Category
Lifestyle
Assisted Choices
Trend cluster
Category
Generation
Hybrid
Hybrid cuisines are particularly appealing to Generation Z.
2.9
Trend score
Trend
What is the Generation Hybrid trend?
Generation Hybrid: Gen Z is a diverse group that has demonstrated a preference for experimentation within cuisines. This has given license to players within the food industry, such as eateries and restaurants, to creatively blend regional cuisines into hybrid offerings.
Insight
The consumer insight behind the Generation Hybrid trend
The demographic shift within North America has seen the rise of an ethnically diverse Gen Z population. This group pushes the boundaries of cultural identifications and seeks to see diversity and hybridization represented in all aspects of their interactions with consumption, including in cuisine.
Trend themes
Themes within the Generation Hybrid trend
Three behaviours holding the trend together01
Cultural Hybridization
The rise of ethnically diverse Gen Z population has given license to players within the food industry to creatively blend regional cuisines into hybrid offerings.
02
Ethnic Cuisine Appreciation
Food businesses are designing ethnic restaurants that cater to different global cultures and offer unique and diverse dishes.
03
Unique Food Mashups
The creative blend of two different cuisines into a single dish is gaining popularity among consumers, leading to the emergence of new, never-seen-before food hybrids.
Industry implications
What the Generation Hybrid trend means for industry
Where the trend changes the playbookFor
Food and Beverage Industry
Players within the food industry are responding to the demand for hybrid cuisine with the creation of never-seen-before food hybrids.
For
Hospitality Industry
The hospitality industry is catering to the needs of ethnic food lovers by creating unique restaurants that offer a diverse menu of global flavors.
For
Frozen Food Industry
Companies in the frozen food industry are offering inventive and unique frozen meal options, providing consumers with quick and hassle-free meal options with bold flavors.
Workshop question
How could your brand better accommodate the needs and preferences of Gen Z?
Trend signals
Trend signals for Generation Hybrid
Trend score 2.9 out of 10, from popularity 41%, activity 39%, freshness 8%.
Popularity41%
Activity39%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Generation Hybrid trend
5 featured examples from Jan 30, 2018 to Feb 5, 2019CategoryLifestyle
Bi-Cultural Australian Eateries
Papi Chulo Offers Authentic Latin Cuisine in the Heart of Sydney
The hospitality industry can benefit from creating bi-cultural restaurants with innovative interior designs to attract customers seeking unique dining experiences.
CategoryLifestyle
Mediterranean Food Hybrids
SAJJ Mixes Flavors and Cultures with Its Shawafel Burrito Offering
Disruptive innovation opportunity lies in introducing food hybrids to attract customers seeking unique dining experiences.
CategoryLifestyle
Steamed Cheeseburger Dumplings
Brooklyn Chop House is Serving Cheeseburger-Style Dumplings
Innovating with menu items to stand out in a competitive market.
CategoryLifestyle
Hybridized Butter Chicken Pizzas
President's Choice Effectively Mixes Indian and Italian Cuisines
Offer unique food products that cater to the evolving tastes and preferences of consumers.
CategoryLifestyle
Tiramisu Sushi Hybrids
This Strange Dessert Fusion Combines Italian and Japanese Cuisines
Food and beverage companies could explore creating unique flavor combinations by merging different cuisines or swapping ingredients between different dishes.
