You've certainly heard of craft food & beverage, but what does it mean? Increasingly prominent within the food and beverage realm, craft artisanal products are largely sought out by millennial consumers.

To fully understand exactly what craft means, Symrise conducted an in-depth study with millennials across the US. From consumer research to immersive food treks, our study resulted in a series of new concepts built around artisanal food and drink.

In the infographic below, Symrise unveils some of the key findings from our research. Ultimately, we’ve discovered that the meaning of craft is a multi-dimensional concept that neither consumers nor experts define in a singular way.

Interested in learning more about our craft study? CLICK HERE to download our eBook!