Category
Lifestyle
Territory Bottlings
Trend cluster
Category
Experiential
Entertaining
Consumers opt for experiential forms of DIY education.
4.7
Trend score
What's Happening
What is the Experiential Entertaining trend?
Experiential Entertaining: Food and beverage education is a rising area of interest for consumers who appreciate, and want to recreate, artisanal goods at home for entertainment purposes. Instead of relying on traditional recipes and cookbooks, consumers are turning to experiential forms of education, such as video tutorials, to make the process more fun. This shift suggests that activity-based lessons intrigue consumers into learning more.
Evidence
Examples of the Experiential Entertaining trend
CategoryLifestyle
Video Cocktail Tutorial Sites
The 'Tipsy Bartender' Teaches Viewers to Make Exciting DIY Cocktails
Disruptive innovation opportunity: Create a meal-kit service that includes cocktail ingredients and step-by-step video tutorials, providing convenience and inspiration for home ba…
CategoryLifestyle
Collaborative Recipe Apps
The Chef'd Online Meal Store Teams with an App-Connected Recipe Guide
Businesses that specialize in food delivery can partner with recipe apps for a wider range of services.
CategoryLifestyle
Cocktail-Inspired Card Decks
These Playing Cards Feature Instructions for Making Classic Cocktails
Hotels, bars, and restaurants can use these playing cards to educate both employees and patrons about cocktail recipes.
CategoryLifestyle
Romantic Dinner Kits
Style & Entertaining's Kit Supplies a Romantic Dinner for Two
Meal delivery services could create and offer all-in-one romantic dinner kits as a premium add-on service for special occasions.
CategoryPop Culture
Supermodel Cooking Classes
Jourdan Dunn Teaches Fans About Food with Her 'How It's Dunn' Special
Fashion and beauty brands can collaborate with celebrity influencers to create content around their passions, attracting new customers in the process.
Workshop question
How can your brand employ the interactive and engaging nature of tutorials?
Trend themes
Themes within the Experiential Entertaining trend
Three behaviours holding the trend together01
Experiential Education
Consumers prefer experiential forms of education, such as video tutorials, to create artisanal goods at home for entertainment purposes.
02
DIY Entertaining
Consumers are favoring creating entertainment experiences at home with DIY kits and instructional playing cards, rather than dining out.
03
Collaborative Recipe Apps
Consumers are using recipe apps that have integrated with online meal stores to simplify the task of finding recipes and purchasing ingredients online.
Industry implications
What the Experiential Entertaining trend means for industry
Where the trend changes the playbookFor
Food & Beverage Education
Businesses can innovate by creating experiential education platforms or video tutorials that teach consumers creative ways to cook and entertain.
For
Gourmet Meal Kits
Businesses can introduce DIY gourmet meal kits and instructional playing cards to allow consumers create restaurant quality meals at home.
For
Recipe App Integration
Businesses can focus on the integration of recipe apps and online meal stores to offer consumers a seamless experience to purchase ingredients and have them shipped directly to their homes.
Trend signals
Trend signals for Experiential Entertaining
Trend score 4.7 out of 10, from popularity 76%, activity 58%, freshness 8%.
Popularity76%
Activity58%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
