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Food Consumer Insights

Pink Matcha
Brands launch vibrant at-home matcha powders that mimic barista style drinks
Trend - The matcha beverage landscape is evolving, enriched by the introduction of colorful variants such as pink, red, blue, and orange matchas. In a time when both the aesthetic appeal and nutritional benefits of food and drinks are highly valued, there's a notable trend towards inventive, Instagram-worthy choices that offer more than mere flavor.

Insight - The rise of mocktails and "sleepy girl cocktails" is reshaping at-home drinking culture, focusing on mindful, non-alcoholic options. This trend towards health-conscious, innovative beverages caters to a desire for unique, relaxing drinking experiences. As consumers prioritize wellness and novelty, there's a market opportunity for brands to offer drinks that combine taste, health benefits, and visual appeal, highlighting a shift towards beverages that support a lifestyle of mindful indulgence and self-care.
Workshop Question - How can your brand design visually stunning, health-conscious beverages that deliver unique experiences for the mindful consumer?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Croissant Cookie
New 'Crookies' blend flaky croissant shells with baked cookie dough interiors
Trend - Since their inception in France in 2022, croissants filled with baked cookie dough, or 'Crookies,' have grown in popularity in restaurants and bakeries. Crookies are versatile and offer consumers a mix of the light flakiness of a croissant and the densely flavored dough of a cookie.

Insight - Foodie consumers and influencers continually seek foods with new ingredients, flavors, or cooking methods. These consumers try new products as soon as they are available, with social media bringing attention to more popular selections. Brands recognize that these consumers heavily prioritize more creative and diverse foods. In order to better capture the foodie consumer base, bakeries and restaurants are crafting hybrid pastries that blend different textures and flavors.
Workshop Question - How could your brand create new products and experiences by combining two separate ideas?
7.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Seed Oil Free
Brands launch products made without seed oils, like soybean, sunflower, & corn oils
Trend - Brands are responding to evolving consumer health concerns and a growing preference for minimally processed foods by introducing products devoid of seed oils, such as soybean, sunflower, and corn oils. This trend is driven by increasing awareness of the potential inflammatory effects associated with these oils.

Insight - Thanks to social media, consumers are more informed than ever about their food's quality, leading to a significant reevaluation of the health impacts of many common ingredients. This heightened awareness, combined with accessible scientific studies, is driving a shift towards whole, minimally processed foods, seen as more natural and beneficial for health. As consumers prioritize health-conscious whole foods, the demand for products aligned with these values is also on the rise.
Workshop Question - As consumers continue to prioritize health, sustainability, and transparency, the demand for products free of seed oils is likely to grow. Brands that anticipate and adapt to these preferences by reformulating products, emphasizing natural ingredients, and promoting the health benefits of their offerings will likely see a competitive advantage in the marketplace.
7.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Savory Bubble
Brands are creating bubble waffles infused with savory recipes for convenience
Trend - Restaurants and CPG brands are creating bubble waffles and mixes made with meal-like ingredients. Bubble waffles are versatile, allowing for nearly any type of filling while maintaining a bite-sized and shareable shape. These are easy to prepare and offer new ways of experiencing well-known flavors.

Insight - Foodie consumers continually desire novelty food experiences; whether it pertains to the recipes, preparation method, or food format, these consumers are willing to experiment to see what works for them. The rise of cross-dish experimentation, spurred on by more adventurous customers, has led to the creation of hybrid dishes such as curry hamburgers. In aiming to address the needs of these consumers, brands are turning to savory bubble waffles for their versatility and convenience in preparation.
Workshop Question - How could your brand draw inspiration from cultural flavors and dishes to create new or unique offerings for its customers?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Breakfast Bite
Balanced breakfast meals are made into bite-sized format for convenience
Trend - CPG brands are offering more balanced versions of bite-sized breakfast foods. These breakfast bites replicate the nutritional value of full breakfasts through complex ingredient lists. These are intended to save time for consumers without compromising on health or flavor.

