Health-focused initiatives appear through culinary-sport collaborations
Trend - Sports brands, like stadiums, partner with culinary companies to promote consumer health and sustainability. Leveraging the mass audiences that are sports fans, culinary companies take a stance to promote healthy eating and sustainable practices through mass marketing.
Insight - Over the last few years, consumers have paid particular attention to their diet, striving to live healthier lifestyles in order to be happier and feel more energized. This has led many to be increasingly careful about what they consume, especially when they are on-the-go as consumers find it difficult to be as health-conscious about their diet in such environments. As a result, consumers place emphasis on continuing their health streak during outside activities as best as they can.
Insight - Over the last few years, consumers have paid particular attention to their diet, striving to live healthier lifestyles in order to be happier and feel more energized. This has led many to be increasingly careful about what they consume, especially when they are on-the-go as consumers find it difficult to be as health-conscious about their diet in such environments. As a result, consumers place emphasis on continuing their health streak during outside activities as best as they can.
Workshop Question - What is a non-traditional company or industry your brand could partner with?
Trend Themes
1. Healthy and Sustainable Initiatives in Sports Events - Sports brands and culinary companies collaborate to promote consumer health and sustainability through mass marketing, leading to opportunities for zero-waste initiatives in sports events.
2. Diet-specific Cafes and Healthy Restaurant Options - Consumers' growing attention to their diet promotes the rise of diet-specific cafes like the Freestyle Cafe, giving rise to an opportunity for offering healthy food options in places where they are not expected, such as stadiums.
3. Reducing Food Waste and Repurposing Unused Food - Large scale food waste generates the recycling and repurposing of unused ingredients, creating opportunities for companies like Hellmann's to partner with sports stadiums and grocery stores as a sustainable solution to donate and repurpose uneaten food scraps.
Industry Implications
1. Hospitality - The hospitality industry has opportunities to adopt zero-waste initiatives, food waste recycling, and repurposing unused food to reduce their environmental footprint.
2. Sports - The sports industry can follow the trend of promoting healthy eating and sustainability through partnering with culinary companies, supporting diet-specific cafes, and promoting fan culture to connect food and sports.
3. Food and Beverage - The growing demand for healthy, sustainable food options in different environments such as stadiums and sports events presents a significant opportunity for the food and beverage industry to expand their services.
