Novel and Experimental – Consumer TrendSights Analysis, 2023
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Novel and Experimental – Consumer TrendSights Report Overview
Novel & experimental is a trend in GlobalData’s TrendSights framework, under the sensory & indulgence mega-trend. Aligning with demand for experiences and sensations has been a key driver for the trend. Most categories in packaged consumer goods, foodservice, and retail are showing growth in the Novel & Experimental trend. During 2018-2022, food received the most revenue from trend investment and non-alcoholic beverages showed the highest growth.
The “Novel and Experimental” consumer trendsights research report provides an analysis of what the trend is, why it is important, and who is most influenced by it. It also provides insights on how brands and manufacturers can capitalize. The research concludes by identifying where the trend is heading next and how long it will last.
TrendSights: Novel and Experimental
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Key Trend Drivers | • Product and Cuisine Exploration
• Bored of Traditional Flavors and Fragrances • Globalization • Digital Lifestyle |
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Novel and Experimental Trendsights - Importance
A notable proportion of consumers globally are actively seeking unusual flavors. Moreover, with the rise in multicultural societies, consumers are being exposed to a wider variety of ingredient choices. This is a vital driver for consumers to try novel textures and flavors. In addition, curiosity among consumers is also built from reading about emerging ingredient trends online.
Key Trend Drivers of the Novel and Experimental Trendsights
The key trend drivers of novel and experimental are product and cuisine exploration, boredom toward of traditional flavors and fragrances, globalization, and digital lifestyle.
Bored of traditional flavors and fragrances: A notable proportion of consumers globally are actively seeking unusual flavors and smells. This demonstrates that consumers are bored of traditional flavored and fragranced products and are influenced by more unusual combinations.
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Novel and Experimental Trendsights – Innovations by Brands
Global brands in many sectors are addressing the trend of “novel and experimental” in multiple ways. For instance, brands are engaging with consumers with unusual flavor combinations. Many popular brands are also providing unique products through visual and textual experiences.
FritoLay, Doritos Cup Style tortilla chips, Japan: These corn-based tortilla chips offers consumers a novel experience through its three-dimensional dough. The S-curled sticks give the chips a different textural sensation, as the multi-textured layers give the snack a smokier taste compared to the original range. The cup-style product range does not have unusual flavors but the brand’s claim that the different texture would especially intrigue consumers seeking sensory experiences.
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Novel and Experimental Trendsights – Future Outlook
Most categories are expected to witness trend growth. Opportunity in this trend will especially be high for non-alcoholic drinks, as key industry players, such as Coca-Cola, have shown long-term investments in novel experiences. The food category gains the most revenue from the trend and shows signs of steady innovation growth. In addition, alcoholic drinks, personal care, foodservice, retail, children’s products, and household care are expected to have opportunistic growth, to align with consumer interest in culture experimentation.
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Scope
“Novel & Experimental” is one of the 63 sub-trends that GlobalData covers as part of our TrendSights series of Consumer Insight studies. The analysis covers what the trend is, why it is important, who is most influenced by it, and how brands and manufacturers can capitalize. The research concludes by identifying where the trend is heading next and how long it will last.
Key Highlights
- Consumers are exposed to a wider variety of ingredient choices due to living in a more multi-cultural society. This is a vital driver for consumers to try novel textures and flavors.
- Most categories in packaged consumer goods, foodservice, and retail are showing growth in the Novel & Experimental trend.
- During 2018-22, food received the most revenue from trend investment and non-alcoholic beverages showed the highest growth.
Reasons to Buy
- Consider emerging opportunities and threats in the fast-moving consumer goods market and gain insight into potential future consumer behavior.
- Identify interesting new and emerging concepts, products, and ideas on offer in retail, foodservice, online spaces, and beyond.
- Understand how new concepts and ideas fit into-or challenge-current consumer trends.
- Gain insight and inspiration for innovation programs and new product development.
Häagen-Dazs
Fanta
Crest Advanced Kid's
FritoLay
Meiji Stylish
Table of Contents
Frequently asked questions
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What is the key driver for the Novel & experimental trend?
Aligning with demand for experiences and sensations has been a key driver for the Novel & experimental trend.
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What are the key novel and experimental trend drivers?
The key trend drivers of novel and experimental are the product and cuisine exploration, bored of traditional flavors and fragrances, the globalization, and digital lifestyle.
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How are brands addressing the trend of “novel and experimental”?
Global brands in many sectors are addressing the trend of “novel and experimental” in multiple ways by engaging with consumers with unusual flavor combinations and providing unique products through visual and textual experiences.
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