Key takeaways

Consumers are once again hungry for, and feel able to spend on, exhilarating and unusual experiences which enrich their everyday lives, and provide an antidote to the pressures of modern living.

…Offer consumers more than just a taste experience? Could your product transport a consumer away from the everyday for a moment?

…Incorporate novelty and a playful twist into a product, to engage and surprise a consumer?

Overview of the sub-trends 

 

How is this trend playing out in Ireland/GB?

Relevance in Ireland

…photo-sharing mobile platform Instagram is growing more quickly than Twitter in user numbers, and 23% of those users photograph and share their food as part of a photoblog/culinary diary. #food is one of the most popular hashtags of the Irish Instagram world.

A more positive financial outlook increases consumer likelihood to pay a premium for moments of fun and experimental sensations, and on a more regular basis

Relevance in GB

…consumers lack headspace, and rank energy as the most valuable human resource (above money, time, space and information). Enjoyable experiences that transport a consumer away from their busy schedule and reenergise them are therefore increasingly sought after.

They are also more likely to treat themselves to little luxuries and trips out; 47 million more visits were made to fast casual dining chains in 2014 than in 2011 in the UK.

How dynamic are the sub-trends?

Thought-starters: How could you…?

…leverage the heritage or the more indulgent aspects of a product to evoke a sense of nostalgia and comfort?

…Offer consumers more than just a taste experience? Could your product transport a consumer away from the everyday for a moment?

…Incorporate novelty and a playful twist into a product, to engage and surprise a consumer?