# Food Fandom The next step in foodie culture shows cult-like followings for edibles. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Sep 30, 2013 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/food-fandom ## Key Figures - Trend score: 4.7/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Dec 1, 2012 to Sep 26, 2013 - Published: Sep 30, 2013 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America, Asia ## Themes within the Food Fandom trend ### Food Celebrities Edible products can become celebrities by food fandom, so companies can create food offerings that cater to specific 'celebrity' taste trends. ### 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. ### 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. ## What the Food Fandom trend means for industry ### For 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 for Food Fandom Trend score 4.7 out of 10, from popularity 70%, activity 62%, freshness 8%. - Popularity: 70% - Activity: 62% - Freshness: 8% ## Examples of the Food Fandom trend 5 featured examples from Dec 1, 2012 to Sep 26, 2013. - [Hazelnut Spread Jewelry](https://www.trendhunter.com/trends/nutella-ring): This Nutella Ring is an Homage to the Chocolate Condiment (Category: Fashion) Implication: The jewelry industry can expand by incorporating food-inspired pieces and novelty accessories that appeal to a wider market. - [Breakfast-Scented Fragrances](https://www.trendhunter.com/trends/eau-de-toast): Smell Like a Yummy Piece of Toast Every Day with Eau de Toast (Category: Lifestyle) Implication: Disruptive innovation opportunity: Introduce unconventional scents to the perfume industry that offer alternative olfactory experiences. - [Bacon-Themed Sci-Fi Paintings](https://www.trendhunter.com/trends/star-trek-spock): These Star Trek Spock Paintings Show the Space Agent Pondering Bacon (Category: Art & Design) Implication: 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… - [Wacky Donut Fact Infographics](https://www.trendhunter.com/trends/glazed-donuts): This Infographic Offers Up Unknown Glazed Donuts Facts (Category: Lifestyle) Implication: The food and beverage industry can capitalize on the growing popularity of unique and wacky donut flavors by creating innovative products and marketing strategies. - [Spicy Condiment Lip Salves](https://www.trendhunter.com/trends/sriracha-lip-balm): The Sriracha Lip Balm Leaves Lips Feeling Warm and Savory (Category: Fashion) Implication: Companies in the personal care industry can explore creating spicy-flavored lip balms and other food-inspired personal care products. ## Recent trend clusters - [Serial Snacking](https://www.trendhunter.com/protrends/serial-snacking) (Lifestyle) - [Calm Monitoring](https://www.trendhunter.com/protrends/calm-monitoring) (Lifestyle) - [Performance Powders](https://www.trendhunter.com/protrends/performance-powders) (Lifestyle) - [Task Beverages](https://www.trendhunter.com/protrends/task-beverages) (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) - [Rapid Concussion Screening Headsets](https://www.trendhunter.com/trends/infrared-eye-tracking) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)