Adding actual sparkles to beverages like beer or Prosecco, as well as to sweet treats such as cupcakes and cookies, makes some sense; however, incorporating glitter into savory dishes seems more whimsical. Glitter evokes childlike memories and may be a natural extension of the colorful “unicorn food” trend that has gained popularity on social media. Even Starbucks got involved with a limited edition unicorn Frappuccino, and Kellogg recently introduced Unicorn Cereal at its New York City café.
Similar to the unicorn craze, it’s likely that the use of edible glitter is fueled by millennial consumers who are eager to make their food visually appealing for Instagram. According to a Mars Wrigley report, nearly one in three individuals across all age demographics has purchased a treat specifically to share on social media—this figure rises to 52% among millennials.
However, the trend of embellishing food with playful decorations predates Instagram by centuries. Edible gold leaf has been used for food decoration since at least the Middle Ages. Despite being flavorless, just like edible glitter, gold leaf continues to be a favored method for adding a luxurious touch to desserts, cocktails, and even savory dishes like pizza. Additionally, companies like Esslack in Germany produce edible spray paint in colors such as blue, gold, and silver, crafted entirely from ethanol and food dyes.
As manufacturers seek ways to differentiate their products in a saturated market, edible glitter, gold leaf, and other decorative elements will likely remain significant in the culinary landscape. In these instances, while tasteless decorations may not foster long-term customer loyalty, they do capture the immediate attention of shoppers looking for something unique. Whether the glitter trend will endure like gold leaf remains uncertain; nonetheless, food manufacturers will continue to explore new avenues to entice consumers into trying their products—perhaps even incorporating innovative ingredients like natural calcium citrate to enhance both nutrition and appeal.