Category
Lifestyle
Assisted Choices
Trend cluster
Category
Hearty
Handheld
Seeking convenience without skimping, consumers turn to hearty handheld foods.
3.2
Trend score
Trend
What is the Hearty Handheld trend?
Hearty Handheld: No longer sticking to strictly healthy, lighter fare, snack foods are adopting heartier fillings and ingredients as a filling meal alternative. As today’s consumer continues to battle tight schedules, carving out time for sit-down meals becomes increasingly difficult. As a result, a need for more convenient, yet filling snack food options arise. Reformatting traditional sit-down meals -- like full dinners, or traditional breakfast staples -- into easy-to-eat, handheld alternatives satiates the conflicting consumer desires for comfort and convenience.
Trend themes
Themes within the Hearty Handheld trend
Three behaviours holding the trend together01
Heartier Snack Foods
Consumers are seeking more filling snack options in lieu of traditional sit-down meals, driving the adoption of heartier ingredients and fillings in handheld foods.
02
Handheld Convenience
Increased demand for portable food options has driven the development and popularity of handheld meals, such as wraps and burritos, that can be eaten on the go.
03
Hybridization
The creation of hybrid dishes, such as hash brown-stuffed burritos, that combine two popular and complementary food items is a food industry trend catering to consumers' demand for variety and convenience.
Industry implications
What the Hearty Handheld trend means for industry
Where the trend changes the playbookFor
Fast Food
The fast food industry, in particular, has embraced and promoted the trend of handheld convenience through the development and marketing of portable food items.
For
Frozen Foods
Frozen food companies are tapping into the trend of hand-held convenience by developing frozen handheld pies as a quick and easy meal option for time-pressed consumers.
For
Snack Foods
Snack food companies are innovating with heartier snack options, tapping into the trend of meal substitutes that provide filling sustenance to time-pressed consumers.
Workshop question
What would a condensed version of your product or service look like? What about an expanded version?
Trend signals
Trend signals for Hearty Handheld
Trend score 3.2 out of 10, from popularity 42%, activity 46%, freshness 8%.
Popularity42%
Activity46%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Hearty Handheld trend
7 featured examples from Jul 7, 2015 to Apr 10, 2016CategoryLifestyle
Handheld Fried Egg Breakfasts
The Restaurant is Selling Huevos Estrellados in Portable Chip Bags
The food industry can capitalize on creating innovative, to-go meal options for busy consumers.
CategoryLifestyle
Spicy Handheld Wraps
These Spicy Crunchwrap Sliders are Made for Snacking on the Go
Fast food chains can incorporate the trend for handheld food items by offering innovative, portable menu items that cater to busy consumers.
CategoryLifestyle
Handheld Australian Pies
This Company is Selling Snack-Sized Versions of a Popular Australian Dish
Manufacturers can explore new flavor combinations and packaging innovations to create portable and snack-sized food products that appeal to busy consumers.
CategoryLifestyle
Snack Food-Stuffed Wraps
The New Cheetos Crunchwrap Slider is Made with Spicy Cheese Puffs
Fast food chains can innovate their menus by incorporating popular snack foods into their dishes, attracting new customers and creating buzz.
CategoryLifestyle
Hash Brown-Stuffed Burritos
This Hybrid Breakfast Wrap Combines Two Dishes into One
Opportunity for fast food chains to capitalize on the demand for hybrid breakfast wraps and expand their breakfast offerings.
CategoryLifestyle
Convenient Buffalo Chicken Wraps
The Trader Joe's Buffalo Chicken Wrap Eliminates Mess On-the-Go
There is an opportunity for companies in the convenience food industry to develop more nutritious and convenient options like the Buffalo Chicken Wrap to cater to busy consumers.
CategoryLifestyle
Cheesy Breakfast Tacos
This Dish Provides a Handheld Breakfast Solution for Consumers on the Go
Fast food chains can capitalize on the growing demand for breakfast options and offer convenient handheld solutions for busy consumers.
