Naturality

Trend - Increasingly, brands are introducing cotton-based sports apparel, aligning with consumer preferences for natural, sustainable, and safer clothing options. This shift to cotton activewear responds to an increased consumer demand for alternatives to synthetic fabrics.

Insight - The trend toward natural fibers in activewear reflects a broader consumer shift within the wellness and personal care industries towards products that are natural, non-toxic, and sustainable. This preference arises from a growing consumer awareness of the health and environmental risks associated with synthetic materials, notably the release of microplastics. As consumers become increasingly concerned about these impacts on both personal health and the environment, there's a heightened demand for activewear that aligns with these eco-conscious values.

Trend - Companies are opening new social media services with the intention of fostering more intimate connections between users. In a rebellion against social medias built around endless feeds, these platforms connect users with similar interests and have convenient public and private group chat systems.

Insight - While nearly everyone today engages with some form of social media platform, most agree that the social aspect of the platforms has become secondary to monetization and algorithmically-fed content streams. Many of these users find popular social media platforms isolating, and cite difficulties trying to foster real connections. In recognition of these complaints, smaller social media services are focusing on fostering direct connections between users and communities.

Trend - Pumpkin seed protein is emerging as a standout in the plant-based protein market, particularly among legume-based options. Known for containing all nine essential amino acids, it mirrors the nutritional profile of hemp protein, making it highly valued in vegan and vegetarian diets.

Insight - The rising popularity of plant-based proteins reflects a broader dietary shift towards sustainable and allergen-free nutrition. Consumers increasingly seek diverse protein sources that align with their health and environmental values. Plant-based proteins, like those derived from legumes, not only offer a rich profile of amino acids but also bring additional health benefits such as fiber, vitamins, and minerals. This shift presents a significant opportunity for nutrition brands to innovate with new plant-based offerings, appealing to a market driven by both health considerations and ethical consumerism.

Trend - Brands are creating dog foods with high-quality ingredients like real meat, fruits, and vegetables. These foods aim to emulate the nutritional advantages of raw diets while providing the ease of dry kibble, allowing pet owners to provide a balanced diet without the hassle of meal preparation.

Insight - Increasing costs have prompted numerous consumers to re-examine various high-cost aspects of their lives, including expenditures related to their pets. In response, pet owners who rely on a raw diet are turning to premium kibbles that claim to replicate the nutritional benefits of these diets while reducing costs. Businesses that cater to the demand for cost-effective and value-driven solutions in the pet industry are likely to gain traction among budget-conscious consumers.

Trend - Colostrum supplements are gaining momentum within the wellness industry as consumers increasingly seek natural ways to bolster their immunity and enhance gut health. Colostrum, the first form of milk produced by mammals immediately after birth, is rich in antibodies and nutrients, making it an attractive option for those looking to support their overall health.

Insight - The rising interest among consumers in preventative health is transforming the health and wellness industry. There's a noticeable shift towards proactive wellness strategies, as today's health-conscious individuals actively look for ways to boost their immune function, improve digestive health, and enhance their overall well-being. This move towards preventative care indicates a broader societal acknowledgment of health as a holistic, long-term investment, steering many away from the conventional reactive approach to healthcare.

Trend - Birch juice, a traditional Northern European health tonic, is carving out a niche in the modern wellness and skincare market, particularly within the specialty sunscreen sector. This natural, mildly sweet liquid, celebrated for its hydration and nutrient-rich profile, is now being recognized for its UV protection properties.

Insight - Consumers are prioritizing specialized, natural skincare products. This shift is largely fueled by an increasing awareness of the potential adverse effects associated with synthetic ingredients found in traditional skincare formulations. As people become more educated about the ingredients in their skincare products, there's a growing preference for products that utilize natural substances. These natural ingredients are celebrated not only for their protective qualities, such as shielding the skin from harmful environmental aggressors,

Trend - Perimenopause supplements, rich in vitamins and minerals like magnesium, vitamin B, and calcium, are gaining traction as essential tools for managing the symptoms associated with perimenopause. Social media platforms are driving a heightened interest in supplements designed to support hormonal balance and alleviate symptoms during this transitional period.

Insight - The rising awareness and conversation around perimenopause highlight a significant shift in how women's health issues are perceived and discussed in society. As the dialogue opens up, there's an evident increase in demand for products that cater specifically to the needs of women navigating perimenopause. This movement towards more targeted health solutions reflects a broader trend of personalized wellness, where consumers are looking for products that address their specific health concerns with tailored, evidence-based solutions.

Trend - Deodorant stones, crafted from natural mineral crystals like potassium alum, are marking a significant shift in personal care preferences towards natural and sustainable alternatives. These stones, praised for their absence of synthetic fragrances and aluminum, cater to a growing consumer base seeking transparency and minimalism in their hygiene products.

Insight - Driven by a heightened awareness of potential health and environmental concerns linked to traditional formulations, the shift towards aluminum-free, unscented personal care solutions is becoming more commonplace. This reflects a broader cultural shift – a yearning for simplicity, transparency, and sustainability. Consumers seek cleaner routines and prioritize natural ingredients for holistic well-being, shaping a future where personal care choices are guided by both health and the planet.

Trend - Psilocybin gummies are emerging as a popular option thanks to a changing legal landscape and increased consumer interest in exploring psychoactive substances for wellness. These gummies offer a discreet, convenient, and controlled way to consume precise doses of psilocybin.

Insight - The decriminalization of psilocybin has gained traction in several US states, signaling a broader cultural shift towards the acceptance of psychoactive substances for recreational and wellness purposes. These consumers who are seeking wellness alternatives and novel experiences are embracing the potential of regulated psychoactive substances. As psilocybin becomes more legally accessible, demand rises for products that offer a safe, measured, and socially acceptable way to explore its effects. Brands catering to this emerging recreational market will win by prioritizing convenience and socially acceptable formats, like gummies.

Trend - Kojic acid skincare is gaining momentum within the beauty industry as consumers search for natural solutions to skin concerns like hyperpigmentation and uneven skin tone. Derived from fungi, kojic acid's ability to inhibit melanin production makes it a potent ingredient for brightening the skin.

Insight - As consumers grow more discerning about skincare, the allure of products featuring natural ingredients with tangible benefits intensifies. As individuals become savvier about ingredients, there's a demand for transparent, science-backed solutions that align with their values and needs. This dynamic invites brands to consider how they communicate the benefits, origins, and safety of such ingredients in a way that resonates with and educates their audience.