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Health Consumer Insights

Plant Lubricant
Sexual wellness brands adapt their lubricating products to be plant-based
Trend - Intimacy brands are launching lubricating products formulated using ingredients derived from plants rather than animal products or synthetic chemicals. Adapting an eco-friendly approach to health, these lubricants provide a smooth and slippery texture to enhance comfort during sexual activities.

Insight - With the rise in the availability of sustainable products, environmentally conscious consumers often desire products that enable them to make comprehensive lifestyle changes. By extending this to niche industries like sexual health, consumers can make small yet meaningful shifts in their purchasing decisions to positively impact the sustainability movement. Businesses that cater to the demand for niche plant-based products can attract consumers who value sustainable consumption across all areas.
Workshop Question - How can your brand appeal to consumers in search of natural wellness solutions?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Floral Extract
Cosmetics brands are using sea holly extract to repair and revitalize skin
Trend - An extract from the sea holly plant is being used in skincare products from serums to sun care to repair skin. These items are designed to integrate anti-aging benefits into traditional skincare products. Sea holly extract has been shown to reduce sun damage, signs of aging, and signs of stress.

Insight - The prevalence of social media has led to a strong interest in the beauty and self-care industries, with Millennials, Gen Z, and Gen Alpha consumers using more beauty products earlier on than previous generations. Social media trends have drawn attention to the effects of aging, and the importance of combating the effects of aging as early as possible through the use of preventative products such as sunscreens, leading to brands redesigning daily ritual products with anti-aging ingredients.
Workshop Question - How could your brand draw inspiration for its next youth-focused product or service from popular social media trends?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
RTD Honey
Honey is being used in canned alcoholic beverages as a primary ingredient for flavoring
Trend - New startups are launching alcoholic RTD drinks with honey as the primary ingredient or sweetener. Honey is used due to its unique flavor profile and health benefits over processed sweeteners. These canned drinks boast the convenience of canned drinks and the natural, organic flavors of honey.

Insight - Health-conscious consumers are less likely to purchase canned alcoholic beverages due to high-calorie content, unexciting flavor profiles, and the inclusion of processed ingredients. As such, these consumers are drawn to canned drinks with healthy alternative ingredients and unique flavors that cannot be found in a local bar. Brands are adhering to these desires by taking flavor inspiration from non-alcoholic drinks to use in healthy alcohol-based RTDs.
Workshop Question - How could your brand create products or services that differentiate from competitors by targeting health-conscious consumers?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
AI Dietician
AI startups are launching food-tracking tools with data-driven feedback
Trend - New artificial intelligence (AI)-powered apps that track food intake and offer constructive feedback are launching. These tools simplify calorie tracking by using AI to determine the amount of calories in each meal. The simplicity of these tools is intended to reduce friction in fitness journies.

Insight - Fitness-conscious consumers often adhere to either strict or partially restricted diets. These consumers are aware of their activity levels and strive to balance their diets around their lifestyles. However, the complexity of modern dishes introduces friction in tracking nutrient intake. Brands are recognizing the challenges surrounding accurate diet tracking, and are responding with AI-powered tools that use complex datasets to reduce user effort required to monitor their consumption habits.
Workshop Question - How could your brand utilize artificial intelligence to simplify the usage process of its products or services?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Virtual Scent
Scent-releasing devices are used in virtual reality applications for immersion
Trend - New products are being developed that monitor virtual reality environments and release scents accordingly. These devices store scents via fluid or wax pads, and can custom-mix sources to produce more scent varieties. This is designed to enhance immersion in entertainment or for scent therapy.

Insight - The increase in popularity of metaverse applications spurred upon by new affordable hardware in the space has led to tech-curious consumers wanting to push the boundaries of what is possible in VR. These consumers are drawn to devices that push immersion further, such as haptic feedback wearables or omnidirectional treadmills. However, there is an ever-present desire for more immersion in VR applications. In recognition of this pressure, brands are experimenting with scent-based devices for VR.
Workshop Question - How could your brand utilize scent-based technology with its products or services?
8.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Workout Pasta
Heavier post-workout meals satisfy cravings with functional ingredients
Trend - Brands are releasing ready-to-eat pastas and bowls that are high in protein and low in carbohydrates. These are heavy meals that are typically craved after a workout. The addition of functional ingredients results in meals that taste like cheat meals, but are proven beneficial for workout recovery.

