“Raw” cookie dough becomes a food in its own right
Implications - Taking note of consumers’ habit of eating raw cookie dough, brands are turning it into food that is consumable in its own right by offering safe, ready-to-eat cookie dough products. This shift directly responds to a long-established but uncatered-to consumer behaviour, while also coming on the heels of the Instagram-worthy food movement.
Workshop Question - Identify a consumer behaviour within your brand’s area of expertise that your brand does not currently cater to. How could it change that fact?
Trend Themes
1. Safe, Ready-to-eat Cookie Dough Products - Offering safe, ready-to-eat cookie dough products that capitalize on the trend of eating raw cookie dough
2. Plant-powered and Allergen-free Cookie Dough - Creating plant-powered, allergen-free, safe-to-eat cookie dough products that cater to consumers looking for better-for-you alternatives
3. Gourmet and Branded Cookie Dough Desserts - Introducing gourmet and branded cookie dough desserts that offer unique and indulgent flavors
Industry Implications
1. Food and Beverage - The food and beverage industry can explore new varieties of edible cookie dough that cater to consumers' evolving tastes and preferences
2. Packaged Goods - Packaged goods companies can capitalize on consumers' desire for convenience by creating ready-to-eat cookie dough products that are accessible and easy to consume
3. Marketing and Advertising - Marketing and advertising agencies can tap into the trend of edible cookie dough through creative campaigns and influencer partnerships that showcase the variety and versatility of the product
