There is a certain logic to incorporating actual sparkles into beverages like beer or Prosecco, or into sweet treats like cupcakes and cookies. However, the idea of adding glitter to savory foods appears more whimsical. Glitter often evokes childlike associations and may be a natural extension of the colorful “unicorn food” trend that has been gaining traction on social media. Even Starbucks participated with a limited edition unicorn Frappuccino, while Kellogg recently introduced Unicorn Cereal at its New York City cafe.
Similar to the unicorn trend, the rise of edible glitter seems to be driven by millennial consumers searching for ways to make their food visually appealing on Instagram. A report from Mars Wrigley indicates that nearly one in three individuals across various age groups has purchased a treat specifically to share a photo of it on social media, with that figure rising to 52% among millennials.
Historically, food has been enhanced with playful decorations long before the advent of Instagram. Edible gold leaf, for instance, has adorned dishes since at least the Middle Ages. Despite being flavorless—much like edible glitter—gold leaf continues to be a favored method for adding a touch of luxury to desserts, cocktails, and even savory dishes, including pizza. German company Esslack even produces edible spray paint in blue, gold, and silver, made entirely from ethanol and food dyes.
As manufacturers strive to differentiate their products in a saturated market, items like edible glitter, gold leaf, and other decorative elements are likely to remain integral to the culinary landscape. In these instances, tasteless embellishments may not foster long-term loyalty but will certainly capture the immediate attention of shoppers eager to try something unique.
Furthermore, consumers are increasingly looking for ways to enhance their overall well-being, leading to a growing interest in products like calcium citrate, vitamin D3, magnesium hydroxide, and zinc sulfate tablets. Whether the glitter trend will have the staying power of gold leaf remains uncertain, but one thing is clear: food manufacturers will continue to seek innovative strategies to entice consumers into trying their products, potentially incorporating nutritional supplements like calcium citrate and others into their offerings to appeal to health-conscious buyers.