Category
Lifestyle
Assisted Choices
Trend cluster
Category
Informative
Foodie
Pop-up spaces adopt educational food-related models.
4.9
Trend score
Trend
What is the Informative Foodie trend?
Informative Foodie: Brands are utilizing the interactivity of educational sessions with the experiential qualities of pop-up spaces, and are creating short-term food-related activations as a result. This shift is able to create deep connections between the brand and the consumer, in its ability to inform rather than just market the products or brands in question.
Trend themes
Themes within the Informative Foodie trend
Three behaviours holding the trend together01
Pop-up Food Education
Brands are blending education and experiential qualities of pop-up spaces to create food-related activations that inform and connect with consumers.
02
Empowering Culinary Startups
Nonprofits like Farming Hope are leveraging job training in the culinary industry to empower homeless communities to share their gifts, talents and value through food.
03
Meal Kit Pop-Ups
Meal kit companies like Blue Apron are adopting the brick-and-mortar model to offer consumers unique, interactive experiences and merchandise.
Industry implications
What the Informative Foodie trend means for industry
Where the trend changes the playbookFor
Food and Beverage Industry
Customer education and empowerment through informative, immersive experiences will create deep connections between brands and consumers.
For
Non-Profit/Civic Industry
Communities are leveraging food and culinary training to empower homeless and marginalized individuals thereby supporting social and economic development in the food industry.
For
Retail Industry
The integration of educational and experiential activations through pop-up shops provides a unique way to engage with consumers and create memorable brand-consumer relationships.
Workshop question
How can your brand better strengthen consumer interest or loyalty?
Trend signals
Trend signals for Informative Foodie
Trend score 4.9 out of 10, from popularity 77%, activity 63%, freshness 8%.
Popularity77%
Activity63%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Informative Foodie trend
4 featured examples from Apr 28 to Jun 6, 2018CategoryLifestyle
Meal Kit Pop-Up Shops
The Blue Apron Unboxed Pop-up is Open in NYC
Meal kit companies like Blue Apron can leverage the pop-up shop trend to differentiate themselves from competitors and build brand loyalty through unique in-person experiences.
CategorySocial Good
Empowering Culinary Startups
Farming Hope Offers Opportunity for the Homeless to Better Land Jobs
Disruptive innovation opportunity: Leveraging technology and new business models to improve the impact and scalability of nonprofit organizations working towards empowering margin…
CategoryMarketing
Globally Inspired Rice Pop-Ups
The 'Tilda Rice-taurant' Offers a World of Meal Inspiration
The food and beverage industry can utilize globally inspired rice meal ideas to spice up their menus and attract diverse customers.
CategoryLifestyle
Grain-Based Grocery Pop-Ups
The Grain & Graze Pop-Up Celebrates Pulses, Seeds, Nuts and More
Opportunity for grocery store chains to collaborate with brands and create pop-up spaces to promote and sell their products.
