Category
Lifestyle
Assisted Choices
Trend cluster
Category
Performative
Culinary
Male-hosted YouTube channels guide viewers through extreme recipes.
1.4
Trend score
Trend
What is the Performative Culinary trend?
Performative Culinary: As consumers become more accustomed to discovering food and beverage innovations from a variety of digital resources, in particular, male-hosted cooking videos on YouTube that speak to the culture of "competitive eating" are making a splash online. This progression demonstrates the far-reaching nature of the YouTube platform and highlights the opportunity for brands to tap into seemingly niche but increasingly relevant audiences.
Trend themes
Themes within the Performative Culinary trend
Three behaviours holding the trend together01
Performative Culinary
Male-hosted competitive eating channels on YouTube create opportunities for brands to tap into unique and niche audiences.
02
Weird and Unconventional Food
Millennials and Gen-Z crave odd and unconventional food items, thus giving chefs opportunities to promote unique recipes, showcasing them on social media platforms.
03
Entertaining Cooking Challenges
Cooking humor, like electric shocking recipe videos or cook-offs with toasters, is garnering major attention with younger audiences on YouTube.
Industry implications
What the Performative Culinary trend means for industry
Where the trend changes the playbookFor
Food and Beverage
Fast-casual dining innovators should consider promoting online videos as a strategic marketing approach for their emerging food brands.
For
Entertainment
Content creators and marketers should look to social media platforms and food festivals as a means to share videos and pictures of their latest product lines.
For
Social Media
Community builders and digital marketing specialists alike can use viral videos to attract audiences and build brand loyalty online.
Workshop question
What are the outliers of your industry doing and how can you draw inspiration from their influence?
Trend signals
Trend signals for Performative Culinary
Trend score 1.4 out of 10, from popularity 23%, activity 11%, freshness 8%.
Popularity23%
Activity11%
Freshness8%
Audience
70%Men
30%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Performative Culinary trend
5 featured examples from Jun 28 to Dec 13, 2016CategoryLifestyle
Soda-Infused Sausages
This Hot Dog Recipe Uses Mountain Dew Beverage to Unexpected Add Flavor
The food and beverage industry can leverage the trend of experimental food combinations to create unique and appealing products.
CategoryPop Culture
Rapper-Made Food Oddities
Rapper Action Bronson Makes a Deep-Fried Chicken Burger with Ice-Cream
The culinary arts industry can embrace unconventional food items and experiment with unique flavors to cater to the growing demand of Millennials and Gen-Z.
CategoryUnique
Bathroom Cooking Videos
Good Mythical Morning Launched a 'Cooking in the Bathroom Challenge'
Disruptive innovation opportunities include developing new and creative challenges for online entertainment platforms.
CategoryLifestyle
Electrifying Cooking Challenges
SORTEDfood Challenged Its Chefs to Cook While Wearing Shock Bands
Opportunity for cooking brands to create innovative challenges and recipes using unconventional methods.
CategoryLifestyle
Toast Cook-Off Tests
This Kitchen Challenge on YouTube is a Test to Make the Perfect Toast
Restaurants, cafes and culinary schools could join the movement and create learning opportunities to teach customers, students or clients how to prepare simple dishes such as toas…
