Category
Lifestyle
Assisted Choices
Trend cluster
Category
Upcycled
Premium
Upcycled food and beverage products are marketed as upscale and aspirational.
5.8
Trend score
Trend
What is the Upcycled Premium trend?
Upcycled Premium: In response to consumer demand for more sustainable options that align with their values, food and beverage brands are launching products that prominently feature "upcycled" ingredients. What makes more recent iterations of these products different is that these products are being marketed as premium alternatives to less sustainable options.
Insight
The consumer insight behind the Upcycled Premium trend
As consumers have become better educated about the ecological impact of their choices, many are willing to pay more for products that allow them to live in alignment with their values. Increasingly, many see the ability to afford to do so as being highly aspirational, even when these products include the use of "waste" materials.
Trend themes
Themes within the Upcycled Premium trend
Three behaviours holding the trend together01
Upcycled Ingredients
Brands are launching products that prominently feature upcycled ingredients in response to consumer demand for more sustainable options that align with their values, and marketing them as premium alternatives to less sustainable options.
02
Nutrient-Dense Plant-Based Foods
Food brands are using otherwise wasted ingredients to make nutritious plant-based foods that are equally beneficial for people as for the planet.
03
Turning Food Waste Into Snacks
Brands are reducing food waste by creating snacks from ingredients that would otherwise be thrown away, such as juice pulp and repurposed waffle pieces.
Industry implications
What the Upcycled Premium trend means for industry
Where the trend changes the playbookFor
Food and Beverage
This industry is at the forefront of using upcycled ingredients and creating nutritious plant-based foods from wasted ingredients.
For
Sustainability
Reducing food waste is a key aspect of sustainability, and these trends for upcycled ingredients and creating snacks from wasted materials demonstrate how brands can contribute to a more sustainable future.
For
Packaging
Creating food products from ingredients that would otherwise be wasted can also bring opportunities for more sustainable packaging solutions, such as using biodegradable materials.
Workshop question
How could your brand make sustainable choices feel more appealing to consumers?
Trend signals
Trend signals for Upcycled Premium
Trend score 5.8 out of 10, from popularity 84%, activity 74%, freshness 16%.
Popularity84%
Activity74%
Freshness16%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Upcycled Premium trend
10 featured examples from Apr 14, 2021 to Sep 3, 2023CategoryEco
Upcycled Pancake Mixes
Otherworld's Plant-Based Pancakes & Waffles are Stacked with Nutrients
Food manufacturing companies can create upcycled food products, plant-based convenience foods and clean label products to meet evolving consumer preferences.
CategoryEco
Upcycled Dried Fruit Snacks
The Ugly Company Boats Healthy Recipes That Curb Food Waste, as Well
There is a growing demand for sustainable, non-GMO, and upcycled food products.
CategoryEco
Upcycled Veggie Chips
Pulp Pantry's Pulp Chips Reuse Cold-Pressed Juice Pulp
Innovative products like Pulp Chips offer opportunities for companies in the food and beverage industry to explore new ways of reducing waste and creating sustainable products.
CategoryEco
Upcycled Ingredient Cookies
Fancypants Baking Co. Created a Line of Cookies to Reduce Food Waste
The food and beverage industry has the opportunity to reduce waste and improve sustainability by incorporating upcycled ingredients in their products, as demonstrated by Fancypant…
CategoryEco
Upcycled Dutch-Style Cookies
Belgian Boys' Stroopwafels are Made with Repurposed Waffle Pieces
There is room for innovative and sustainable food production methods that take into account environmental and nutritional concerns.
CategoryEco
Upcycled Oat Protein Cereals
Seven Sundays & SunOpta Created a Cereal Line with OatGold
Food and beverage companies could incorporate upcycled ingredients and plant-based proteins to generate sustainable and innovative product lines.
CategoryEco
Regenerative Organic Coffees
Heirloom Coffee, a Sustainable Brand, Has a Roastery in Oakland
The coffee industry can explore disruptive innovation opportunities by adopting regenerative practices and focusing on ethical manufacturing methods to create sustainable products.
CategoryLifestyle
Upcycled Berry Butters
The Limited Edition Omakase Berry Butter Launched in Time for Fall
The food and beverage industry can leverage upcycling food waste and chef-created, zero-waste provisioning techniques to create sustainable products and minimize waste.
CategoryEco
Avocado Coffee Jar Lids
These Coffee Lids Make Use Of Biodegradable Avocado Pits
The coffee packaging industry can explore the use of biodegradable materials, such as avocado pits, for lids and other packaging components.
CategoryLifestyle
Beanless Cold Brews
Minus Coffee's Bean-Free Coffee is Made with Seeds, Roots & Legumes
The coffee industry can explore the use of alternative ingredients and innovative brewing methods to capitalize on the trend towards beanless coffee.
