Category
Lifestyle
Assisted Choices
Trend cluster
Category
Culinary
Community
Brands engage consumers with recipe-driven social campaigns.
2.9
Trend score
Trend
What is the Culinary Community trend?
Culinary Community: In an effort to showcase the multifaceted uses for conventionally indulgent food products, brands are encouraging the modification of such items into everyday, health-conscious recipes. By inviting consumers to share their own versions of such recipes, brands are able to showcase the real ways in which other consumers are engaging with the product in a healthy way, putting the voice of the consumer front-and-center in terms of branding.
Trend themes
Themes within the Culinary Community trend
Three behaviours holding the trend together01
Modified Recipe Campaigns
Encourage consumers to modify indulgent food products into everyday, health-conscious recipes through social campaigns such as Hellmann's ReciTweet and McCain's #MODIFRY.
02
Infographic Recipe Campaigns
Brands like Knorr transform handwritten family recipes into beautifully designed infographics to create shareable content and showcase their products using social media.
03
Meal Kit Delivery Services
Companies such as The New York Times are teaming up with chefs and food journalists to offer healthy meal kits, responding to a growing demand for convenient meal prep solutions.
Industry implications
What the Culinary Community trend means for industry
Where the trend changes the playbookFor
Food and Consumer Goods
Industries such as the food and consumer goods ones can innovate by engaging the community and their brand's consumers to incorporate their products into everyday practices and choices.
For
Technology and DIY
Remixing DIY culture for the food industry, brands like Brit + Co and Hellmann's use technology such as social media platforms to encourage personalized and creative serving and consumption of food.
For
Media and Journalism
The meal kit delivery industry can disrupt and innovate the traditional media value chain by tapping into the vast knowledge of food journalists and sourcing content from their archives.
Workshop question
What can you do to put the voice of the consumer front-and-center in your branding?
Trend signals
Trend signals for Culinary Community
Trend score 2.9 out of 10, from popularity 45%, activity 35%, freshness 8%.
Popularity45%
Activity35%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
South America
Evidence
Examples of the Culinary Community trend
6 featured examples from Jun 23, 2014 to Dec 24, 2016CategoryLifestyle
Personalized Recipe Campaigns
Hellmann's Brasil Finds Recipes Based on What's in Your Fridge
The food and beverage industry has an opportunity to leverage personalized recipe campaigns to engage consumers and promote their products.
CategoryMarketing
Modified Recipe Campaigns
The McCain #MODIFRY Campaign Encourages You to Get Creative
Food and beverage companies can launch campaigns to promote their convenience foods and create innovative recipe ideas.
CategoryLifestyle
Recipe Infographic Campaigns
Knorr Brazil Will Turn Your Family Recipe Into a Typographic Poster
The success of Knorr Brazil's campaign presents an opportunity for food industry players to expand their market share and engage with consumers through interactive recipe-centered…
CategoryLifestyle
Newspaper-Branded Meal Kits
The New York Times is Teaming Up with Chef'd to Offer New Recipe Kits
Newspapers partnering with meal kit subscription services provide opportunities for publications to offer their readers a new service while generating new revenue streams.
CategoryLifestyle
Potato Chip Cookbooks
The Lay's Wavy Brand and Brit + Co Are Teaming Up with Pinterest
Fast food-based F&B brands can bring innovations to their menu/products with new flavor combinations.
CategoryLifestyle
Festive Leftover Campaigns
Branston's Leftovers Day Campaign Focuses on Flavorful Boxing Day Meals
Opportunity for food brands to develop innovative products and campaigns that promote creative uses of leftovers and reduce food waste.
