# Rustic Cook Consumers adopt "slow" cooking techniques as grilling is seen as a hobby. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Jan 5, 2016 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/rustic-barbecue ## Key Figures - Trend score: 4.5/10 - Evidence articles: 6 ## What is the Rustic Cook trend? **Rustic Cook:** As advanced home cooks search for new ways to prepare traditional dishes, consumers are embracing "slow food" cooking techniques associated with a simpler time. Overall, this progression represents the view of grilling and barbecuing as a hobby, much like coffee, and signals a passion for food that makes preparation, cooking and indulging a pleasurable, all-day activity. As consumers continue to embrace connoisseur culture, individuals are transforming everyday practices into an art form. ## At a Glance - Evidence: 6 featured examples - Articles from: Apr 20, 2014 to Feb 24, 2017 - Published: Jan 5, 2016 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Nostalgia](https://www.trendhunter.com/megatrend/nostalgia) ## Audience - Gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America, South America, Europe ## Themes within the Rustic Cook trend ### Slow Food Movement Consumers are embracing traditional, 'slow' cooking techniques associated with a simpler time, which represents a shift from the view of grilling as a quick meal to one as a pleasurable, all-day activity. ### Eco-Friendly Grilling Many consumers are looking for more sustainable and ecological grilling options, shown by the increasing popularity of grills that use hardwood, which is a renewable energy source, and a preference for more environmentally friendly fuels instead of non-renewable fuels like propane or natural gas. ### Multipurpose Grills Consumers want multipurpose grills that can function as both a barbecue and a fire pit. Innovative designs that combine the functionality of a fire pit and BBQ into one unit make outdoor cooking and entertaining more novel and engaging. ## What the Rustic Cook trend means for industry ### For Outdoor Living Innovative grilling designs are changing the way people entertain outdoors and transforming the outdoor living category as a whole, creating opportunities in the areas of furniture and accessories. ### For Sustainability The trend of eco-friendly grilling creates opportunities in the areas of renewable energy sources, sustainable packaging, and environmentally friendly fuel alternatives. ### For Food and Beverage The increased prominence of food as an art form has revolutionized the food and beverage industry, providing new opportunities for chefs, aspiring foodies, and kitchen accessories designers. ## Workshop question How can your brand embrace the consumer desire for traditions, in today's fast-paced society? ## Trend signals for Rustic Cook Trend score 4.5 out of 10, from popularity 58%, activity 68%, freshness 8%. - Popularity: 58% - Activity: 68% - Freshness: 8% ## Examples of the Rustic Cook trend 6 featured examples from Apr 20, 2014 to Feb 24, 2017. - [Garbage Can Barbecues](https://www.trendhunter.com/trends/pit-barbecue): The Pit Barbecue from Pit Barrel Cooker Co. Resembles a Trash Can (Category: Lifestyle) Implication: The outdoor cooking industry can explore innovative designs for vertical cookers and multi-function cookers to provide better experiences for customers. - [Pyramidal Outdoor Fire Ovens](https://www.trendhunter.com/trends/fire-tower): The Blaze Fire Tower Acts as an Outdoor Fire Pit and Grill (Category: Art & Design) Implication: The multipurpose design of the Blaze Fire Tower offers disruptive innovation opportunities for the outdoor cooking equipment industry. - [Heavy-Duty Argentinian Grills](https://www.trendhunter.com/trends/gaucho-grill): The 'Gaucho Grill' Helps Consumers Cook Argentinian Cuisine (Category: Art & Design) Implication: The rising interest in Argentinian-style grilling creates opportunities for manufacturers and retailers to develop and market specialized outdoor cooking equipment tailored to rep… - [Rustic Cast-Iron BBQs](https://www.trendhunter.com/trends/charcoal-grill): The Landmann Vista Charcoal Grill is Designed for Serious Barbecuers (Category: Art & Design) Implication: The outdoor cooking equipment industry can capitalize on the trend toward rustic cast-iron and porcelain cast-iron grates to offer more durable and unique grilling options. - [Transforming Chimney BBQs](https://www.trendhunter.com/trends/grill-fire-pit): The Aniva Cosa Grill Fire Pit Has a Multifaceted Design (Category: Art & Design) Implication: The Aniva Cosa Grill Fire Pit belongs to the outdoor cooking and grilling industry, but its multi-functionality could inspire new product designs in this sector. - [Hardwood-Burning Barbecues](https://www.trendhunter.com/trends/ecofriendly-grill): This Eco-Friendly Grill Uses Wood as a Renewable Energy Source (Category: Eco) Implication: The Gusto disrupts the traditional BBQ industry by offering an eco-friendly alternative to propane and natural gas grills. ## 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)