Category
Lifestyle
Assisted Choices
Trend cluster
Category
Harvest
Modification
Brands host pop-ups to illuminate healthy additions to chilled products.
4.4
Trend score
Trend
What is the Harvest Modification trend?
Harvest Modification: In order to re-position chilled food products as a responsible meal option, brands are putting forth comprehensive campaigns that illuminate a product's best uses. Often incorporating fresh ingredients and calling on the talent of local chefs, such promotional events serve to elevate ready-made food products as health-conscious options. As consumers become more informed about their consumption, they require experiential education to change pre-existing notions.
Trend themes
Themes within the Harvest Modification trend
Three behaviours holding the trend together01
Experiential Education Campaigns
As consumers become more informed about their consumption, experiential education serving to elevate ready-made food products have disrupted the market for health-conscious options.
02
Pop-Up Events
Pop-up events, such as branded soup shops and experimental snack brand pop-ups, continue to disrupt the market and capture the attention of consumers.
03
Reducing Food Waste
Companies are developing innovative approaches and campaigns, such as The Economist's 'From Bin to Blender', to reduce food waste and turn it into new products.
Industry implications
What the Harvest Modification trend means for industry
Where the trend changes the playbookFor
Food & Beverage
Experiential campaigns, branded food pop-ups and developing new approaches to reduce food waste continue to disrupt the industry.
For
Marketing & Advertising
Pop-up events are becoming increasingly popular as a marketing and advertising tool, appealing to millennials and capturing the attention of consumers.
For
Sustainability
Reducing waste and developing innovative approaches to use that waste in new products, appeals to green-oriented consumers and is likely to drive marketing strategies.
Workshop question
Recreate your own pop-up, which is designed to enlighten consumers on a typical misconception of your market/brand. What does this look like?
Trend signals
Trend signals for Harvest Modification
Trend score 4.4 out of 10, from popularity 56%, activity 68%, freshness 8%.
Popularity56%
Activity68%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Harvest Modification trend
5 featured examples from Sep 11, 2015 to Jun 21, 2016CategoryMarketing
Branded Soup Pop-Ups
This Famous Chef is Currently Running the Campbell's Pop-Up Shop
Partnering with well-known brands to create unique dining experiences and offering globally-inspired soups provides opportunities to disrupt the traditional food and beverage indu…
CategoryEco
Ugly Fruit Smoothies
The Economists's 'From Bin to Blender' Campaign Shares Blended Smoothies
The food and beverage industry stands to gain from new technologies and business models that address food waste and improve sustainability.
CategoryMarketing
Experimental Snack Brand Pop-Ups
Snack Brand Ryvita Will Launch an Experiential Pop-Up Cafe
The food and beverage industry can explore the potential of sensory-driven dining experiences and experiential pop-up events to differentiate their brands and attract consumers.
CategoryLifestyle
Festival Yogurt Shops
Snog's Yog-Yurt Pop-Up Offers Refreshing Treats to Concert Goers
The trend of opening temporary yogurt shops at music festivals falls under the pop-up retail industry, where businesses can take advantage of limited-time opportunities to attract…
CategoryLifestyle
Urban Kefir Cafes
Toronto's deKEFIR Offers an Artisanal and Healthy Dessert Menu
Disruptive innovation opportunity to differentiate from competitors by focusing on health-conscious dessert options like Kefir-based treats.
