Category
Lifestyle
Assisted Choices
Trend cluster
Category
Upcycled
Barley
Spent grain leftover from barley is being re-used in alternative products.
4.4
Trend score
Trend
What is the Upcycled Barley trend?
Upcycled Barley: Brands are now upcycling the waste created by using barley by making new products with leftover spent grains. Products in this space include everything from alternative milks to small pieces of furniture.
Insight
The consumer insight behind the Upcycled Barley trend
Upcycling is increasingly common as more consumers demand that brands are held responsible for the waste they contribute to the environment. Ensuring products are part of the circular economy helps build trust between the brand and the consumer.
Trend themes
Themes within the Upcycled Barley trend
Three behaviours holding the trend together01
Upcycling
Brands are focusing on upcycling waste to create new products, building the trust between the brand and customers by promoting a circular economy.
02
Circular Economy
Efforts towards closing the loop by reusing/recycling waste products and creating a less wasteful approach to production are becoming increasingly popular.
03
Sustainability-Focused
Brands are becoming more focused on embracing new technologies and materials to reduce waste and reduce their carbon footprint, with a focus on creating sustainable products.
Industry implications
What the Upcycled Barley trend means for industry
Where the trend changes the playbookFor
Beverage Industry
With the Upcycled Barley trend, beverage industry professionals could focus on creating sustainable by-products or find innovative ways of reusing ingredients, potentially gaining a competitive advantage.
For
Retail and E-Commerce Industry
The Circular Economy trend offers huge opportunities to build competitive advantage in the retail and e-commerce industry, for brands who focus on creating sustainable, reusable products.
For
Hospitality Industry
The shift towards Sustainable Bar Concepts provides innovative ways for the hospitality industry to reduce their carbon footprint and waste, while promoting sustainable practices to consumers.
Workshop question
How could your brand better align with the circular economy?
Trend signals
Trend signals for Upcycled Barley
Trend score 4.4 out of 10, from popularity 66%, activity 55%, freshness 10%.
Popularity66%
Activity55%
Freshness10%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Upcycled Barley trend
4 featured examples from Jun 12, 2020 to Oct 1, 2021CategoryLifestyle
Upcycled Barley Milks
Take Two Foods' Barleymilk is Made with Barley Leftover from Beer-Brewing
Businesses in this industry can explore upcycling waste ingredients to create new, innovative products, like Take Two Foods' Barleymilk.
CategoryLifestyle
Barley-Based Milk Alternatives
Take Two Introduces the Eco-Friendly 'Barista Barleymilk'
The growing demand for non-dairy milk options makes barley-based milk a disruptive innovation in the plant-based milk industry.
CategoryEco
Barley Waste Pedestals
This Four-Tier Plinth Commissioned by Heineken Repurposes Leftover Barley
The brewing industry can explore using their waste products, such as leftover barley, to create innovative and sustainable products.
CategoryEco
Sustainable Bar Concepts
The Heineken Greener Bar Saves Energy and Water and Reduces Waste
The hospitality industry can benefit from adopting sustainable bar concepts to reduce waste and conserve resources while providing an exceptional experience for their customers.
