“Raw” cookie dough becomes a food in its own right
Implications - Taking note of consumers’ habit of eating raw cookie dough, brands are turning it into food that is consumable in its own right by offering safe, ready-to-eat cookie dough products. This shift directly responds to a long-established but uncatered-to consumer behaviour, while also coming on the heels of the Instagram-worthy food movement.
Workshop Question - Identify a consumer behaviour within your brand’s area of expertise that your brand does not currently cater to. How could it change that fact?
Trend Themes
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Safe, Ready-to-eat Cookie Dough Products — Offering safe, ready-to-eat cookie dough products that capitalize on the trend of eating raw cookie dough
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Plant-powered and Allergen-free Cookie Dough — Creating plant-powered, allergen-free, safe-to-eat cookie dough products that cater to consumers looking for better-for-you alternatives
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Gourmet and Branded Cookie Dough Desserts — Introducing gourmet and branded cookie dough desserts that offer unique and indulgent flavors
Industry Implications
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Food and Beverage — The food and beverage industry can explore new varieties of edible cookie dough that cater to consumers' evolving tastes and preferences
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Packaged Goods — Packaged goods companies can capitalize on consumers' desire for convenience by creating ready-to-eat cookie dough products that are accessible and easy to consume
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Marketing and Advertising — Marketing and advertising agencies can tap into the trend of edible cookie dough through creative campaigns and influencer partnerships that showcase the variety and versatility of the product
