# Foamy Formatting Unlikely beverages are being topped with foam. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jun 27, 2018 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/foamy-formatting ## Key Figures - Trend score: 4.4/10 - Evidence articles: 4 ## What is the Foamy Formatting trend? **Foamy Formatting:** Foam-topped beverages, once limited primarily to lattes, are now being offered in a variety of beverages, and are being made with a distinct range of ingredients. Such products cater to the rising tide of self-proclaimed "foodie" consumers who prefer experiential consumption experiences. ## At a Glance - Evidence: 4 featured examples - Articles from: Mar 2 to Jun 22, 2018 - Published: Jun 27, 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: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Foamy Formatting trend ### Plant-Based Ingredients Using plant-based ingredients like aquafaba as alternatives to traditional ingredients in cocktails and other beverages. ### Experiential Consumption Catering to the rising trend of experiential consumption by offering interactive and visually stunning cocktail experiences. ### Foam-Topping Varieties Expanding the use and varieties of foam-topped beverages beyond just lattes to attract the self-proclaimed 'foodie' consumer. ## What the Foamy Formatting trend means for industry ### For Food and Beverage Innovation in beverage ingredient and presentation can enhance the overall drinking experience. ### For Hospitality Hotels and restaurants who want to innovate beverage offerings and presentation techniques can keep up with the trend of experiential consumption. ### For Retail Retail beverage companies can put a new spin on classic offerings by using trending plant-based ingredients and customization options. ## Workshop question How can your brand reframe how one of its products/services is offered? ## Trend signals for Foamy Formatting Trend score 4.4 out of 10, from popularity 72%, activity 51%, freshness 8%. - Popularity: 72% - Activity: 51% - Freshness: 8% ## Examples of the Foamy Formatting trend 4 featured examples from Mar 2 to Jun 22, 2018. - [Experiential Cocktail Tastings](https://www.trendhunter.com/trends/the-bazaar-by-jose-andres): The Bazaar by José Andrés' Bazaar Bar Flights are Interactive (Category: Marketing) Implication: Hotels, restaurants, and bars can enhance customer experiences by offering interactive and immersive cocktail tastings. - [Cold Foam Coffee Toppers](https://www.trendhunter.com/trends/cold-foam-coffee): Starbucks' is Now Offering Cold Foam as a Topping for Any Icy Drink (Category: Lifestyle) Implication: Disruptive innovation opportunities include introducing unique cold foam toppings to differentiate from competitors. - [Summery Foam-Topped Teas](https://www.trendhunter.com/trends/cold-foam-tea-lemonades): The Starbucks Cold Foam Tea Lemonades are Refreshingly Different (Category: Lifestyle) Implication: Disruptive innovation opportunities for creating new and unique beverages with refreshing features. - [Chickpea Brine Cocktails](https://www.trendhunter.com/trends/vegan-cocktails): The Theodore is Introducing Egg-Free Vegan Cocktails Made with Aquafaba (Category: Lifestyle) Implication: Restaurants and bars looking to cater to vegan consumers can use innovative ingredients like aquafaba to add plant-based options to their menus. ## 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)