Marshmallow products are elevated into new products to entice adults
Implications - Brands are changing the perception that marshmallows can't be considered "sophisticated" food items by revamping the formats through which these confections are offered. These products cater to adults' occasional desire for indulgent purchases, while simultaneously appealing to them via novelty.
Workshop Question - How could your brand update one of its products/services in a way that provides value to a new consumer segment?
Trend Themes
1. Gourmet Marshmallows - Gourmet marshmallows are elevated with new flavors and formats targeting adults, creating disruptive innovation opportunities in the confectionery industry.
2. Vegan Desserts - Vegan marshmallow products are gaining in popularity and manufacturers have the opportunity to develop new plant-based dessert concepts.
3. Non-melting Treats - Brands are creating non-melting treats that imitate summer favorites like ice-cream, which inspires disruptive innovation opportunities to develop unique and durable food products.
Industry Implications
1. Confectionery Industry - Confectionery brands have the opportunity to create gourmet marshmallows with novel flavors that appeal to adults.
2. Plant-based Food Industry - The plant-based food industry can take advantage of the popularity of vegan marshmallows by developing new dessert concepts.
3. Food Packaging Industry - The food packaging industry could offer solutions to brands that want to create non-melting marshmallow treats with creative forms, colors, and fillings.
