# Performative Culinary Male-hosted YouTube channels guide viewers through extreme recipes. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Jul 28, 2016 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/performative-culinary ## Key Figures - Trend score: 1.4/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Jun 28 to Dec 13, 2016 - Published: Jul 28, 2016 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 70% men, 30% women - Primary generations: Gen Z, Millennial - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Performative Culinary trend ### Performative Culinary Male-hosted competitive eating channels on YouTube create opportunities for brands to tap into unique and niche audiences. ### 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. ### Entertaining Cooking Challenges Cooking humor, like electric shocking recipe videos or cook-offs with toasters, is garnering major attention with younger audiences on YouTube. ## What the Performative Culinary trend means for industry ### For 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 for Performative Culinary Trend score 1.4 out of 10, from popularity 23%, activity 11%, freshness 8%. - Popularity: 23% - Activity: 11% - Freshness: 8% ## Examples of the Performative Culinary trend 5 featured examples from Jun 28 to Dec 13, 2016. - [Soda-Infused Sausages](https://www.trendhunter.com/trends/infused-sausages): This Hot Dog Recipe Uses Mountain Dew Beverage to Unexpected Add Flavor (Category: Lifestyle) Implication: The food and beverage industry can leverage the trend of experimental food combinations to create unique and appealing products. - [Rapper-Made Food Oddities](https://www.trendhunter.com/trends/rapper-action-bronson): Rapper Action Bronson Makes a Deep-Fried Chicken Burger with Ice-Cream (Category: Pop Culture) Implication: 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. - [Bathroom Cooking Videos](https://www.trendhunter.com/trends/cooking-in-the-bathroom): Good Mythical Morning Launched a 'Cooking in the Bathroom Challenge' (Category: Unique) Implication: Disruptive innovation opportunities include developing new and creative challenges for online entertainment platforms. - [Electrifying Cooking Challenges](https://www.trendhunter.com/trends/cooking-challenges): SORTEDfood Challenged Its Chefs to Cook While Wearing Shock Bands (Category: Lifestyle) Implication: Opportunity for cooking brands to create innovative challenges and recipes using unconventional methods. - [Toast Cook-Off Tests](https://www.trendhunter.com/trends/kitchen-challenge): This Kitchen Challenge on YouTube is a Test to Make the Perfect Toast (Category: Lifestyle) Implication: 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… ## 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)