As food and drink brands continue their innovation with the pink ‘instagrammable’ color, we explore what makes this trend so popular.
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Factors driving its expansion include how it is viewed as a feminine hue that can be used across various product categories including cake decorating supplies or kitchenware sets for baking enthusiasts alike.
In 2017-2018, the popularity of rosé wine and pink gin were on a real upswing. This is because in that same time period we saw bright colors like these start to take off thanks to social media's influence.
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As outlined by Mintel’s 2016 Global Food and Drink trend ‘Eat with Your Eyes’, brightly coloured food and drink tend to appeal to younger consumers, especially Generation Z (up to age 24) and younger Millennials (aged 25-31).
As Nathalie Pauleau, global product manager for natural colours at Givaudan, said "Food that is attractive and exciting is a win. Vibrant colours attract attention and help manufacturers differentiate their products.
Social media sharing is also an important channel to promote products to a wider audience and build loyalty.
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