Novel dining experiences incorporate traditionally disgusting ingredients
Implications - In the food industry, the gourmet category has long represented the avant-garde edge, pushing boundaries wherever possible. But as foodie-ism has exploded among consumers, the average eater has been exposed to far more cuisines, delicacies, and flavors than in years past. To surmount those jaded tastes, brands have crafted delicious gourmet dishes out of traditionally disgusting, unappetizing ingredients and features. As consumers use social media and the internet to gain access to broader swaths of a given industry, brands need to subvert norms to remain interesting and appealing.
Workshop Question - How could your brand repackage a traditionally unappealing aspect of your category to appeal to jaded consumers?
Trend Themes
1. Novelty Gourmet - As individuals become more exposed to different cuisines and flavors, gourmet brands are resorting to twisted, uncommon ingredients and features to sustain interest.
2. Detoxifying Trends in Food - The use of activated charcoal, a well-known detoxifying element, in food items and beverage creates opportunities for businesses to provide healthier and more visually pleasing alternatives to traditional dishes.
3. Alternative Protein Sources - Insect-based cuisine is emerging as a source of environmentally friendly protein, with bug-infused dishes and snack products including cricket jerky becoming more palatable in Western cuisine.
Industry Implications
1. Food and Beverage - The gourmet and health food sectors are introducing uncommon ingredients and alternative sources of protein to stay unique and interesting.
2. Technology and E-commerce - E-commerce websites and social media platforms have enabled consumers to be more knowledgeable, and thereby more receptive, of unconventional gastronomic experiences.
3. Fashion and Lifestyle - The influence of unconventional and bizarre foods has made its way to the fashion and lifestyle sectors, with stores selling insect-based products appealing to eco-friendly consumers.
