Dieuwertje Raaijmakers, Marketing Communications Specialist at EXBERRY® by GNT, explains how colour can help manufacturers tap into a growing trend for shared food and drink experiences.
At a time of instability and isolation, people all over the world are increasingly coming together through consumption. They’re using food and drink as a force for connection, cultural exploration, care and creativity – sparking moments of joy and escapism through shared experiences.
Gather Together, the new research project from EXBERRY® by GNT, shows how colour can help manufacturers create products that resonate in this new era.
Developed alongside research agency FranklinTill, Gather Together lifts the lid on emerging consumer behaviours and provides practical advice on using colour to help create the experiences that consumers crave.
This feature focuses on two of the four new trend directions we have identified in line with this movement. It also explores their associated colour palettes and provides concept inspiration to show how our plant-based EXBERRY® colours can bring them to life.
JOYFUL UNITY
- Understanding the trend: People are gathering within their community to cook and eat together, using food as a form of care and connection to unite consumers of different ages, economic backgrounds and beliefs. Joyful Unity can be seen in the rise of community bakeries and canteens as well as social events such as cake picnics and food-powered creative workshops.
- Key colours: The colours of Joyful Unity evoke simple, seasonal, soul-soothing meals and drinks. They include the warm, rich reds and pinks seen in sun-dried tomatoes, beetroot and peppers, the bright greens of spinach and okra, and the comforting browns and beiges of baked goods such as golden challah and salted pretzels.
- Concept inspiration: Tap into the trend with products ranging from sourdough breads coloured with nutritious root-vegetable colours and tomatoes through to yoghurt drinks with vegetable flavours and rich greens, reds and pinks.
CULTURAL CELEBRATION
- Understanding the trend: People are finding joy and comfort in regional dishes and ingredients tied to their roots, helping them come together to share flavours and family recipes. The Cultural Celebration trend is most strongly associated with Southeast Asian cuisine but it’s also emerging among African and Latin American diaspora and beyond.
- Key colours: This palette is inspired by traditional regional foods and hyper-niche flavours. It includes bold, energetic, saturated colours drawn from ingredients such as spiced marigold, hibiscus-glazed red, burnt persimmon and plum. It also features sun-ripened and intense yellow and orange tones as well as the deep, warm yellow-toned and herbal greens of curry leaves and chillies.
- Concept inspiration: Ideas could include crumbly coconut and rice flour confectionery with tropical fruit flavours and bright pinks, oranges and yellows. In the beverage space, manufacturers might develop boldly coloured RTD bubble teas and juices with tapioca pearls, fruit jellies and tropical fruit flavours.
Innovate with GNT
Gather Together isn’t simply a new colour trend. It’s about using colour, flavour and texture to create experiences that inspire moments of connection.
GNT isn’t simply a plant-based colour supplier either. We partner with our customers to turn behavioural insights into innovative concepts that can truly capture the zeitgeist.
Whether you’re developing confectionery, baked goods, beverages or dairy products, we’ll collaborate with you to find an idea that works for your brand and your market. Together, we can develop innovative food and drink that taps into consumers’ growing desire to gather together.
To learn more about Gather Together and the four trend directions, visit: https://exberry.com/en/gather-together-color-trends
