Category
Lifestyle
Assisted Choices
Trend cluster
Category
Co-Branded
Consumption
Food brands collaborate and co-sign on various products.
3.4
Trend score
Trend
What is the Co-Branded Consumption trend?
Co-Branded Consumption: Foods brands can more frequently be seen collaborating with one another in the products they offer, with everything from grocery store products to menu items featuring branded co-signs. The shift to collaboration between recognizable food brands serves to re-engage consumers who may be less inclined to remain engaged by brand loyalty and familiarity alone.
Trend themes
Themes within the Co-Branded Consumption trend
Three behaviours holding the trend together01
Co-Branded Food Products
Collaborations between recognizable food brands serve to re-engage consumers who may be less inclined to remain engaged by brand loyalty and familiarity alone.
02
Spicy Flavors in Fast Food
There is a growing demand for hotter and more flavorful options at fast food chains.
03
Co-Branded Desserts
Hybrid desserts and snacks are becoming increasingly popular, often with leading brands joining forces to create unique and indulgent product offerings.
Industry implications
What the Co-Branded Consumption trend means for industry
Where the trend changes the playbookFor
Fast Food Industry
Fast food chains can capitalize on the trend of co-branded spicy foods by creating unique and flavorful new menu items.
For
Snack Food Industry
The snack food industry can benefit from the trend of co-branded dessert offerings by partnering with leading dessert brands to create new hybrid products.
For
Ice Cream Industry
Ice cream brands can expand their product offerings by collaborating with coffee brands to create new coffee-flavored ice cream products.
Workshop question
Conceptualize a collaborative product/service your brand could create with a business in a similar industry to yours.
Trend signals
Trend signals for Co-Branded Consumption
Trend score 3.4 out of 10, from popularity 49%, activity 45%, freshness 8%.
Popularity49%
Activity45%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Co-Branded Consumption trend
8 featured examples from Jun 2, 2016 to Apr 18, 2018CategoryLifestyle
Cinnamon Roll-Flavored Popcorn
This Co-Branded Snack Food Tastes Like Sweet Breakfast Pastries
Innovation in the snack industry presents an opportunity for companies to position themselves as unique and exciting options in a competitive market.
CategoryLifestyle
Hot Sauce-Themed Menus
Krystal's New Fired-Up Menu Features Tabasco-Infused Dishes
The fast food industry can stay competitive by innovating with new, spicy menu items and co-branded food products.
CategoryLifestyle
Cheese-Dusted Chicken Fries
Burger King's New Cheetos Chicken Fries are a Hybrid Side Dish
Fast food chains like Burger King are constantly seeking disruptive innovations to attract customers and stay ahead in the competitive industry.
CategoryLifestyle
Co-Branded Coffee Ice Creams
Dunkin' Donuts and Baskin Robbins Collaborated on a Frozen Treat Line
Opportunity for dairy companies to leverage the popularity of coffee-flavored frozen treats to expand their product lines.
CategoryLifestyle
Co-Branded Soft Serve Treats
Carvel's New Ice Cream Line-Up is Made with Ghirardelli Chocolate
The food and beverage industry can explore new collaborations and product lines to appeal to consumers' taste preferences and differentiate from competitors.
CategoryLifestyle
Co-Branded Coffee Breakfast Tarts
Pop-Tarts' Dunkin' Donuts Tarts Come In Limited Edition Flavors
Companies can explore partnership opportunities within the food and beverage industry to create new and exciting products.
CategoryLifestyle
Hot Sauce-Flavored Dips
The New Heluva Good! Dip is Made with Tabasco Sauce
The food and beverage industry can take advantage of the trend towards exotic flavor combinations by developing new products that appeal to adventurous taste buds.
CategoryLifestyle
Co-Branded Spicy Chicken Sandwiches
Wayback Burgers' New Sandwich Features Frank's RedHot Sauce
The fast food industry can capitalize on the increasing demand for spicy options by collaborating with popular sauce brands, like Frank's RedHot, to create new and exciting menu i…
