Category
Lifestyle
Functional Indulgence
Trend cluster
Category
Branded
Cookbook
Brands both within and outside the food industry release their own cookbooks.
3.6
Trend score
Trend
What is the Branded Cookbook trend?
Branded Cookbook: 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
The consumer insight behind the Branded Cookbook trend
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.
Trend themes
Themes within the Branded Cookbook trend
Three behaviours holding the trend together01
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.
02
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.
03
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
What the Branded Cookbook trend means for industry
Where the trend changes the playbookFor
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.
For
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.
For
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.
Workshop question
Conceptualize an interactive book that your brand could use as a promotional tool.
Trend signals
Trend signals for Branded Cookbook
Trend score 3.6 out of 10, from popularity 54%, activity 46%, freshness 8%.
Popularity54%
Activity46%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Branded Cookbook trend
4 featured examples from Jun 15, 2017 to Oct 19, 2018CategoryLifestyle
Adaptogenic Cafe Cookbooks
The Moon Juice Cookbook Features 75 Recipes for Healing Food and Drink
Cafes can capitalize on the trend by incorporating adaptogenic ingredients into their menu offerings, attracting health-conscious customers.
CategoryMarketing
Cookable Recipe Posters
These Recipes from IKEA are Printed on Parchment Paper for Easy Cooking
Creating a new line of cookable paper posters is a disruptive innovation opportunity for printing and publishing industries.
CategoryLifestyle
Grocery Store-Branded Cookbooks
The New Whole Foods Cookbook Will Feature 120 Plant-Based Recipes
The food retail industry can capitalize on the trend by offering branded cookbooks and incorporating select recipes into their hot bar and salad bar offerings.
CategoryLifestyle
Peanut Butter Cup Cookbooks
The 'Reese's Recipes' Cookbook is Filled with Chocolate Treats
The food and beverage industry can tap into the chocolate-peanut butter fusion trend and create innovative desserts and snacks that appeal to nostalgic customers.
