# Elevated Confection Traditional mass-market desserts are elevated into more sophisticated formats. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Apr 30, 2018 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/elevated-confection ## Key Figures - Trend score: 4.4/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Apr 13, 2017 to Apr 21, 2018 - Published: Apr 30, 2018 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Elevated Confection trend ### Elevated Confection The trend of elevating confectionary brands to more sophisticated formats to cater to novelty and luxury food experiences. ### Immersive and Interactive Brand Activations Brands are creating immersive and interactive experiences to show consumers versatile use of products and experiment with classic products. ### 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. ## What the Elevated Confection trend means for industry ### For 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 for Elevated Confection Trend score 4.4 out of 10, from popularity 60%, activity 64%, freshness 8%. - Popularity: 60% - Activity: 64% - Freshness: 8% ## Examples of the Elevated Confection trend 5 featured examples from Apr 13, 2017 to Apr 21, 2018. - [Immersive Ice Cream Pop-Ups](https://www.trendhunter.com/trends/bar-hagen-dazs): Häagen-Dazs' Bär Häagen-Dazs Activation Features Craft Cocktails (Category: Lifestyle) Implication: Dessert restaurants can incorporate artisanal tasting menus to elevate the ice cream experience, attracting food enthusiasts and ice cream connoisseurs. - [Chocolate Bar Sushi Rolls](https://www.trendhunter.com/trends/kit-kat-sushi): Nestle Has Created Kit Kat Sushi to Celebrate the Opening of a New Store (Category: Lifestyle) Implication: 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… - [Haute Easter Chocolates](https://www.trendhunter.com/trends/specialty-chocolate): The BULGARI Il Cioccolato Specialty Chocolate Shop Offers Elegant Treats (Category: Business) Implication: 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… - [Luxurious Japanese Brownie Bars](https://www.trendhunter.com/trends/tokyo-brownie): côte cour's Tokyo Brownie Elevates a Popular Dessert (Category: Lifestyle) Implication: Opportunity to cater to a niche market of consumers willing to pay a premium for high-quality chocolate products. - [Planetary Sphere-Shaped Cakes](https://www.trendhunter.com/trends/compostela): The Spherical Cakes at Compostela are Named After Different Planets (Category: Lifestyle) Implication: 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. ## 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 Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)