# Peppercorn Craze The culinary space is reviving peppercorns in playful new ways. By [Ady Floyd](https://www.trendhunter.com/AdyFloyd), Futurist, VP Innovation Strategy | Published Aug 12, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/peppercorn-craze ## Key Figures - Trend score: 1.7/10 - Evidence articles: 5 ## What is the Peppercorn Craze trend? **Peppercorn Craze:** Brands have taken notice of Gen X and Millennials appetite for spices, and have begun to reinvent the use peppercorn. This classic ingredient can now be found in beers, cheeses and other unique offers that appeal to adventurous eaters. ## The consumer insight behind the Peppercorn Craze trend Gen X and Millennial consumers are novelty-seeking consumers and often attracted to modernized versions of products and services they're used to. This too applies to new uses of familiar ingredients as well, the purchasing of which can act as a signifier to others that they're keeping pace with new products. ## At a Glance - Evidence: 5 featured examples - Articles from: May 29, 2018 to Jul 13, 2019 - Published: Aug 12, 2019 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Peppercorn Craze trend ### Pepper Revival Brands are reinventing the use of peppercorns to appeal to Gen X & Millennial novelty-seeking consumers. ### Hybrid Food & Beverage Brands are launching food products infused with or inspired by alcohol to appeal to drinkers and experimental foodies. ### Sichuan Peppercorn Sichuan peppercorn is emerging as a unique ingredient in both food and beverage industries. ## What the Peppercorn Craze trend means for industry ### For Food & Beverage Brands are innovating in food and beverage industry with new hybrid products and unique ingredients. ### For Alcohol Industry Brands are inspiring innovation in alcohol industry by infusing liquor in various food and beverage products. ### For Fast Food Industry Fast food industry is using unique and novel ingredients like Sichuan peppercorn to appeal to adventurous eaters. ## Workshop question How can you add some spice to a traditional product that your brand offers? ## Trend signals for Peppercorn Craze Trend score 1.7 out of 10, from popularity 28%, activity 16%, freshness 8%. - Popularity: 28% - Activity: 16% - Freshness: 8% ## Examples of the Peppercorn Craze trend 5 featured examples from May 29, 2018 to Jul 13, 2019. - [Cabernet Peppercorn Biscuits](https://www.trendhunter.com/trends/wine-biscuits): Janis & Melanie's Cabernet Wine Biscuits Pair with Salad, Soup & More (Category: Lifestyle) Implication: The trend towards alcohol-infused and hybrid food and beverage mashups creates opportunities for companies in the food and beverage industry to diversify their product portfolio a… - [Peppery Summer Ales](https://www.trendhunter.com/trends/sam-adams-summer-ale): The Sam Adams Summer Ale Boasts Earthy, Citrus and Spicy Notes (Category: Lifestyle) Implication: The beverage industry can explore bold new flavors and ingredients, and also offer reinvented versions of classic flavors, to attract a wider range of consumers. - [Peppercorn-Spiced Chicken Strips](https://www.trendhunter.com/trends/sichuan-hot-chicken): Panda Express is Adding Sichuan Hot Chicken to Its Menu (Category: Lifestyle) Implication: Chance for fast-food chains to introduce their own versions of Nashville hot chicken or incorporate Sichuan flavors into their menu. - [Peppery Gin Spirits](https://www.trendhunter.com/trends/pepper-infused-gin): This Pepper-Infused Gin by Nelson's Gin Features an Up-and-Coming Ingredient (Category: Lifestyle) Implication: Craft distilleries can incorporate timur pepper into their gin and other spirits to offer customers a novel tasting experience. - [Peppery Cottage Cheese Cups](https://www.trendhunter.com/trends/hood-savory-cottage-cheese): Hood's Savory Cottage Cheese Features Four Kinds of Peppercorns (Category: Lifestyle) Implication: Brands and food manufacturers can innovate savory and zesty products such as dips and spreads made from cottage cheese and peppercorn flavors to cater to consumers' preferences. ## 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)