# Upscaling Unhealthy Luxuriously revamped junk food appeals to consumers with discriminating tastes. By [Courtney Scharf](https://www.trendhunter.com/Courtney), Chief Client Officer | Published Nov 18, 2013, updated Nov 22, 2013 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/upscaling-unhealthy ## Key Figures - Trend score: 3.2/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Mar 14 to Nov 16, 2013 - Published: Nov 18, 2013 - 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), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America ## Themes within the Upscaling Unhealthy trend ### 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. ### DIY Nostalgic Treats DIY food and dessert making is increasingly popular, particularly for nostalgic treats that replace fast food alternatives. ### 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. ## What the Upscaling Unhealthy trend means for industry ### For 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 for Upscaling Unhealthy Trend score 3.2 out of 10, from popularity 38%, activity 52%, freshness 8%. - Popularity: 38% - Activity: 52% - Freshness: 8% ## Examples of the Upscaling Unhealthy trend 4 featured examples from Mar 14 to Nov 16, 2013. - [Homemade Hybrid Cronuts](https://www.trendhunter.com/trends/banana-cream-pillsbury-crescent-doughnuts): The Banana Cream Pillsbury Crescent Doughnuts is a Delicious Knock-Off (Category: Lifestyle) Implication: Opportunity for food bloggers to create and share their unique cronut recipes. - [Decadent Dessert Burgers](https://www.trendhunter.com/trends/donut-ice-cream-sandwiches): Umami Burger's Donut Ice Cream Sandwiches is Desgined to Destroy Diets (Category: Lifestyle) Implication: 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. - [Frothy St. Patricks Snacks](https://www.trendhunter.com/trends/shamrock-shake): The Homemade Shamrock Shake is Made with Creamy Ingredients (Category: Special) Implication: Opportunity for food and beverage companies to create and market healthier alternatives to popular fast food items. - [Charitable Celebrity Cronuts](https://www.trendhunter.com/trends/24k-gold-leaf-cronut): The 24K Gold Leaf Cronut Benefits God's Love We Deliver Foundation (Category: Lifestyle) Implication: The food and beverage industry can create one-of-a-kind products to support charitable causes. ## 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)