Category
Lifestyle
Serial Snacking
Trend cluster
Category
De-Sophistication
More high-end edibles in various industries get more low-brow makeovers.
2.3
Trend score
Trend
What is the De-Sophistication trend?
De-Sophistication: Food and drink choices are considered status items by many, however in today's hyper-public society, anything too ostentatious and opulent can be considered insensitive. As a result, high-end and low-end ideas are converging in the world of cuisine. This makes for an acceptable form of luxury that also opens sophisticated products to a bigger market.
Trend themes
Themes within the De-Sophistication trend
Three behaviours holding the trend together01
De-Sophistication
High-end and low-end ideas are converging to create a form of acceptable luxury that opens sophisticated products to a bigger market.
02
Gourmet convenience
Consumers are seeking gourmet food experiences in more convenient forms, leading to the creation of frozen gourmet meals and packaging.
03
Boozy treats
Alcoholic milkshakes and wine-infused popsicles are becoming popular, creating opportunities for innovation in the dessert and beverage industry.
Industry implications
What the De-Sophistication trend means for industry
Where the trend changes the playbookFor
Food and beverage
The convergence of high-end and low-end ideas is creating opportunities for luxury products to reach a broader market, as well as a rise in gourmet convenience and boozy treats.
For
Packaging
There is an opportunity to create bold and relaxed packaging for gourmet foods that let the product speak for itself, while also creating packaging for convenient gourmet meals.
For
Hospitality
Creative cocktail recipes featuring unique ingredients like drunk gummy bears and edible flowers are becoming more popular, providing opportunities for creative libations in bars and restaurants.
Workshop question
In what ways can your brand maintain elements of sophistication and luxury without excluding certain consumer segments?
Trend signals
Trend signals for De-Sophistication
Trend score 2.3 out of 10, from popularity 31%, activity 29%, freshness 8%.
Popularity31%
Activity29%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the De-Sophistication trend
6 featured examples from Mar 20, 2014 to May 29, 2015CategoryLifestyle
Casual Foie Gras Cans
Uhmm's Gourmet Food Packaging Adopts Bold, Punchy Graphics & Text
Uhmm's innovative approach to foie gras packaging could disrupt the traditional high-end gourmet food industry by introducing a more accessible and approachable product to a wider…
CategoryLifestyle
Floral Riesling Ice Pops
These Refreshing Riesling Popsicles Are Made with Edible Flowers
Innovating in the beverage industry by incorporating edible flowers and creating low-calorie alcoholic drinks.
CategoryLifestyle
Colorful Gummy Sangrias
This Sweet Cinco de Mayo Cocktail Rescipe Uses Drunk Gummy Bear Candies
Opportunity for beverage companies to develop and market innovative ready-to-drink colorful cocktails that cater to consumers seeking visually appealing beverages.
CategoryLifestyle
Mango Wine Milkshakes
Red Robin is Introducing a Wine Milkshake with Mango Moscato
The restaurant industry can get an opportunity to differentiate themselves by providing new food and beverage options (like Mango Wine Milkshakes) that appeal to adult consumers s…
CategoryLifestyle
Festive Vino Milkshakes
Red Robin has a Red Wine Shake for Adults to Enjoy Over the Holidays
The food and beverage industry can capitalize on the trend of alcoholic milkshakes and holiday themed menu items for seasonal offerings.
CategoryLifestyle
Frozen Truffle Pastas
Evol's Frozen Pasta Dinner Turns Mac & Cheese Gourmet
Frozen food companies can create and market gourmet frozen meals that appeal to a wider audience looking for convenience and affordable luxury.
