Category
Lifestyle
Assisted Choices
Trend cluster
Category
Edible
Touchpoint
Multi-sensory brand experiences focus in on touch and taste.
4.8
Trend score
Trend
What is the Edible Touchpoint trend?
Edible Touchpoint: As brands look to meet the demand for multi-sensory experiences, consumers are being drawn to venues and events that offer an interactive elements that emphasize touch and taste. This progression demonstrates the unique opportunities offered by the rise of direct-to-consumer advertising and speaks to the need to add value to familiar experiences with hands-on participation that serves as educational.
Trend themes
Themes within the Edible Touchpoint trend
Three behaviours holding the trend together01
Multi-sensory Experiences
Consumers are looking for interactive elements that emphasize touch and taste, indicating an opportunity to create experiential marketing campaigns that focus on the senses.
02
Edible Art Installations
As demonstrated by Dr. Oetker and Maynards Bassetts, there's a growing trend of creating art installations made from edible materials, providing a new avenue for artistic and culinary experiences.
03
Experiential Dining
Wild and Root's interactive dining experiences showcase the potential of farm-to-table concepts and immersive installations, providing a unique dining experience that combines education and entertainment.
Industry implications
What the Edible Touchpoint trend means for industry
Where the trend changes the playbookFor
Food and Beverage
With experiential marketing campaigns, immersive dining experiences, and the rise of edible art installations, there's an opportunity for disruptors in the food and beverage industry to combine culinary arts and sensory experiences.
For
Arts and Culture
The trend of edible art installations provides an opportunity for disruptors in the arts and culture industry to combine the culinary arts and visual arts in unique gallery experiences.
For
Events and Hospitality
As multi-sensory experiences become more popular, there's an opportunity to create unique event activations and experiential dining experiences that elevate traditional hospitality and culinary experiences.
Workshop question
What immersive elements can you add value with when designing a brand touchpoint?
Trend signals
Trend signals for Edible Touchpoint
Trend score 4.8 out of 10, from popularity 69%, activity 67%, freshness 8%.
Popularity69%
Activity67%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Edible Touchpoint trend
3 featured examples from Mar 18, 2016 to Jun 7, 2017CategoryLifestyle
Interactive Organic Dinner Parties
Berlin's Wild and Root is a Creative Experiential Restaurant
Restaurants can explore new ways to create immersive and interactive dining experiences, setting themselves apart from competitors.
CategoryMarketing
Edible Art Galleries
Maynards Bassetts' 'Sweet Art Gallery' Features Art Made from Candies
Confectionery companies can use this trend to innovate new products that are specifically designed for use in art, such as candies with unique texture or colors.
CategoryMarketing
Chocolate Bunny Activations
Dr Oetker Placed a Seven-Foot-Tall Edible Installation in London
The food and beverage industry can leverage edible installations as brand activations to create memorable experiences and connect with consumers in a fun and immersive way.
