# Homespun Confection Gen X looks for home-style treats for feel-good snacking. 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/homespun-confection ## Key Figures - Trend score: 3.5/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Aug 16, 2016 to Apr 25, 2017 - Published: Apr 27, 2017 - Patterns: [Reduction](https://www.trendhunter.com/pattern/reduction), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Instant Entrepreneurship](https://www.trendhunter.com/megatrend/instant-entrepreneurship), [Nostalgia](https://www.trendhunter.com/megatrend/nostalgia), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen X - Top markets: North America ## Themes within the Homespun Confection trend ### Homemade Convenience Brands are creating pre-made mixes and packaged treats that offer a homemade feel for consumers. ### Small-Batch Production Consumers are looking to support small independent brands who they believe care about their needs. ### Simple Ingredients In response to a growing demand for real ingredients, brands are simplifying their recipes and emphasizing natural, pantry-style ingredients. ## What the Homespun Confection trend means for industry ### For 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 for Homespun Confection Trend score 3.5 out of 10, from popularity 47%, activity 51%, freshness 8%. - Popularity: 47% - Activity: 51% - Freshness: 8% ## Examples of the Homespun Confection trend 4 featured examples from Aug 16, 2016 to Apr 25, 2017. - [Homemade Ice Cream Mixes](https://www.trendhunter.com/trends/ice-cream-mix): These Cartons Offer a Variety of Mixes That Can Transform into Ice Cream (Category: Lifestyle) Implication: 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. - [Festive Gelato Jars](https://www.trendhunter.com/trends/fiasco-gelato): This Holiday 'Fiasco Gelato' Collection Offers a Homemade Aesthetic (Category: Marketing) Implication: Food and beverage companies could create limited-time offerings and experiment with packaging to differentiate themselves in the market. - [Homemade-Inspired Crispy Cookies](https://www.trendhunter.com/trends/crispy-cookies): Pepperidge Farm Farmhouse Thin & Crispy Cookies are Simple (Category: Lifestyle) Implication: 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. - [Transparent Boxed Cookies](https://www.trendhunter.com/trends/boxed-cookies): This Cookie Branding Captures the Product's Homemade Quality (Category: Lifestyle) Implication: Brands in the food and beverage industry can create unique and authentic packaging for their products. ## 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)