Category
Lifestyle
Assisted Choices
Trend cluster
Category
Branded
Competition
Food brands curate in-person competitive experiences.
2.2
Trend score
Trend
What is the Branded Competition trend?
Branded Competition: With cooking competitions on TV being immensely popular, food brands are taking note by curating their own in-person experiences that are based in competitive cooking or baking. These experiences play on the popularity of food-related entertainment.
Insight
The consumer insight behind the Branded Competition trend
When it comes to engaging with brands, young consumers in particular prioritize experience and social media shareability. These demographics prefer authentic brand messaging and interactions because that's what they've become accustomed to on social media, and seek out brands that cater to their more playful preferences.
Trend themes
Themes within the Branded Competition trend
Three behaviours holding the trend together01
Branded Cooking Competitions
Food brands curate in-person competitive experiences based on cooking and baking competitions.
02
Social Media Shareability
Young consumers prioritize experience and social media sharability when engaging with brands.
03
Authentic Brand Messaging
Demographics seek out authentic interactions with brands and messages.
Industry implications
What the Branded Competition trend means for industry
Where the trend changes the playbookFor
Food and Beverage Industry
Opportunities around branded cooking competitions and products for young consumers.
For
Travel and Hospitality Industry
Creating highly shareable experiences for young audiences and social media friendly content, such as food cruises.
For
Gaming Industry
Collaborating with other popular or nostalgic games to increase sales or offers, such as Jump Force and Cup Noodles contest.
Workshop question
Conceptualize a competitive consumer experience that your brand could curate.
Trend signals
Trend signals for Branded Competition
Trend score 2.2 out of 10, from popularity 31%, activity 27%, freshness 8%.
Popularity31%
Activity27%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Branded Competition trend
5 featured examples from Aug 18, 2016 to Jan 18, 2019CategoryMarketing
Single-Day Pop-Up Bakeries
Strongbow Dark Fruit Honours Its Fans in Manchester with a Tasty Treat
Chance for food and beverage brands to collaborate with popular shops and offer unique, infused treats to attract customers.
CategoryPop Culture
Cereal Brand Baking Competitions
Kellogg’s Just Hosted Its First-Ever Holiday Baking Challenge
The food and beverage industry can capitalize on using cereals as versatile ingredients and explore collaboration opportunities with cereal brands for mutually rewarding contests.
CategoryMarketing
Ramen Noodle Brand Getaways
Cup Noodles' 'Jump to Japan Sweepstakes' is Sending Two Fans to Tokyo
Food brands will use sweepstakes as a new way to drive sales and engagement with their products.
CategoryLifestyle
At-Sea Cooking Competitions
Carnival Cruises Created the World's Largest Cheeseburger at Sea
Cruise lines can benefit from creating unique food competitions and partnering with well-known brands to target younger customers and create social media buzz.
CategoryMarketing
Rice-Oriented Cooking Contests
The 'Rice to the Occasion' Contest Involves Minute Rice Recipes
Opportunity for food and beverage companies to leverage recipe contests to increase brand awareness and engage with consumers.
