# Format Over Flavor Food and beverage sees a shift in focus towards aesthetics over taste. By [Gil Cohen](https://www.trendhunter.com/ghaddi), SVP Client Success | Published Apr 27, 2017 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/format-over-flavor ## Key Figures - Trend score: 5.3/10 - Evidence articles: 9 ## What is the Format Over Flavor trend? **Format Over Flavor:** In the modern age of Instagram-driven behavior, the photo-worthiness of food is more important than ever before and, in some cases, is starting to take precedence over culinary legitimacy. In order to attract the niche but insatiable demographic of younger consumers on the hunt for their next shareable moment, QSR brands are starting to adopt multi-hued offerings that tend to prioritize aesthetic innovation over flavor enhancement. ## At a Glance - Evidence: 9 featured examples - Articles from: Apr 18, 2016 to Jul 25, 2018 - Published: Apr 27, 2017 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Experience](https://www.trendhunter.com/megatrend/experience), [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism) ## Audience - Gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Themes within the Format Over Flavor trend ### Aesthetic Innovation Food and beverage brands prioritize aesthetically pleasing offerings to attract younger consumers on the hunt for their next shareable moment ### Nostalgia Revamps Popular and nostalgic dishes are being revamped using color to offer unexpected visual experiences to eaters ### Magical Food Glamorous and whimsical strides in the food industry as food brands add glitter, rainbows and unicorns to their menu items for a one-of-a-kind photo opportunity ## What the Format Over Flavor trend means for industry ### For Food and Beverage Food and beverage industry is prioritizing visual appeal over culinary legitimacy to attract a younger demographic ### For Event, Theme and Tourism These trends have the potential to shape event, theme, and tourism industries based on the appetizing appeal of unconventional food dishes ### For Social Media and Marketing The possible photo and social media appeal of these unconventional food trends have the potential to shape social media and marketing patterns and practices. ## Workshop question How might you appeal to a generation with an obsession towards shareable moments? ## Trend signals for Format Over Flavor Trend score 5.3 out of 10, from popularity 75%, activity 76%, freshness 8%. - Popularity: 75% - Activity: 76% - Freshness: 8% ## Examples of the Format Over Flavor trend 9 featured examples from Apr 18, 2016 to Jul 25, 2018. - [Glitter-Infused Pizza Creations](https://www.trendhunter.com/trends/glitter-pizza): DagWoods Pioneers Glitter Pizzas with Its 'Magical AF' Food Item (Category: Life-Stages) Implication: Restaurants, cafes, and other food establishments can capitalize on the trend of creating unique, Instagram-worthy dishes like glitter pizza to drive business and attract customer… - [Technicolor Grilled Sandwiches](https://www.trendhunter.com/trends/grilled-sandwiches): This Rainbow Grilled Cheese is Colored Based on Each Food Flavor (Category: Lifestyle) Implication: The multicolored food trend offers opportunities for food and beverage companies to experiment with innovative flavors, textures, and visual presentations, catering to consumers'… - [Millennial-Targeted Coffees](https://www.trendhunter.com/trends/truestart): The New TrueStart Cold Brew Coffees are Vibrant and Energizing (Category: Lifestyle) Implication: Specialty coffee industry could further target younger consumers and expand by adding unique coffee blends, sustainable sourcing, and natural ingredients messaging. - [Rainbow Burger Buns](https://www.trendhunter.com/trends/rainbow-burger): Joe's Bar in New York Offered Very Colorful Brioche Buns for Burger Week (Category: Lifestyle) Implication: Hotels, restaurants, and cafes can take advantage of the rainbow food trend by incorporating colorful ingredients and unique coloring techniques in their dishes and beverages, pro… - [Rainbow Candy-Topped Slushies](https://www.trendhunter.com/trends/rainbow-unicorn-memory-refresher): Disney's Rainbow Unicorn Memory Refresher is like a Rainbow in a Cup (Category: Lifestyle) Implication: Theme parks can incorporate unique and creative food and beverage options to enhance the overall park experience for visitors. - [Push-Up Rainbow Hummus Pops](https://www.trendhunter.com/trends/rainbow-hummus): Flatbread Grill Created a Diversity-Celebrating Treat for Pride (Category: Lifestyle) Implication: Food ingredients industries have an opportunity to develop and market more natural food colorings that can be utilized in unconventional food products like color-coded hummuses. - [Rainbow Sushi Recipes](https://www.trendhunter.com/trends/japanese-dish): This Colorful Japanese Dish Uses Natural Flavors to Dye the Rice (Category: Lifestyle) Implication: Food and culinary companies of all sizes can incorporate natural dyes into their dishes, disrupting the stale and traditional approach to presentation and flavor. - [Tie-Dye Pancake Recipes](https://www.trendhunter.com/trends/tiedye-pancake): Diner By the Sea Offers Vibrant Technicolor Flapjacks for Diners to Enjoy (Category: Lifestyle) Implication: Restaurants can capitalize on the tie-dye pancake trend by incorporating vibrant colors into their menus to attract customers and stand out in a competitive market. - [Chromatic Unicorn Hot Chocolates](https://www.trendhunter.com/trends/hot-chocolates): This Hot Beverage from Crème and Sugar is Folklore-Inspired (Category: Lifestyle) Implication: Coffee and dessert shops can introduce innovative and visually appealing drinks to attract customers and differentiate themselves from competitors. ## 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)