Insight - Fitness-aware consumers often pay attention to their intakes, whether it be through calorie counting or a general preference for healthier meals. However, these consumers still have cravings, and still desire variances in meals, rather than sticking to the same few dishes repeatedly. Brands are recognizing the need for a variety of satisfying meals for these target consumers, and are responding with heavier meals packed with functional ingredients.
Workshop Question - How could your brand ensure it offers products or services that address the more niche needs of its consumer base?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Slim CBD
Cannabis is increasingly used in weight management and fitness-related products
Trend - Cannabis is increasingly added as an ingredient in fitness and even weight loss-focused products. It's being embraced for its medicinal benefits, such as anti-nausea and anxiety reduction. Both qualities are attractive added benefits to one's weight loss or fitness journey, particularly if undergoing additional treatments.

Insight - Though previously seen as a detrimental ingredient to one's health, cannabis is being embraced as an ingredient with numerous benefits. This is especially attractive to consumers who no longer view fitness or weight loss in a vacuum and view wellness as more expansive and holistic. This goes beyond mental health benefits into specific qualities that supplement physical activity or directly address the side effects of specific weight loss treatments.
Workshop Question - Which unconventional ingredients or areas are you overlooking when brainstorming solutions to your customers' specific concerns?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Pump Sunscreen
Skincare brands are launching sunscreen products with convenient pump nozzles
Trend - Brands in the skincare industry are launching sunscreen products that opt for pump designs over sprays or squeeze bottles. The pump design reduces the amount of clogging in the nozzle itself, prevents sunscreen from spilling, and ensures a consistent amount of sunscreen is distributed with each use.

Insight - With the increased attention given to the personal care and skin care industries from younger generations, consumer demands are evolving with a priority on convenience and sustainability. These consumers are more likely to integrate less conventional skincare products, such as facial sunscreen, into their daily routines. In order to appeal to these young, frequent consumers, brands are evolving their packaging designs with a meticulous focus on convenience and low-maintenance operation.
Workshop Question - How could your brand ensure its products integrate as seamlessly as possible into consumers' lives?
7.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Home Peel
Medical-grade chemical peels are being adapted to treatments safe for home use
Trend - Skincare brands are creating over-the-counter chemical peels for private home treatment. These are rinse-free, prescriptionless treatments that focus on convenience and accessibility. Body peels have been shown to be more effective at reducing blemishes and acne than traditional serums.

Insight - One of the impacts of the prevalence of social media in modern lifestyles is the desire for consumers to maximize their appearance, from fashion to skin health. These beauty-conscious consumers prioritize convenience when seeking out cosmetics and skincare treatments, leading to a clear preference for OTC solutions over prescription-based alternatives. Skincare brands that offer at-home products with results equal-to medical-grade solutions can effectively draw the attention of these consumers.
Workshop Question - How could your brand adapt its products or services with convenience and accessibility in mind?
7.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Unwind Teas
Canned teas are formulated to promote relaxation and induce sleep
Trend - Brands are subverting the idea that evening nightcaps can only be hot drinks or alcoholic with canned teas formulated with calming ingredients. The natural ingredients in these teas offer a healthier alternative to alcohol-based nightcaps, and a more convenient alternative to steeped teas.

Insight - With North American consumers' continued interest in the wellness industry, they're consuming less alcohol and other beverages they consider unhealthy. This has resulted in a growing interest for small or artisanal brands that are adapting faster to their desire for healthy ingredients, transparent labelling practices and functional benefits. As consumers' day-to-day rituals change, they're seeking out brands that align with their desire for health and convenience simultaneously.
Workshop Question - How could your brand better prioritize both health and convenience in new products?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends