Nitrogen-infused beverages become the primary selling point at bars and cafes
Trend - Nitrogen-infused food and beverage items are now being marketed as central aspects of new establishments popping up globally. The use of nitrogen as a replacement for standard carbonation offers a quick fix for food brands looking to position themselves in a more upscale market.
Insight - While some consumers are required to or feel comfortable maintaining the same routine, adventurous foodies seek opportunities to inject their day with a sense of exploration. With this, unique ingredients and formats layered into familiar products find a balance of fitting into already formed habits, and offer consumers an opportunity for self-fulfillment through exploration.
Insight - While some consumers are required to or feel comfortable maintaining the same routine, adventurous foodies seek opportunities to inject their day with a sense of exploration. With this, unique ingredients and formats layered into familiar products find a balance of fitting into already formed habits, and offer consumers an opportunity for self-fulfillment through exploration.
Workshop Question - How can your brand adjust its marketing or processes in a way that is simple, but that boosts the luxury marketability of its products/services?
Trend Themes
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Nitrogen-infused Beverages — The trend of nitrogen-infused beverages is growing rapidly, as it offers a premium alternative to the standard carbonation and opens up new potential markets for food brands.
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Mobile Espresso Bars and Carts — The popularity of mobile espresso bars and carts is rising due to the value of engagement and interaction that it brings in events, ultimately providing a unique customer experience that is not usually offered in traditional coffee shops.
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Fashion and Food Partnerships — Fashion houses partnering with food and beverage businesses to create exclusive menus and pop-up activations is an effective marketing strategy that provides a distinct selling advantage, as well as further engagement with target audiences.
Industry Implications
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Food and Beverage Industry — The food and beverage industry is the main beneficiary of trends such as nitrogen-infused beverages, as it offers a new potential market to target and provides innovative products to be created.
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Event Management Industry — The event management industry can benefit from the trend of mobile espresso bars and carts as these mobile setups can provide a unique interactive experience to event attendees, therefore making the event more engaging.
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Fashion Industry — The fashion industry can benefit from partnerships with food and beverage businesses that offer distinct menus and pop-up activations, as it would provide a comprehensive lifestyle experience for their target customers.
