Category
Lifestyle
Assisted Choices
Trend cluster
Category
Edible
Exploration
Food subscription boxes curated for discovering new foods gain popularity.
3.6
Trend score
Trend
What is the Edible Exploration trend?
Edible Exploration: The demand for ways to try new foods and flavors from home has increased steadily, with a spike during this past quarantine. During this time, Social distancing rules limited the foodie consumer's ability to explore new tastes. As a result, more subscriptions and kits dedicated to edible exploration can be seen to provide the sense of adventure that drives many food-loving consumers.
Insight
The consumer insight behind the Edible Exploration trend
For consumers who see food as more of a hobby than a form of nourishment, trying new flavors and food forms is a form of adventure. The solution of exploratory at-home kits began out of necessity during social distancing. However, this service type has the added benefit of increased interactivity than what customers typically experience when dining in restaurants. This combination of flavor exploration and semi-DIY experience will satisfy a new kind of foodie who wishes to both consume food and learn about it.
Trend themes
Themes within the Edible Exploration trend
Three behaviours holding the trend together01
Food Subscription Boxes
The demand for ways to explore new tastes is driving the growth of food subscription boxes.
02
At-Home Experience
Foodies crave more interactive and semi-DIY food experiences while staying at home.
03
Traveling-Inspired Boxes
Subscription boxes and curated bundles that offer travel-themed items satisfy customers' desire to experience different cultures while staying safe at home.
Industry implications
What the Edible Exploration trend means for industry
Where the trend changes the playbookFor
Food and Beverage
Innovative and interactive food subscription boxes are disrupting the traditional restaurant and grocery business.
For
Gifts and Celebrations
Curated bundles and gift boxes that provide unique and personalized experiences will disrupt the traditional gift-giving industry.
For
Travel and Tourism
Travel-themed subscription boxes and kits offer a new kind of experience for consumers who cannot travel due to the pandemic, disrupting the traditional travel and tourism industry.
Workshop question
How can your product or service provide consumers with an opportunity for exploration?
Trend signals
Trend signals for Edible Exploration
Trend score 3.6 out of 10, from popularity 61%, activity 37%, freshness 11%.
Popularity61%
Activity37%
Freshness11%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Edible Exploration trend
5 featured examples from Apr 25, 2020 to Dec 16, 2021CategoryLifestyle
Travel-Themed Subscription Boxes
Travel the World with a Subscription Box from Travelista
The subscription box industry can expand to create new themes, such as travel-inspired boxes, to capitalize on consumers’ desire for unique and customized lifestyle items.
CategoryMarketing
Celebratory Icelandic Chocolate Gifts
The Omnom Love Collection Includes Two Tasty Options
Icelandic chocolate presents opportunities to explore new flavor profiles and break away from traditional chocolate offerings.
CategoryLifestyle
Bavarian Takeout Bundles
The Bavarian Boxed Bundle Includes Three to Five Multi-Course Meals
Restaurants can innovate their takeout options to accommodate the increasing demand for convenient and safe meals.
CategoryLifestyle
Neighborhood-Themed Food Boxes
Culinary Adventure Co.'s Food Tour Boxes Offer a Taste of Toronto
Disruptive innovation opportunity: Leveraging neighborhood-themed food boxes as a way for local food and beverage businesses to promote and sell their products to a wider audience.
CategoryLifestyle
Plant-Based Discovery Boxes
The Pizza Plant Curated a Box of Vegan Meals from Local Businesses
Disruptive innovation opportunity: Create a specialized meal kit delivery service that focuses on plant-based meals.
