The next step in foodie culture shows cult-like followings for edibles
Implications - Where foodie culture created a behavioral tribe based around trying adventurous foods, food fandom sees a group of consumers whose food obsession moves beyond taste. Treating edibles as celebrities, these cuisine-obsessed consumers seek to communicate their love for particular foodstuffs through various channels, proving any object's fan base has potential to extend past its intended industry.
Trend Themes
1. Food Celebrities - Edible products can become celebrities by food fandom, so companies can create food offerings that cater to specific 'celebrity' taste trends.
2. Edible Pop Culture Mashups - By creating cross-overs between food products and popular culture icons, new markets and niche consumer groups can be targeted and reached.
3. Food Scented Products - Scented products using foodstuffs as inspiration provide an innovative way for marketers to tap into consumers' sense of smell to create additional consumer appeal for their products beyond just taste or sight.
Industry Implications
1. Food and Beverage - The food and beverage industry can capitalize on the concept of food fandom by creating products that appeal to specific consumer groups and become 'celebrities', further engaging consumers in their love for particular edibles.
2. Pop Culture Merchandise - Pop culture merchandise industries can produce novel items that combine iconic characters or celebrities with food and beverages to develop new consumer groups and niche markets.
3. Perfume and Fragrance - Perfume and fragrance companies can develop new scents that cater to consumers' love of specific foods, opening up a new avenue of sensory products that can engage consumers beyond the traditional sight and taste categories.
