Category
Lifestyle
Portable Mornings
Trend cluster
Category
Watermelon
Substitute
Chefs are using watermelon to substitute meat & fish in novelty dishes.
4.7
Trend score
Trend
What is the Watermelon Substitute trend?
Watermelon Substitute: Culinary experts are expanding their plant-based menu options by introducing roasted and seasoned watermelon to their recipes as a substitute for meat or tuna. With an emphasis on texture and appearance, the use of watermelon as an alternative is mostly offered for a limited-edition run or as a secret menu item, as restaurants try to capitalize on its novelty.
Insight
The consumer insight behind the Watermelon Substitute trend
Consumers are delighted when they are met with creativity from the culinary industry, especially when the products are exciting and accommodating. While outlandish combinations make for an entertaining experience, many offerings in this space are invented to suit specific dietary restrictions. The diversity here does not only spike curiosity in consumers, but it also allows them to feel more included.
Trend themes
Themes within the Watermelon Substitute trend
Three behaviours holding the trend together01
Plant-Based Alternatives
Restaurants are using watermelon as a vegan alternative to meat and fish dishes.
02
Innovative Culinary Experiences
Culinary experts are introducing novel substitutes and plant-based ingredients to their menus to offer creative dining experiences.
03
Texture and Appearance Emphasis
By putting emphasis on the visual aspect of the dishes and the comparable texture, new products are introduced to mimic meat with inventive substitutes like watermelon.
Industry implications
What the Watermelon Substitute trend means for industry
Where the trend changes the playbookFor
Food Service Industry
Plant-based and vegan options are evolving at an unprecedented rate as the food industry seeks to expand its offerings for the diverse customers and maintain its innovative edge.
For
Plant-based Meat Industry
The trend towards plant-based alternatives and substitutes to meat and animal products is driving the development of new plant-based meat alternatives for consumers.
For
Agriculture Industry
As demand for non-meat products continues to grow rapidly and consistently, the innovation of new plant-based products puts pressure on farmers and food producers to adapt to the new market trends and changing needs of consumers.
Workshop question
What limited product/activation would be successful in spiking the curiosity in your consumer base?
Trend signals
Trend signals for Watermelon Substitute
Trend score 4.7 out of 10, from popularity 78%, activity 54%, freshness 9%.
Popularity78%
Activity54%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Watermelon Substitute trend
4 featured examples from Jan 8 to Jan 21, 2020CategoryBusiness
Plant-Based Tuna Alternatives
Island Poké Uses Watermelon to Mimic the Texture & Taste of Sashimi
The food and beverage industry could explore new opportunities in developing innovative plant-based alternatives.
CategoryLifestyle
Spicy Watermelon Steaks
TGI Fridays is Introducing a Meatless Steak for Veganuary
Restaurants that offer creative plant-based options can attract a wider range of customers, including vegans, vegetarians, and those looking to reduce meat intake.
CategoryUnique
Fruit-Derived Vegan Tuna
Wagamama Creates a Vegan-Friendly Tuna Dish by Using Watermelon
Food manufacturers can explore the potential of using fruit-derived ingredients for meat substitutes and other plant-based products.
CategoryUnique
Off-the-Menu Watermelon Hams
Ducks Eatery Has Stirred Up a Frenzy with This Unexpected Dish
Opportunities for restaurants and food companies to create buzz and differentiate themselves through innovative and eye-catching food items.
