# Edible Touchpoint Multi-sensory brand experiences focus in on touch and taste. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Jun 20, 2017 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/edible-touchpoint ## Key Figures - Trend score: 4.8/10 - Evidence articles: 3 ## 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. ## At a Glance - Evidence: 3 featured examples - Articles from: Mar 18, 2016 to Jun 7, 2017 - Published: Jun 20, 2017 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Edible Touchpoint trend ### 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. ### 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. ### 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. ## What the Edible Touchpoint trend means for industry ### For 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 for Edible Touchpoint Trend score 4.8 out of 10, from popularity 69%, activity 67%, freshness 8%. - Popularity: 69% - Activity: 67% - Freshness: 8% ## Examples of the Edible Touchpoint trend 3 featured examples from Mar 18, 2016 to Jun 7, 2017. - [Interactive Organic Dinner Parties](https://www.trendhunter.com/trends/wild-and-root): Berlin's Wild and Root is a Creative Experiential Restaurant (Category: Lifestyle) Implication: Restaurants can explore new ways to create immersive and interactive dining experiences, setting themselves apart from competitors. - [Edible Art Galleries](https://www.trendhunter.com/trends/sweet-art-gallery): Maynards Bassetts' 'Sweet Art Gallery' Features Art Made from Candies (Category: Marketing) Implication: 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. - [Chocolate Bunny Activations](https://www.trendhunter.com/trends/edible-installation): Dr Oetker Placed a Seven-Foot-Tall Edible Installation in London (Category: Marketing) Implication: 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. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)