There's no doubt that 'craft' is booming in the food and beverage world. Here at Symrise, we launched an initiative around this to understand the meaning of craft for millennial consumers across the US. We wanted to understand the relevance and perception of craft across a spectrum of key food and beverage categories to ultimately uncover opportunities for innovation.

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With our newly found learnings from our Craft study, we have identified key platforms associated with craft. The Symrise team took it a step further and coordinated a trek of food and non food venues in Brooklyn, NY which resulted in invaluable observations and insights for ideation and creation.

To better understand our Symrise Craft study and to learn more about our Brooklyn Trek, check out the articles below:

How to Position Your Brand in the Craft Artisanal Space

There is no question, craft foods and beverages are popular. From the increase of "small batches", "homemade" products, niche brands in specialty shops to major brands in grocery stores, craft is everywhere. But what does craft in food mean?

Read More at in-sight.symrise.com

Finding Moments of Love and Attention in Craft

Millennials value authenticity and experience, leading them toward artisan and craft goods. Symrise NA engaged with Millennials to better understand the meaning of "craft." We discovered that it was a multi-dimensional concept answering personal and social needs including the powerful need for love.

Read More at in-sight.symrise.com

How Positive Obsession Fuels the Creation of Craft Foods

Millennials value authenticity and experience, leading them toward artisan and craft goods. Symrise NA engaged with Millennials to better understand the meaning of "craft." We discovered that it was a multi-dimensional concept answering personal and social needs as well as societal impulses, specifically obsession that facilitated passion, learning, promotion and participation.

Read More at in-sight.symrise.com

How Craft Products Offer Opportunities to Encourage Sharing

Millennials value authenticity and experience, leading them toward artisan and craft goods. Symrise NA engaged with Millennials to better understand the meaning of "craft." We discovered that it was a multi-dimensional concept answering personal and social needs that is fueled by the human desire to share and help others through sharing.

Read More at in-sight.symrise.com

How to Unlock the Carefully Chosen Elements of Craft That Will Help Your Brand

Millennials value authenticity and experience, leading them toward artisan and craft goods. Symrise NA engaged with Millennials to better understand the meaning of "craft."

Read More at in-sight.symrise.com

How to Apply 3 Symbols of Maturity to Create Craft Products

Millennials value authenticity and experience, leading them towards artisan and craft products. The trend that started in the beer category is today spreading across other beverage segments and beyond. Symrise NA engaged with Millennials across the U.S. to better understand the meaning of "craft".

Read More at in-sight.symrise.com

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