Insight - Most health-conscious consumers recognize the importance of a healthy breakfast in contributing to day-to-day energy levels. However, not all individuals have the luxury of time to prepare these balanced meals, leading to many defaulting to purchasing quick fast food breakfasts, or simply skipping breakfast altogether. CPG brands are recognizing the demand for time-efficient alternatives to breakfast meals, and are in turn downsizing traditional breakfasts into ready-to-eat bite-sized portions.
Workshop Question - How could your brand ensure its products or services integrate seamlessly into consumers' daily lives?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Almond Spread
Food brands are using almonds as a base for cream cheeses for increased protein
Trend - Brands are creating plant-based cream cheese alternatives with almond as the base ingredient. This popular nut is used due to its health benefits. When compared to whole milk products, almond-based alternatives have healthy fats, fibers, more vitamins, and do not lose out on protein.

Insight - In the modern era, it is no longer only vegan or vegetarian consumers who gravitate toward plant-based alternatives. Many health-conscious consumers find that these products have more balanced nutrient lists, enabling them to better fit with these consumers' lifestyles. Brands are recognizing the shift in the market for plant-based products and are now releasing alternatives that advertise nutritional benefits on the label, rather than positioning the product as vegan or vegetarian alternatives to the norm.
Workshop Question - How might your brand expand its consumer base by shifting its marketing strategies, rather than changing its products or services?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Miniature Libation
Compact beverages enable more sampling and sharing among social groups
Trend - Miniature libations let consumers sample multiple drinks on one occasion. This makes the act of drinking and sampling a more social endeavor, as consumers can enjoy beverages in a similar method to a tasting or flight. Additionally, the miniature format is friendlier for those who are sober-curious.

Insight - As with many industries, consumer attitudes toward drinking have shifted away from simple consumption and toward drinking as a hobby. This is due to the rise in self-education and "hobbyism" mid-pandemic. We see consumers focusing more on flavor, form, and experimentation. Consumers are invested in trying wider varieties of beverages to cultivate personal tastes and preferences. Ultimately, this signifies a shift from casual drinking to more intentional, exploratory consumption.
Workshop Question - How can your brand leverage the trend of miniature libations to create a unique social experience that encourages sampling and exploration among consumers?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
RTD Honey
Honey is being used in canned alcoholic beverages as a primary ingredient for flavoring
Trend - New startups are launching alcoholic RTD drinks with honey as the primary ingredient or sweetener. Honey is used due to its unique flavor profile and health benefits over processed sweeteners. These canned drinks boast the convenience of canned drinks and the natural, organic flavors of honey.

Insight - Health-conscious consumers are less likely to purchase canned alcoholic beverages due to high-calorie content, unexciting flavor profiles, and the inclusion of processed ingredients. As such, these consumers are drawn to canned drinks with healthy alternative ingredients and unique flavors that cannot be found in a local bar. Brands are adhering to these desires by taking flavor inspiration from non-alcoholic drinks to use in healthy alcohol-based RTDs.
Workshop Question - How could your brand create products or services that differentiate from competitors by targeting health-conscious consumers?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
AI Dietician
AI startups are launching food-tracking tools with data-driven feedback
Trend - New artificial intelligence (AI)-powered apps that track food intake and offer constructive feedback are launching. These tools simplify calorie tracking by using AI to determine the amount of calories in each meal. The simplicity of these tools is intended to reduce friction in fitness journies.

Insight - Fitness-conscious consumers often adhere to either strict or partially restricted diets. These consumers are aware of their activity levels and strive to balance their diets around their lifestyles. However, the complexity of modern dishes introduces friction in tracking nutrient intake. Brands are recognizing the challenges surrounding accurate diet tracking, and are responding with AI-powered tools that use complex datasets to reduce user effort required to monitor their consumption habits.
Workshop Question - How could your brand utilize artificial intelligence to simplify the usage process of its products or services?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Expanded Palate
Kids' food manufacturers are using globalized recipes to expand palates early
Trend - Kid and baby food manufacturers in North America are expanding recipes to include globalized flavors. These globally-inspired recipes expose youth to more foods and flavors early on, thus expanding their familiar palate. Children raised with expanded palates more often eat healthy, balanced diets.

Insight - Younger generations of parents in North America, namely Millennials and older Gen Z, often grew up in globalized cities with countless options for cultural foods and flavors available to them. These parents want to ensure that their children not only adopt healthy diets, but are also able to enjoy the same, if not more, varieties of foods than they have. Brands are recognizing the value of expanding the palate of children early, and are launching globally-inspired kids' meals as a response.
Workshop Question - How can your brand incorporate globalized flavors into its products to provide a more diverse range of options?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends