Category
Lifestyle
Assisted Choices
Trend cluster
Category
Homespun
Confection
Gen X looks for home-style treats for feel-good snacking.
3.5
Trend score
Trend
What is the Homespun Confection trend?
Homespun Confection: Seeking wholesome options to feed their families, Gen X looks for desserts that incorporate the promise of homemade goodness. While we’re seeing a shift in large CPG brands leveraging authentic-feeling packaging and flavor to catch up with this preference, it’s the smaller independent brands that are winning the hearts of this generation. Respecting the hard work that goes into starting a small business, Gen X prefers to support brands they feel truly care about their needs.
Trend themes
Themes within the Homespun Confection trend
Three behaviours holding the trend together01
Homemade Convenience
Brands are creating pre-made mixes and packaged treats that offer a homemade feel for consumers.
02
Small-Batch Production
Consumers are looking to support small independent brands who they believe care about their needs.
03
Simple Ingredients
In response to a growing demand for real ingredients, brands are simplifying their recipes and emphasizing natural, pantry-style ingredients.
Industry implications
What the Homespun Confection trend means for industry
Where the trend changes the playbookFor
Food and Beverage
The food and beverage industry can incorporate homemade convenience through pre-made mixes and simple ingredient lists.
For
Packaging and Design
The packaging and design industry can utilize transparent boxes, rustic aesthetics, and handcrafted details to capture a homemade feel for their clients.
For
Retail
The retail industry can benefit from marketing small-batch, independently owned brands to cater to the growing demand for authentic and unique products.
Workshop question
Where are you in danger of ostracizing your brand from Gen X?
Trend signals
Trend signals for Homespun Confection
Trend score 3.5 out of 10, from popularity 47%, activity 51%, freshness 8%.
Popularity47%
Activity51%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha (not a primary audience)
- Gen Z (not a primary audience)
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Homespun Confection trend
4 featured examples from Aug 16, 2016 to Apr 25, 2017CategoryLifestyle
Homemade Ice Cream Mixes
These Cartons Offer a Variety of Mixes That Can Transform into Ice Cream
Disruptive innovation opportunity: Developing innovative packaging, mixes, and equipment for at-home ice cream making to tap into the growing demand for DIY food experiences.
CategoryMarketing
Festive Gelato Jars
This Holiday 'Fiasco Gelato' Collection Offers a Homemade Aesthetic
Food and beverage companies could create limited-time offerings and experiment with packaging to differentiate themselves in the market.
CategoryLifestyle
Homemade-Inspired Crispy Cookies
Pepperidge Farm Farmhouse Thin & Crispy Cookies are Simple
Food manufacturers can explore the development of clean label products, like Pepperidge Farm Farmhouse Thin & Crispy Cookies, to meet the demands of health-conscious consumers.
CategoryLifestyle
Transparent Boxed Cookies
This Cookie Branding Captures the Product's Homemade Quality
Brands in the food and beverage industry can create unique and authentic packaging for their products.
