Category
Lifestyle
Assisted Choices
Trend cluster
Category
Confectionery
Brew
Beers are enhanced via the infusion of flavors from popular desserts.
2.7
Trend score
Trend
What is the Confectionery Brew trend?
Confectionery Brew: The continued popularity of craft beer culture has led to a rise in brews that adopt and promote dessert-like flavors. The combination of traditional desserts with craft brews is able to cater to the urban consumer with "foodie" proclivities, while also offering mass-market appeal due to the added novelty factor.
Trend themes
Themes within the Confectionery Brew trend
Three behaviours holding the trend together01
Dessert-inspired flavors
Craft beer infused with sweet and fruity dessert flavors like Oreo, Strawberry Rhubarb, and Apple Pie are gaining popularity in the urban market, opening up opportunities for more experimentation and creativity in brewing recipes.
02
Indulgent beer experiences
Decadent dessert beers, characterized by rich, full-bodied flavors that offer a savoring experience, are being embraced by beer enthusiasts, indicating the opportunity for breweries to create unique, luxury beer products.
03
Novelty flavors
Beer products infused with familiar childhood flavors like Peach, Vanilla, and Citrus or inspired by popsicles are creating a sense of nostalgia and adventure among consumers, potentially opening up a new market for unique and playful beer experiences.
Industry implications
What the Confectionery Brew trend means for industry
Where the trend changes the playbookFor
Food and Beverage
Craft beer infused with dessert flavors is at the forefront of the food and beverage industry, as breweries experiment with recipe innovation and cater to the growing demand for flavor experimentation among urban consumers.
For
Alcohol
Decadent dessert beers and innovative beer experiences show the potential for renewed interest and growth in the alcohol industry as consumers seek out unique and luxury products that cater to a more adventurous palate.
For
Marketing
Focusing on novel and playful flavors that evoke a sense of nostalgia is a tactic that has shown growth and success in the marketing industry, as these products appeal to the growing consumer desire for nostalgic experiences and unique and playful products.
Workshop question
How could your brand combine familiarity with novelty?
Trend signals
Trend signals for Confectionery Brew
Trend score 2.7 out of 10, from popularity 34%, activity 39%, freshness 8%.
Popularity34%
Activity39%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Confectionery Brew trend
4 featured examples from Jan 29, 2017 to May 9, 2018CategoryLifestyle
Decadent Dessert Beers
The Southern Trail 'Thick Mint' Chocolate Mint Stout is a Rich Libation
Breweries can capitalize on the trend of dessert beers to stand out and attract more customers.
CategoryLifestyle
Popsicle-Inspired Beers
The Temescal Brewing Push Pop IPA is Infused with Tasty Flavorings
Craft breweries can differentiate themselves in a crowded market by experimenting with unique flavor combinations and leveraging eye-catching branding.
CategoryLifestyle
Dessert Cookie Beers
The Veil Brewing Hornswoggler Chocolate Milk Stout is Infused with Oreos
The craft beer industry can capitalize on the trend of infusing popular desserts into beers, offering unique and innovative products to beer enthusiasts.
CategoryLifestyle
Fruity Homespun Beers
Not Your Mom's Artisanal Brews Celebrate Comforting Summer Flavors
Craft breweries can explore the fruit-infused beer trend to appeal to a broader consumer base and stand out in the competitive craft beer industry.
