Category
Lifestyle
Assisted Choices
Trend cluster
Category
Commute
Nutrition
Brands engage consumers with breakfast activations on-the-go.
4.5
Trend score
Trend
What is the Commute Nutrition trend?
Commute Nutrition: As consumers look for convenient breakfast solutions that are also nutritious, many brands are choosing to host immersive activations that include tastings and provide a chance to interact with individuals. Often intercepting consumers already in the midst of their busy morning routines, such well-timed brand activations serve to align a product with convenience and health, helping consumers imagine it as a normal part of their commute. In addition to showcasing the desire to balance health and convenience, this shift highlights the need for brands to move away from omni-channel presence to offer something more curated and meaningful.
Trend themes
Themes within the Commute Nutrition trend
Three behaviours holding the trend together01
Convenience Breakfast Activations
Brands are hosting immersive activations that include tastings and provide a chance to interact with individuals, which serve to align products with convenience and health.
02
Experiential Breakfast Pop-Ups
Breakfast brands are carrying out experiential tours offering passersby the chance to try some their signature dishes, and these pop-ups are situated outside supermarkets and at the beach, among other busy locations.
03
Breakfast Vending Machines
Marketing campaigns have included fun pop-up breakfast stations with vending machines, which are filled with robots and humans who prepare customized oatmeal choices for people.
Industry implications
What the Commute Nutrition trend means for industry
Where the trend changes the playbookFor
Food and Beverage Industry
Breakfast pop-ups, drive-thrus, and vending machines demonstrate opportunities for new menu items and innovations, as well as creative marketing strategies.
For
Technology Industry
Breakfast vending machines and robots display the possibilities of technology to improve food service and efficiency, as well as providing customized user experiences and tracking user data.
For
Tourism and Hospitality Industry
Experiential breakfast pop-ups and activations are a unique way to entice consumers while they are on vacation, aligning food experiences with local and seasonal products and creating opportunities for social media engagement.
Workshop question
If you were to launch a pop-up series, what products or services would you feature? How would you engage consumers at the pop-up?
Trend signals
Trend signals for Commute Nutrition
Trend score 4.5 out of 10, from popularity 71%, activity 57%, freshness 8%.
Popularity71%
Activity57%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Commute Nutrition trend
6 featured examples from Jul 15, 2015 to Jun 27, 2017CategoryLifestyle
Experiential Breakfast Pop-Ups
Dorset Cereals Brand Launched a Breakfast Lodge Activation
The food and beverage industry can create opportunities for experiential events and marketing campaigns where customers can sample and purchase food products in unique ways and lo…
CategoryMarketing
Cinnamon Cereal Drive-Thrus
This Cinnamon Toast Crunch Pop-Up Helps Families on Road Trips Refuel
The food and beverage industry can leverage cereal-themed pop-ups to attract customers and create memorable experiences.
CategoryBusiness
Nut Spread Cafes
The Nutella Cafe is Soon Opening Its Doors in Chicago
As the popularity of Nutella Cafe shows, there is demand for new and innovative food and beverage concepts that cater to people's love for unique and indulgent experiences.
CategoryMarketing
Mix-and-Match Cereal Tastings
Nestle Cereals Has Launched a Mix and Match Breakfast Kiosk
Food and beverage companies can implement mix-and-match samplings to increase product awareness and customer loyalty.
CategoryMarketing
Breakfast Vending Machines
Quaker's Pop-Up Breakfast Vending Machine Doles Out Free Meals
The food and beverage industry can take advantage of breakfast vending machines to offer quick and convenient breakfast options for consumers on-the-go.
CategoryLifestyle
Low-Calorie Breakfast Pop-Ups
Miele's Greaseless Spoon Cafe Serves Eats Under 533 Calories
Appliance brands can take advantage of the growing trend towards healthy cooking by promoting products that facilitate greaseless cooking.
