Category
Lifestyle
Assisted Choices
Trend cluster
Category
Culinary
Sporting
Health-focused initiatives appear through culinary-sport collaborations.
3.9
Trend score
Trend
What is the Culinary Sporting trend?
Culinary Sporting: 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
The consumer insight behind the Culinary Sporting trend
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.
Trend themes
Themes within the Culinary Sporting trend
Three behaviours holding the trend together01
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.
02
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.
03
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
What the Culinary Sporting trend means for industry
Where the trend changes the playbookFor
Hospitality
The hospitality industry has opportunities to adopt zero-waste initiatives, food waste recycling, and repurposing unused food to reduce their environmental footprint.
For
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.
For
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.
Workshop question
What is a non-traditional company or industry your brand could partner with?
Trend signals
Trend signals for Culinary Sporting
Trend score 3.9 out of 10, from popularity 67%, activity 41%, freshness 8%.
Popularity67%
Activity41%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Culinary Sporting trend
4 featured examples from Jan 30 to Nov 12, 2018CategoryBusiness
Diet-Specific Cafés
The 'Freestyle Café' in Brooklyn is Weight Watchers' First-Ever Café
Restaurants can adapt to the trend of diet-specific cafés by incorporating healthier menu options and providing nutritional information.
CategoryEco
Repurposed Stadium Food
Hellmann's Diverted Grocery Store Food Waste to Feed an Entire Stadium
The food and beverage industry can find opportunities in repurposing ingredients to create sustainable and zero-waste products.
CategoryLifestyle
Sports-Centric Food Partnerships
Sobeys and MLSE Perfectly Fuse Sports and Food Culture Together
Food retailers can partner with sports teams and athletes to create unique food experiences that elevate their brand and engage with fans on a deeper level.
CategoryEco
Zero-Waste Sporting Events
The First Zero-Waste Super Bowl is Set to Occur in a Minnesota Arena
The zero-waste events trend presents opportunities for waste management companies to provide sustainable waste disposal solutions and recycling services for large-scale events.
