Category
Lifestyle
Assisted Choices
Trend cluster
Category
Americana
Comfort
PB&J sandwich-inspired food and drinks recall the simplicity of childhood.
3.1
Trend score
Trend
What is the Americana Comfort trend?
Americana Comfort: As consumers continue to experiment with reimagined takes on iconic flavor pairings, many are pursuing the memory of simpler times with new food experiences created to capture the essence of enjoying a classic peanut butter and jelly sandwich. This shift highlights the contemporary pattern of specific comfort foods being adapted into standalone flavor experiences, and more specifically, conveys the desire of millennials to escape the responsibilities of "adulting," even momentarily, through familiar food and beverage experiences.
Trend themes
Themes within the Americana Comfort trend
Three behaviours holding the trend together01
Nostalgic Flavors
Consumers pursue the memory of simpler times with new food experiences created to capture the essence of enjoying classic flavors such as PB&J.
02
Comfort Foods
Adapting specific comfort foods into standalone flavor experiences is a contemporary pattern that consumers seek out to escape the responsibilities of "adulting."
03
Indulgent Healthy Snacks
The desire for indulgent snacks that are healthy is evident in the rise of nut butter bites, granola bowls and snack clusters loaded with nourishing ingredients.
Industry implications
What the Americana Comfort trend means for industry
Where the trend changes the playbookFor
Food and Beverage Industry
The food and beverage industry can capitalize on creating more nostalgic comfort foods that provide indulgence and healthy options.
For
Retail Industry
The retail industry can create new product lines that appeal to the desire of consumers for more nostalgic and comforting flavors.
For
Alcohol Industry
The alcohol industry can create spirits that reinvent popular flavors of iconic sandwiches to create a nostalgic experience for the consumer.
Workshop question
What "feel good" elements of your product can be played up to connect with customers on a level that feels nostalgic and familiar?
Trend signals
Trend signals for Americana Comfort
Trend score 3.1 out of 10, from popularity 42%, activity 41%, freshness 8%.
Popularity42%
Activity41%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Americana Comfort trend
7 featured examples from Apr 4, 2017 to Jul 10, 2018CategoryLifestyle
On-the-Go Granola Bowls
Rush Bowls Assembles Nutritious Fruit Bowls for Any Time of the Day
Fast casual dining chains can capitalize on the trend of serving nutrient-dense bowls, providing a convenient and healthy option for customers.
CategoryLifestyle
Sandwich-Inspired Cookies
The New PB&J Oreos Turn a Childhood Staple into a Tasty Snack Food
Snack brands can capitalize on the trend of sandwich-inspired snacks, limited-edition treats, and unexpected flavors to create novel and exciting products that appeal to a variety…
CategoryLifestyle
Americana Chocolate Sets
Stateside Treat Emporium's American Chocolates Embrace Classic Flavors
Opportunity for companies in the food and beverage industry to create and sell unique and creative chocolate flavors.
CategoryLifestyle
Sealed Crustless Sandwiches
Smucker's Uncrustables Are Sealed Sandwiches Loaded With Filling
Disruptive opportunity: Introduce automated production systems for sealed-crustless sandwiches to streamline manufacturing processes.
CategoryLifestyle
Fruit-Filled Nut Butter Bites
Skippy's P.B. Fruit Bites are Dried Fruits Encased in Peanut Butter
Opportunity for snack food companies to introduce fruit-filled snacks and alternative nut butter products to cater to health-conscious consumers seeking convenient options.
CategoryLifestyle
Sandwich-Inspired Spirits
Master of Malt's Peanut Butter & Jam Old Fashioned is a Nostalgic Spirit
The ready-to-drink beverage industry can explore new avenues by incorporating unique flavors and conceptualizing creative RTD cocktails like Master of Malt's 'Peanut Butter & Jam…
CategoryLifestyle
Sandwich-Inspired Snack Clusters
Theo Launched Peanut Butter and Jelly Chocolate Clusters
Opportunity to innovate and create unique snacking experiences with new and nostalgic flavor combinations and functional ingredients.
