Food brands offer munchie-inspired snacks for consumers
Implications - With cannabis culture in North America now being more accepted in the "mainstream", brands are offering "munchies" that are marketed to people who have marijuana-infused food cravings. These products reveal how brands are able to leverage strategic, subculture-based marketing to offer products that are non-essential, but play on consumers' desire for specially curated products or experiences.
Workshop Question - How could your brand market to a more niche subculture?
Trend Themes
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Cannabis Culture — As cannabis culture continues to become more accepted in mainstream society, brands are offering products that are marketed to people who crave munchies. This trend reveals how brands are able to leverage strategic, subculture-based marketing to offer products that cater to niche audiences.
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Fast Food Innovation — Fast-food chains are disrupting traditional menus by introducing new, innovative menu items that cater to the late-night, non-essential market. This trend exemplifies how fast food chains can think creatively about menu offerings to attract customers and distinguish themselves from competitors.
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Celebratory Snacking — Restaurants and food delivery companies are creating limited-edition snack kits to celebrate special occasions or cultural events such as 4/20 day. This trend allows consumer brands to tap into cultural conversations and create a sense of community around food and its social significance.
Industry Implications
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Food and Beverage Industry — As the legal landscape around cannabis changes, the food and beverage industry has an opportunity to expand product offerings to cater to consumers who enjoy cannabis-infused products.
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Fast Food Industry — Fast food chains can capitalize on the 'late night munchies' market by innovating menus to appeal to this specific demographic of consumers.
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Celebratory Merchandising Industry — Brands can generate buzz and excitement by creating limited-time merchandise or snack kits that celebrate niche cultural events or holidays.
