# Paired Consumption Food brands pair their products with curated music selections. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jan 2, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/paired-consumption ## Key Figures - Trend score: 2.8/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Aug 12, 2016 to Dec 31, 2018 - Published: Jan 2, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Curation](https://www.trendhunter.com/megatrend/curation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Asia ## Themes within the Paired Consumption trend ### Multi-Sensory Marketing Food and beverage brands are enhancing the consumption experience by pairing their products with musical or auditory selections. ### Branded Podcasts Retailers are leveraging podcasts as a way to connect with audiences and help brands show up in the right way. ### Kitchen Music Playlists Music and recipes go hand-in-hand, especially in enhancing the experience of cooking in the kitchen. ## What the Paired Consumption trend means for industry ### For 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 for Paired Consumption Trend score 2.8 out of 10, from popularity 50%, activity 25%, freshness 8%. - Popularity: 50% - Activity: 25% - Freshness: 8% ## Examples of the Paired Consumption trend 4 featured examples from Aug 12, 2016 to Dec 31, 2018. - [Musical Beer Subscriptions](https://www.trendhunter.com/trends/hurd): Hurd Delivers 7 Inch Vinyls Paired with Craft Beers (Category: Lifestyle) Implication: Opportunity to enhance consumer experience and reach new audiences through unique and localized pairings with up-and-coming musicians. - [Meal-Paired Playlists](https://www.trendhunter.com/trends/music-and-recipe): Kerrygold's 'Music Behind the Recipes' Pairs Music and Recipes (Category: Lifestyle) Implication: Food and beverage companies can leverage playlists to create unique customer experiences and promote their products in a new way. - [Vodka-Branded Music Podcasts](https://www.trendhunter.com/trends/new-amsterdam-vodka): New Amsterdam Vodka's Branded Podcast Talks about Hip-Hop (Category: Lifestyle) Implication: Alcohol brands can explore the use of branded podcasts to create engaging content and connect with their customers on a deeper level. - [Auditory Tequila Campaigns](https://www.trendhunter.com/trends/herradura-tequila): This Herradura Tequila Ad Visualizes the 'Sound of Smoothness' (Category: Lifestyle) Implication: Herradura's Sound of Smoothness campaign sets itself apart from competitors by creating a multi-sensory marketing approach that appeals to new audiences. ## 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)