Consumers are pressed for time and looking for shorter, bite-sized experiences. Smaller and shorter versions of products make them more affordable and more appealing. Media and tech are major growth drivers of this trend. By enabling consumers to get just what they need, bite-sized is extending to all areas of life. In media, we have Twitter and on-demand video. In food, we have tapas and small, bite-sized snacks and in travel, we have mini excursions and flexible hotel stays.
Novelty, change and experience are driving the consumer’s desire for bite-sized. Time-starved consumers crave experimental, temporary, ephemeral experiences. Cramming more into a shorter time frame is increasingly expected. Streamlined, mini varieties, with low to no learning curve, appeal to consumers pressed for time. Brands who can make light, on-demand, modular or hyper-personalized versions will find new ways to reach consumers. From last-minute travel to learning new skills, there are openings among consumers who are curious, but would not otherwise put in their time or effort.
Source: Consumer Trend: “Bite-Sized” Experiences. (December 2013). CMI Online.