Category
Lifestyle
Assisted Choices
Trend cluster
Category
Elevated
Confection
Traditional mass-market desserts are elevated into more sophisticated formats.
4.4
Trend score
Trend
What is the Elevated Confection trend?
Elevated Confection: Confectionary brands and products are being elevated into new formats in order to alter their appeal for a more high-end market. This shift gives the brands in question the opportunity to appeal to consumers seeking novel or luxury food-related experiences, while still catering to the brands' core demographic base via familiarity.
Trend themes
Themes within the Elevated Confection trend
Three behaviours holding the trend together01
Elevated Confection
The trend of elevating confectionary brands to more sophisticated formats to cater to novelty and luxury food experiences.
02
Immersive and Interactive Brand Activations
Brands are creating immersive and interactive experiences to show consumers versatile use of products and experiment with classic products.
03
Unusual Food Mashups
Companies are attempting to adapt their food products to fit different cultural appetites, resulting in cross-cultural food mashups like Kit Kat Sushi.
Industry implications
What the Elevated Confection trend means for industry
Where the trend changes the playbookFor
Food and Beverage Industry
Elevating traditional desserts and confectionary brands makes the products more appealing to people seeking novelty and luxury experiences.
For
Marketing and Advertising Industry
Creating immersive and interactive brand activations can increase engagement with potential and existing customers, and showcase the versatility and experimentation of brand products.
For
Cultural and Cross-Cultural Industry
The trend of unusual food mashups results from companies adapting their food products to fit different cultural appetites, showcasing the importance of cultural knowledge and cross-cultural understanding.
Workshop question
Conceptualize a way you could reformat a product/service you offer in order to broaden its appeal to a previously untargeted demographic?
Trend signals
Trend signals for Elevated Confection
Trend score 4.4 out of 10, from popularity 60%, activity 64%, freshness 8%.
Popularity60%
Activity64%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Elevated Confection trend
5 featured examples from Apr 13, 2017 to Apr 21, 2018CategoryLifestyle
Immersive Ice Cream Pop-Ups
Häagen-Dazs' Bär Häagen-Dazs Activation Features Craft Cocktails
Dessert restaurants can incorporate artisanal tasting menus to elevate the ice cream experience, attracting food enthusiasts and ice cream connoisseurs.
CategoryLifestyle
Chocolate Bar Sushi Rolls
Nestle Has Created Kit Kat Sushi to Celebrate the Opening of a New Store
The creation of Kit Kat Sushi demonstrates an opportunity for the food and beverage industry to explore new and unexpected flavor combinations to cater to diverse consumer prefere…
CategoryBusiness
Haute Easter Chocolates
The BULGARI Il Cioccolato Specialty Chocolate Shop Offers Elegant Treats
Gourmet food and beverage industries can explore innovative ways to create unique and luxurious seasonal treats that cater to consumer demand for indulgent and high-quality produc…
CategoryLifestyle
Luxurious Japanese Brownie Bars
côte cour's Tokyo Brownie Elevates a Popular Dessert
Opportunity to cater to a niche market of consumers willing to pay a premium for high-quality chocolate products.
CategoryLifestyle
Planetary Sphere-Shaped Cakes
The Spherical Cakes at Compostela are Named After Different Planets
The spherical cakes and planetary-themed desserts can bring innovation and creativity to traditional baking offerings, attracting a new set of customers to the industry.
