Comfort food takes on new meaning as 90s snack brands re-release for Millennials
Trend - Recognizable brands and food trends from the 90s have made a return in recent years, releasing products targeting Millennials who remember these brands' original heyday. This dose of nostalgia is especially comforting for Millennials stressed about the difficulties of navigating adulthood.
Insight - Although the pandemic impacts every generation, the Millennial is in a particularly stressful position, as they have already experienced volatility up until this point and were meant to be in the midst of their peak earning years. As a result, members of this generation are seeking small doses of joy and emotional safety wherever possible. Food brands leveraging nostalgia grant a new meaning to the phrase "comfort eating" for this generation.
Insight - Although the pandemic impacts every generation, the Millennial is in a particularly stressful position, as they have already experienced volatility up until this point and were meant to be in the midst of their peak earning years. As a result, members of this generation are seeking small doses of joy and emotional safety wherever possible. Food brands leveraging nostalgia grant a new meaning to the phrase "comfort eating" for this generation.
Workshop Question - What is one way you could use nostalgia to provide comfort to a stressed consumer?
Trend Themes
1. Nostalgia Marketing - Recognizable brands and food trends from the past are being re-released to target Millennials, who seek comfort and emotional safety during stressful times.
2. Retro Food and Beverage Products - Brands are introducing retro flavors, packaging, and products to provide consumers with a taste of nostalgia.
3. Nostalgic Home Cooking - Food brands are leveraging nostalgia to create easy-to-make home cooking options for consumers with limited time and kitchen experience.
Industry Implications
1. Food and Beverage Industry - Food and beverage products serve as a source of comfort during times of stress, leading to innovative marketing approaches to leverage nostalgia.
2. Fashion Industry - Fashion brands are launching retro clothing lines reminiscent of familiar childhood favorites.
3. Media Industry - Media companies are reviving classic TV shows and movies to evoke emotions of nostalgia and comfort in viewers.
