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eLearning > Lifestyle > Modern Foodies > Module 2 / 4

The Modern Foodie and Prosumerism

Instructor: Blaine Aberdeen
Millennial Lifestyle
Download the Millennial Lifestyle Trend Report
Today, it’s easier than ever for consumers to create their own content. Anyone can become an expert and because of this, "Instagrammable" food is no longer enough. Brands are adapting to the rituals of Millennials and Gen Z with store designs that mimic the social media-friendly visuals that are so popular today. Consumers are craving Insta-worthy aesthetics on and off their plates - as brands look to speak to the changing values of consumers their spaces must cater specifically to their consumers' desire for shareable experiences.


In this module, you will explore the Modern Foodie through the lens of Trend Hunter’s Megatrend Prosumerism. You will look at how consumers’ preferences have changed when it comes to sharing on social media and what brands are doing to keep up. We will highlight the importance of shareability when it comes to the food we consume and the environment in which we consume it.
Related Trend Report: Millennial Lifestyle
Workshop Questions:
1. What relationship does your brand have with visual indulgence?
2. Which social media site should your brand lean into and why?
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Featured Insights
Social Setting
Cafes and restaurants are designed around "Instagrammable" aesthetics
Trend - Restaurant and cafe brands are adapting to the rituals of Millennials and Gen Z with highly "sharable" store designs. Mimicking the social media-friendly visuals that are so popular today, this focus on design has become absolutely central to the experience these places provide.
Workshop Question - Conceptualize a social media-friendly space that your brand could offer its customers.
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Aesthetic Eating
Beautiful presentation elevates the dining experience through visuals
Implications - Restaurant menus are catering to those interested in Instagram-friendly dining experiences by producing brightly colored, aesthetically pleasing dishes that lend themselves to image-based social sharing. This shift speaks to the interest in creating social media-friendly experiences that offer rare elements of joy and delight, while it also highlights the innate interest in curation as a means of having specific control over something tangible in a time of great cultural and social stress.
Workshop Question - How can your product or service lend itself to the desire for up-leveled aesthetics?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Restaurant Grocery
Restaurants are now offering delivery and pick-up of grocery essentials
Trend - Since the introduction of social distancing, restaurants have had to pivot from dine-in service to take-out only and many have opted to sell their food products to provide consumers access to essential groceries. Various restaurants are now offering curbside pick up and delivery options for these goods.
Workshop Question - How can your brand pivot its services to meet the needs of consumers during challenging times?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Convenience Aesthetic
Bars & restaurants borrow convenience store motifs for a unique experience
Trend - Dining establishments are revamping their interior design to a convenience store aesthetic as that provides a more unconventional, immersive and photo-friendly experience for their patrons. From cafes and bars to restaurants, this new approach is present across the board.
Workshop Question - How could your business contribute to someone's personal brand?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Street Restaurant
Restaurants are inspired by the cuisines and aesthetics of street food
Trend - Brands in the restaurant space are taking cues from the continued popularity of street food around the world. Through this, they are creating establishments with menus and aesthetics that mimic street vendors. This shift comes as brands within this space seek to cement themselves as authentic, as North American consumers' culinary tastes evolve and diversify.
Workshop Question - How could your brand take inspiration from culturally authentic movements?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Frozen Redefined
Frozen foods evolve to compete with typically fresh, made-to-order meals
Trend - Battling concerns and misconceptions over frozen food, brands are revitalizing how frozen food products are perceived. Moving into the health and wellness space, frozen food brands are creating product lines and activations that speak to the fresh and all-natural aspect of their ingredients.
Workshop Question - How can you revitalize your products and services to align with emerging health and wellness needs?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Culinary Hub
Food brands focus on innovation labs where they can ideate and create
Trend - The prioritization that brands are now placing on "innovation" has bled into the food industry, with some brands in this realm now creating innovation labs designed to help their businesses draw in consumers via new experiences and distinct menu items. This shift comes as brands seek to meet consumer expectations of diversity and distinction in choice.
Workshop Question - How could your brand develop an innovation lab?
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Divergent Dish
Pet foods are offered in sophisticated, culinary-inspired formats
Implications - Pet food brands are changing up their marketing strategies, which often focus on bulk quantities and health, and are creating product lines that prioritize sophisticated, almost adult-like dishes for pets. These items are able to evoke trust and create automatic associations with nutrition and quality, catering to consumers who prioritize indulgence in their purchase decisions.
Workshop Question - Conceptualize how your company could rebrand its product/service in a way that caters to the indulgence-minded consumer.
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Cafe
Brands expand their physical presence by creating branded cafe locations
Implications - As the fight against e-commerce continues to be a focus for brands, the pressure to create a worthwhile in-person experience increases. Supporting this focus on giving consumers a good reason to experience brands in person are experiential, branded cafes that exist either permanently in-store or act as a limited time pop-up experience. The outcome of this approach is to provide consumers with a sensorial experience as well as a chance to purchase tangible goods.
Workshop Question - If your brand were to create a consumer experience representative of itself, what would that look like?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Culinary Travel
Travel platforms, products and services are centered around culinary industries
Implications - Though food is a large motivating factor for why people travel, the concept of travel-related platforms and services, both small and large scale, that are centered around food are just beginning to pop up. These services and spaces cater to consumers seeking forms of travel that are able to curate experiences that cater to their precise expectations.
Workshop Question - How could your brand better center the consumer experience around their precise preferences and expectations?
3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Savory Hue
Savory food items are created with increasingly vibrant hues
Trend - Food brands are using colors typically associated with desserts and candies in savory dishes, snacks, and toppings. The adoption of vibrant hues in savory items immediately grabs attention, serves consumers seeking novelty, and caters specifically to demographics most concerned with social media-friendly aesthetics in their purchase decisions.
Workshop Question - How could your brand better cater to social media aesthetic-seeking consumers?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends