# Activated Supermarket Brands host immersive product launches in supermarket settings. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Mar 31, 2016 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/activated-supermarket ## Key Figures - Trend score: 5.5/10 - Evidence articles: 5 ## What is the Activated Supermarket trend? **Activated Supermarket:** As brands work to build themselves into the daily routines of consumers, many are engaging in experiential retail product launches in traditional supermarket settings. Engaging consumers directly by offering samples that highlight best uses, such instances of in-store retail activations serve as key brand touchpoints that can help consumers select one brand over another and speak to the ability of experiential marketing to cut through traditional ad clutter. This shift reveals the need for brands to introduce the lifestyle vision of a product or service to consumers in order for them to view the benefits in relation to themselves. ## At a Glance - Evidence: 5 featured examples - Articles from: Mar 7 to Nov 16, 2016 - Published: Mar 31, 2016 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Activated Supermarket trend ### Experiential Retail Product Launches As brands work to build themselves into the daily routines of consumers, many are engaging in experiential retail product launches in traditional supermarket settings. ### In-Store Brand Activations Many brands are emerging with embedded activations that engage consumers in the space they find themselves regularly. ### Immersive In-Store Bar Experiences Craft breweries are setting up pop-up beer tastings in supermarkets across the UK, giving customers a unique way to make grocery shopping a bit more fun. ## What the Activated Supermarket trend means for industry ### For Retail Experiential retail product launches serve as key brand touchpoints at traditional supermarket settings. ### For Food and Beverage Supermarkets and juice bars are using immersive and customization strategies to engage health-conscious customers and promote their products. ### For Hospitality Craft breweries are offering immersive and unique in-store bar experiences in supermarkets, as a way to promote their brand and engage customers. ## Workshop question How could you better showcase how your products fit into the everyday life of consumers? ## Trend signals for Activated Supermarket Trend score 5.5 out of 10, from popularity 76%, activity 81%, freshness 8%. - Popularity: 76% - Activity: 81% - Freshness: 8% ## Examples of the Activated Supermarket trend 5 featured examples from Mar 7 to Nov 16, 2016. - [Temporary Supermarket Bars](https://www.trendhunter.com/trends/popup-beer-tastings): Goose Island Beer Co. Will Set Up Pop-up Beer Tastings in Tesco Stores (Category: Marketing) Implication: Supermarkets can benefit from incorporating experiential activations to attract and engage customers. - [Freshness-Focused Juice Kiosks](https://www.trendhunter.com/trends/freshop): Freshop Juice Bar's Branding and Signage Celebrate Raw Ingredients (Category: Marketing) Implication: As consumers continue to seek out healthier options, the food and beverage industry should consider incorporating natural ingredients and customizable menu options into their offe… - [Branded Traveling Market Tours](https://www.trendhunter.com/trends/innocent-brand-activation): This Innocent Brand Activation Featured a Three-City Tour (Category: Marketing) Implication: By creating unique, immersive brand experiences through mobile markets, companies in the beverage industry can increase brand loyalty and awareness. - [Mix-and-Match Cereal Tastings](https://www.trendhunter.com/trends/nestle-cereals): Nestle Cereals Has Launched a Mix and Match Breakfast Kiosk (Category: Marketing) Implication: Food and beverage companies can implement mix-and-match samplings to increase product awareness and customer loyalty. - [In-Store Flower Trucks](https://www.trendhunter.com/trends/flower-truck): Fendi's Ginza Boutique Features a Truck Kiosk That Sells Bouquets (Category: Luxury) Implication: Luxury retailers can leverage unconventional displays of products within their boutiques to enhance the overall shopping experience and cater to customers who are willing to pay p… ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)