‘Home-made’ – where old meets new: A Kickstarter insight

Innovation rarely answers a truly new need – rather it improves the way existing needs are met. Kickstarter is a great place to uncover those ‘new ways of doing’. We use Crowdsight to analyse crowdfunding sites and understand those ‘new ways of doing’.

One of the strongest trends in food currently is ‘home-made’ and ‘home-crafted’. There is a growing desire by consumers to put their own stamp on the food they eat. From home-baking, to home-pickling to home-brews and beyond its all been done by someone somewhere; what’s new is the ways in which it can be done – and that’s opening it up to the masses.

The change to methods and techniques is bringing more people into the home-made trend, and that’s bringing more creativity and change to home-made:

• Kraut Source: Home-fermentation made easy, utilising mason jars and a simple innovation to bring healthy home-made food to every kitchen
  ($184,133 invested; 526% overfunded)
• PicoBrew Zymatic: Brew award-winning craft beer at the touch of a button from the comfort of your own home!
  ($661,026 invested; 440% overfunded)
• Steaklocker: The World’s first chef inspired fridge that professionally ages prime steaks at home, saving 70% on current steak prices
  ($191,010 invested; 278% overfunded)

These innovations take away the risks, time and effort associated with ‘home-made’. And more importantly they allow consumers to focus on their creativity in the processes – realising their food visions, easily. A simplified, enriched experience. That’s some tasty innovation!

Brand Genetics are pioneers of Crowdsight; a proprietary tool for analysing crowdfunding sites to identify emerging trends with real traction and apply the learnings to help brands innovate in more insightful, impactful, ways.