# De-Sophistication More high-end edibles in various industries get more low-brow makeovers. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Jun 2, 2015 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/desophistication ## Key Figures - Trend score: 2.3/10 - Evidence articles: 6 ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Mar 20, 2014 to May 29, 2015 - Published: Jun 2, 2015 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the De-Sophistication trend ### 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. ### Gourmet convenience Consumers are seeking gourmet food experiences in more convenient forms, leading to the creation of frozen gourmet meals and packaging. ### Boozy treats Alcoholic milkshakes and wine-infused popsicles are becoming popular, creating opportunities for innovation in the dessert and beverage industry. ## What the De-Sophistication trend means for industry ### For 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 for De-Sophistication Trend score 2.3 out of 10, from popularity 31%, activity 29%, freshness 8%. - Popularity: 31% - Activity: 29% - Freshness: 8% ## Examples of the De-Sophistication trend 6 featured examples from Mar 20, 2014 to May 29, 2015. - [Casual Foie Gras Cans](https://www.trendhunter.com/trends/gourmet-food-packaging): Uhmm's Gourmet Food Packaging Adopts Bold, Punchy Graphics & Text (Category: Lifestyle) Implication: 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… - [Floral Riesling Ice Pops](https://www.trendhunter.com/trends/riesling-popsicles): These Refreshing Riesling Popsicles Are Made with Edible Flowers (Category: Lifestyle) Implication: Innovating in the beverage industry by incorporating edible flowers and creating low-calorie alcoholic drinks. - [Colorful Gummy Sangrias](https://www.trendhunter.com/trends/cinco-de-mayo-cocktail): This Sweet Cinco de Mayo Cocktail Rescipe Uses Drunk Gummy Bear Candies (Category: Lifestyle) Implication: Opportunity for beverage companies to develop and market innovative ready-to-drink colorful cocktails that cater to consumers seeking visually appealing beverages. - [Mango Wine Milkshakes](https://www.trendhunter.com/trends/wine-milkshake): Red Robin is Introducing a Wine Milkshake with Mango Moscato (Category: Lifestyle) Implication: 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… - [Festive Vino Milkshakes](https://www.trendhunter.com/trends/red-wine-shake): Red Robin has a Red Wine Shake for Adults to Enjoy Over the Holidays (Category: Lifestyle) Implication: The food and beverage industry can capitalize on the trend of alcoholic milkshakes and holiday themed menu items for seasonal offerings. - [Frozen Truffle Pastas](https://www.trendhunter.com/trends/frozen-pasta-dinner): Evol's Frozen Pasta Dinner Turns Mac & Cheese Gourmet (Category: Lifestyle) Implication: Frozen food companies can create and market gourmet frozen meals that appeal to a wider audience looking for convenience and affordable luxury. ## Recent trend clusters - [Serial Snacking](https://www.trendhunter.com/protrends/serial-snacking) (Lifestyle) - [Calm Monitoring](https://www.trendhunter.com/protrends/calm-monitoring) (Lifestyle) - [Performance Powders](https://www.trendhunter.com/protrends/performance-powders) (Lifestyle) - [Task Beverages](https://www.trendhunter.com/protrends/task-beverages) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Rapid Concussion Screening Headsets](https://www.trendhunter.com/trends/infrared-eye-tracking) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)