Category
Art & Design
Oven Aesthetics
Trend cluster
Category
Regional
Americana
Brands showcase American pride by representing individual state identities.
1.8
Trend score
Trend
What is the Regional Americana trend?
Regional Americana: Rather than simply celebrating America by using its flag, brands are becoming more specific in their approach to representing the various aspects of American identity. Many are doing this by offering products that reference individual states, rather than America as a whole. This increased personalization recognizes the distinct cultural identities across the country, and creates a more emotive connection between the brand and the consumer.
Trend themes
Themes within the Regional Americana trend
Three behaviours holding the trend together01
Regionalism
Brands are personalizing their approach by offering products that reference individual states, rather than America as a whole, recognizing the distinct cultural identities across the country.
02
State-Themed Products
Businesses are creating products that capture the distinct features associated with each American state to appeal to local patriotism.
03
Localism
There has been an increased demand for regional flavors and exclusive ingredients, and locally sourced food and handmade products from small businesses are being offered to interested consumers.
Industry implications
What the Regional Americana trend means for industry
Where the trend changes the playbookFor
Food & Beverages
Brands and services are offering state-themed food and drinks, and subscription boxes that feature locally sourced food and exclusive ingredients.
For
Home Goods
Home goods brands are creating products, such as essential oil blends and aromatic room sprays, that capture the essence of different parts of California, as well as motifs from iconic city skylines and landmarks.
For
Tourism & Hospitality
Businesses are emphasizing the ties each flavor and concept has to a specific state in America, promoting destinations across Florida, New York, Georgia, Hawaii, California, Texas, and Tennessee, and working to provide consumers more knowledge on what makes the individual states in their vast country distinct.
Workshop question
How can your brand cater to the distinct cultural identities its consumers align with?
Trend signals
Trend signals for Regional Americana
Trend score 1.8 out of 10, from popularity 24%, activity 22%, freshness 8%.
Popularity24%
Activity22%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Evidence
Examples of the Regional Americana trend
4 featured examples from Apr 29, 2016 to Aug 16, 2017CategoryLifestyle
Americana Chocolate Bars
Hershey's 'Flavors of America' Themed Chocolate Bars Celebrate the States
Develop new products or flavors to capture regional or seasonal tastes, such as the Americana Chocolate Bars, to increase market share and generate high sales.
CategoryLifestyle
America-Themed Burger Menus
The Great Tastes of America Menu Features Iconic American Ingredients
Fast-food chains are constantly innovating their menus to stay ahead in a highly competitive market.
CategoryArt & Design
State-Inspired Diffuser Scents
Norden's Essential Oil Blends Capture the Essence of California
Disruptive innovation opportunity: Integrating state-inspired diffuser scents into a range of home products for a more immersive sensory experience.
CategoryLifestyle
American State-Themed Subscription Boxes
State Crate Seeks to Offer Consumers Food from Each State
Subscription box services have the potential to tap into the growing consumer interest in exploring different cultures and trying unique products.
