Category
Lifestyle
Assisted Choices
Trend cluster
Category
Branded
Hosting
Brands help consumers along in the process of hosting.
3.8
Trend score
Trend
What is the Branded Hosting trend?
Branded Hosting: Brands that are often paired with socialization and entertainment are now helping consumers use their products to create in-home hosting experiences in a post-pandemic world. Examples in this space include backyard parties made in collaboration with drink brands, and streaming sites that have partnered with alcohol brands.
Insight
The consumer insight behind the Branded Hosting trend
As North American consumers enter unfamiliar territory where they're having to re-enter public spheres in a post-pandemic world, they're increasingly turning to brands that help this process along. Whether it's in socialization or health maintenance, consumers are relying on brands for their post-pandemic lives.
Trend themes
Themes within the Branded Hosting trend
Three behaviours holding the trend together01
In-Home Hosting Experiences
Brands are helping consumers use their products to create in-home hosting experiences in a post-pandemic world.
02
Low/No Alcohol Libations
Growing consumer desires for low alcohol and alcohol-free libations are leading to virtual Aperitivo events and product launches with major brands like Peroni.
03
At-Home Entertaining Partnerships
Partnerships are forming to suggest ways how entertaining experiences at home can be elevated with unique pairings.
Industry implications
What the Branded Hosting trend means for industry
Where the trend changes the playbookFor
Food & Beverage
Brands are offering low/no alcohol libations, and hosting virtual events focused on pairing food and drinks.
For
Home Decor & Design
Tablescape and home hosting kits are being offered as a complete party solution with all design and decor included.
For
Entertainment
Partnerships are forming to elevate the at-home entertainment experience with unique pairings such as cocktails designed for specific television shows.
Workshop question
How is your brand helping customers adjust to post-pandemic lifestyles?
Trend signals
Trend signals for Branded Hosting
Trend score 3.8 out of 10, from popularity 58%, activity 43%, freshness 13%.
Popularity58%
Activity43%
Freshness13%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Branded Hosting trend
6 featured examples from Feb 10, 2021 to Nov 1, 2022CategoryLifestyle
At-Home Entertaining Partnerships
HBO MAX x Moët Hennessy Elevate Entertaining Experiences at Home
Streaming services can partner with luxury brands to provide suggestions for at-home entertainment pairings and enhance the overall viewing experience.
CategoryArt & Design
Summer Tablescape Kits
Tablescape Kits Help Host the Perfect Summer Dinner Party
Tablescaping kits present an opportunity for party supply companies to offer all-in-one party packages, making at-home entertaining more accessible and convenient for customers.
CategoryLifestyle
Virtual Aperitivo Events
The Peroni Libera 0.0% Launch Event was Hosted by Chef Rob Rossi
Companies can capitalize on the demand for unique food and beverage Pairings that can be experienced at home through virtual events and tutorials.
CategoryMarketing
Friendsgiving Hosting Kits
Wasa's Kits Feature Athleisure Outfits for Low-Key Get-Togethers
Companies in the apparel and fashion industry can explore the trend of athleisure hosting kits and create customizable outfits to suit any occasion.
CategoryLifestyle
Backyard Seltzer Gardens
PRESS & Emily Henderson are Turning Backyards into Refreshing Escapes
The increasing demand for hard seltzers and craft versions of the beverage creates opportunities for innovation in flavors, marketing, and production methods.
CategoryLifestyle
Home Entertaining Video Series
Black Southern Belle Launched a Series of Entertaining Tips
Opportunity to create culturally-based food and drink products or services for at-home entertaining.
