Brands both within and outside the food industry release their own cookbooks
Trend - The interactive nature of the cookbook has led to companies branching out and releasing their own, all of which are based on the products they already offer. This distinct marketing tactic allows for brands to showcase the diversity of their product range, while offering consumers a collector's item that keeps the brand top of mind.
Insight - Many consumers today are discovering a newfound love of cooking out of necessity (brought on by COVID-19) or as a result of cooking personalities becoming more popular among younger generations like Millennials and Gen Z. Despite a massive amount of freely available recipes available online, consumers in these demographics are still attracted to the curation aspect of cookbooks.
Insight - Many consumers today are discovering a newfound love of cooking out of necessity (brought on by COVID-19) or as a result of cooking personalities becoming more popular among younger generations like Millennials and Gen Z. Despite a massive amount of freely available recipes available online, consumers in these demographics are still attracted to the curation aspect of cookbooks.
Workshop Question - Conceptualize an interactive book that your brand could use as a promotional tool.
Trend Themes
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Branded Cookbooks — Creating a cookbook based on products offered by a brand is an interactive and distinct marketing tactic to showcase their product range while offering consumers a collectors item that keeps the brand top of mind.
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Healthy, Plant-based Eating — Plant-based eating is a trend in the food industry that has gained traction among consumers, as a new cookbook focused on healthy meals with almost all of the recipes being plant-based offers businesses the opportunity to market and promote healthy eating.
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Personalized Recipes — Personalized recipes with unique, interactive, and easy-to-follow features, like IKEA's cookable paper posters, are increasingly popular, and businesses can take advantage of the trend to provide customers with step-by-step cooking instructions.
Industry Implications
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Food & Beverages — These trends are most relevant to the food and beverages industry, as they pertain to branded recipes, healthy eating habits, and personalized recipes.
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Retail & Consumer Goods — Retail and consumer goods businesses can benefit from these trends by offering branded products, such as cookbooks, and personalized recipes, along with their core products.
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Marketing & Advertising — Marketers and advertisers can use branded cookbooks or cookable posters as marketing tactics to advertise their products and promote healthy eating habits, aligned with consumers' lifestyles and preferences.
