Category
Lifestyle
Serial Snacking
Trend cluster
Category
Food
Fandom
The next step in foodie culture shows cult-like followings for edibles.
4.7
Trend score
Trend
What is the Food Fandom trend?
Food Fandom: 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
Themes within the Food Fandom trend
Three behaviours holding the trend together01
Food Celebrities
Edible products can become celebrities by food fandom, so companies can create food offerings that cater to specific 'celebrity' taste trends.
02
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.
03
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
What the Food Fandom trend means for industry
Where the trend changes the playbookFor
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.
For
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.
For
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.
Trend signals
Trend signals for Food Fandom
Trend score 4.7 out of 10, from popularity 70%, activity 62%, freshness 8%.
Popularity70%
Activity62%
Freshness8%
Audience
70%Men
30%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Asia-Pacific
Evidence
Examples of the Food Fandom trend
5 featured examples from Dec 1, 2012 to Sep 26, 2013CategoryFashion
Hazelnut Spread Jewelry
This Nutella Ring is an Homage to the Chocolate Condiment
The jewelry industry can expand by incorporating food-inspired pieces and novelty accessories that appeal to a wider market.
CategoryLifestyle
Breakfast-Scented Fragrances
Smell Like a Yummy Piece of Toast Every Day with Eau de Toast
Disruptive innovation opportunity: Introduce unconventional scents to the perfume industry that offer alternative olfactory experiences.
CategoryArt & Design
Bacon-Themed Sci-Fi Paintings
These Star Trek Spock Paintings Show the Space Agent Pondering Bacon
The 'Spock and Bacon' series opens up disruptive innovation opportunities in the art and design industry, encouraging artists to experiment with unconventional themes and mediums…
CategoryLifestyle
Wacky Donut Fact Infographics
This Infographic Offers Up Unknown Glazed Donuts Facts
The food and beverage industry can capitalize on the growing popularity of unique and wacky donut flavors by creating innovative products and marketing strategies.
CategoryFashion
Spicy Condiment Lip Salves
The Sriracha Lip Balm Leaves Lips Feeling Warm and Savory
Companies in the personal care industry can explore creating spicy-flavored lip balms and other food-inspired personal care products.
