Fictional food proves surprisingly popular in the real world, says Hartman Group

Ethnographic analyst Helen Lundell says: “ We've noticed evidence of a burgeoning enthusiasm for consumers recreating meals found in their favorite books or TV shows. “Whether it's a get-together to celebrate the release of the next book or start of the next series, or just a playfully themed dinner party, they are sharing the experience through the food that appears in the background.” Not just for geeks and über-fans… And this is not just something that the “highly niche ‘geek’ population” is up to, claims Lundell . “A strong host of dedicated online and print resources is already in place to help people actualize the feasts they've been eating alongside their favorite characters.” For example: Millennials, fantasy, travel and fictional food So beyond the über-fans, who else is interested? Millennials, for a start, who are better traveled, and have a taste for the exotic, says Lundell. “Food represents a very new, natural, and visceral way of connecting with fantasy worlds and the characters who inhabit them. Like ethnic food, fictional food offers a gateway to foreign and liberating lands. “Furthermore, these new places are actually more accessible to many consumers than the distant but factual geographical locations.” She adds: “Fictional food allows consumers to connect with new people, places, and flavors; facilitates bonding with familiar friends and family; and capitalizes on consumers' love of creation. This is a highly potent combination, and it suggests that fictional food is a trend worth watching.” Click here for more details.

Fictional food proves surprisingly popular in the real world, says Hartman Group

Foods inspired by fiction - from Harry Potter and Downton Abbey to Game of Thrones, Mad Men and Lord of the Rings - are starting to gain traction in the real world, according to food trends expert Hartman Group.

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