Category
Lifestyle
Assisted Choices
Trend cluster
Category
Paired
Consumption
Food brands pair their products with curated music selections.
2.8
Trend score
Trend
What is the Paired Consumption trend?
Paired Consumption: Food and beverage brands are enhancing the consumption experience by pairing their products with musical or auditory selections, which aim to evoke feelings in the customer. By curating musical associations with the products they offer, these brands are able to create more interactive and creative purchase experiences for consumers, at a low cost to the brands themselves.
Insight
The consumer insight behind the Paired Consumption trend
Consumers' appreciation for immersive experiences can be observed in most industries, and pairing a traditional product or purchase journey with an element that's not typically observed alongside it is a simple way that brands accommodate the consumer desire for unique product experiences. The emotions evoked through music, for example, are able to build bonds and familiarity between the brand and the customer–creating more inherently positive associations for consumers that have a long-lasting impact.
Trend themes
Themes within the Paired Consumption trend
Three behaviours holding the trend together01
Multi-Sensory Marketing
Food and beverage brands are enhancing the consumption experience by pairing their products with musical or auditory selections.
02
Branded Podcasts
Retailers are leveraging podcasts as a way to connect with audiences and help brands show up in the right way.
03
Kitchen Music Playlists
Music and recipes go hand-in-hand, especially in enhancing the experience of cooking in the kitchen.
Industry implications
What the Paired Consumption trend means for industry
Where the trend changes the playbookFor
Food and Beverage
By curating musical associations with the products they offer, these brands are able to create more interactive and creative purchase experiences for consumers, at a low cost to the brands themselves.
For
Music and Entertainment
Across the food and beverage industry, brands have been embracing multi-sensory marketing as a way to engage even more of a consumer's senses.
For
Podcasting
Retailers are leveraging podcasts as a way to connect with audiences and help brands show up in the right way.
Workshop question
How could your brand pair music, or another form of creative expression, with its product/service?
Trend signals
Trend signals for Paired Consumption
Trend score 2.8 out of 10, from popularity 50%, activity 25%, freshness 8%.
Popularity50%
Activity25%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Asia-Pacific
Evidence
Examples of the Paired Consumption trend
4 featured examples from Aug 12, 2016 to Dec 31, 2018CategoryLifestyle
Musical Beer Subscriptions
Hurd Delivers 7 Inch Vinyls Paired with Craft Beers
Opportunity to enhance consumer experience and reach new audiences through unique and localized pairings with up-and-coming musicians.
CategoryLifestyle
Meal-Paired Playlists
Kerrygold's 'Music Behind the Recipes' Pairs Music and Recipes
Food and beverage companies can leverage playlists to create unique customer experiences and promote their products in a new way.
CategoryLifestyle
Vodka-Branded Music Podcasts
New Amsterdam Vodka's Branded Podcast Talks about Hip-Hop
Alcohol brands can explore the use of branded podcasts to create engaging content and connect with their customers on a deeper level.
CategoryLifestyle
Auditory Tequila Campaigns
This Herradura Tequila Ad Visualizes the 'Sound of Smoothness'
Herradura's Sound of Smoothness campaign sets itself apart from competitors by creating a multi-sensory marketing approach that appeals to new audiences.
