appeals to consumers with discriminating tastes.
3.2
Trend score
Trend
What is the Upscaling Unhealthy trend?
Upscaling Unhealthy: Indulgently unhealthy foods are receiving a rebranding of sorts, being now marketed as charming, artisan goods. Instead of supplementing these foods for reduced calorie versions, health-conscious consumers are indulging more occasionally in nostalgic treats, particularly those that boast organic or natural ingredients.
Trend themes
Themes within the Upscaling Unhealthy trend
Three behaviours holding the trend together01
Indulgent Junk Food Rebranding
The trend of marketing indulgent and unhealthy foods as charming artisanal goods is on the rise, particularly those boasting organic or natural ingredients.
02
DIY Nostalgic Treats
DIY food and dessert making is increasingly popular, particularly for nostalgic treats that replace fast food alternatives.
03
Charitable Dessert Auctions
Charitable dessert auctions featuring limited edition items are gaining attention, allowing customers to indulge in unique experiences while giving back to charities.
Industry implications
What the Upscaling Unhealthy trend means for industry
Where the trend changes the playbookFor
Food and Beverage Industry
Food and beverage industry professionals can leverage the trend of indulgent food rebranding to create unique and nostalgic products that cater to health-conscious consumers.
For
DIY Industry
DIY industry professionals can create products and services that cater to the growing trend of nostalgic and indulgent DIY food and dessert making.
For
Charitable Giving Industry
Charitable giving industry professionals can explore new and creative ways to raise money for causes by organizing food-related fundraising events, such as dessert auctions.
Trend signals
Trend signals for Upscaling Unhealthy
Trend score 3.2 out of 10, from popularity 38%, activity 52%, freshness 8%.
Popularity38%
Activity52%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Upscaling Unhealthy trend
4 featured examples from Mar 14 to Nov 16, 2013CategoryLifestyle
Homemade Hybrid Cronuts
The Banana Cream Pillsbury Crescent Doughnuts is a Delicious Knock-Off
Opportunity for food bloggers to create and share their unique cronut recipes.
CategoryLifestyle
Decadent Dessert Burgers
Umami Burger's Donut Ice Cream Sandwiches is Desgined to Destroy Diets
The food and beverage industry can leverage the popularity of decadent desserts to create new, innovative menu items that appeal to consumers' craving for indulgent treats.
CategorySpecial
Frothy St. Patricks Snacks
The Homemade Shamrock Shake is Made with Creamy Ingredients
Opportunity for food and beverage companies to create and market healthier alternatives to popular fast food items.
CategoryLifestyle
Charitable Celebrity Cronuts
The 24K Gold Leaf Cronut Benefits God's Love We Deliver Foundation
The food and beverage industry can create one-of-a-kind products to support charitable causes.
