Market Consumer Insights

Trend - Since their inception in France in 2022, croissants filled with baked cookie dough, or 'Crookies,' have grown in popularity in restaurants and bakeries. Crookies are versatile and offer consumers a mix of the light flakiness of a croissant and the densely flavored dough of a cookie.

Insight - Foodie consumers and influencers continually seek foods with new ingredients, flavors, or cooking methods. These consumers try new products as soon as they are available, with social media bringing attention to more popular selections. Brands recognize that these consumers heavily prioritize more creative and diverse foods. In order to better capture the foodie consumer base, bakeries and restaurants are crafting hybrid pastries that blend different textures and flavors.

Trend - Restaurants and CPG brands are creating bubble waffles and mixes made with meal-like ingredients. Bubble waffles are versatile, allowing for nearly any type of filling while maintaining a bite-sized and shareable shape. These are easy to prepare and offer new ways of experiencing well-known flavors.

Insight - Foodie consumers continually desire novelty food experiences; whether it pertains to the recipes, preparation method, or food format, these consumers are willing to experiment to see what works for them. The rise of cross-dish experimentation, spurred on by more adventurous customers, has led to the creation of hybrid dishes such as curry hamburgers. In aiming to address the needs of these consumers, brands are turning to savory bubble waffles for their versatility and convenience in preparation.

Trend - Beauty brands are releasing skincare lineups specifically designed for melanin-rich skin. These collections include serums, moisturizers, and cleansers designed to reduce signs of aging and promote healthy skin in individuals with colored skin. These brands are backed or owned by people of color.

Insight - When shopping for cosmetics, people of color in North America find challenges in finding reliable brands designed around their skin tones. These consumers gravitate toward local BIPOC-owned retailers due to the reliability and assurance that the products offered there are designed for them. In response to these preferences, brands are launching new skincare collections marketed explicitly toward consumers with melanin-rich skin, which enables stronger brand loyalty within these communities.

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.

Trend - Brands in the 3D printing space are releasing materials that prioritize sustainability without compromising on function. The sustainability ranges from including renewable resources, such as wood or plant-based fibres, to using energy-efficient, low-emission production systems.

Insight - 3D printing is continually increasing in popularity not only in industrial applications, but also with hobbyist consumers. However, as the industry continues to expand, it continues to attract more attention from environmental regulators and consumers due to the unrenewable nature of most plastic-based filaments. Brands are recognizing the public and private desires for sustainable materials, and in response are investing in renewable materials and energies.

Trend - Brands are redesigning the packaging and pack-ins of consumables, such as food and beauty products, to be quicker and easier to use. The redesigns include adding handles or resealable lids, based on how consumers interact with the products. This reduces friction during the consumption ritual.

Insight - Most consumers have certain beauty or food products that are integrated into their daily routines. These consumers can prefer a product for any number of reasons, but, when faced with two nearly identical products, they ultimately prefer the more convenient one. Brands that aim to integrate themselves into daily lives, particularly in the F&B and beauty spaces, are re-assessing their products with a new focus on convenience, with the goal of streamlining consumption and capturing more consumers.

Trend - Businesses are using custom packaging that reduces moisture levels with custom materials that do not require desiccant packets. These packaging materials are more sustainable and cost-effective than traditional plastic packages while having active moisture-reducing qualities that protect contents.

Insight - Brands that sell moisture-sensitive products, such as textiles, F&B, or electronics, are tasked with ensuring their products are sufficiently protected while maintaining low packaging costs and adhering to sustainability goals. These complex desires are leading to material science companies creating new solutions that aim to replace traditional packaging methods. Brands that partner with these material manufacturers can differentiate themselves from competitors and more quickly achieve goals.

Trend - Televisions and displays with fully-transparent frames are now being manufactured for consumers. These displays improve workplace installations, video calling, and aesthetics for homes, as they can be fully hidden when powered off. These are high-cost products for more luxury consumers.

Insight - For higher-income consumers, aesthetics are a large factor when considering investing in new products. This is similar for future-facing workplaces looking to augment their buildings with the latest technologies. These two markets align on priorities; products must be innovative with clear value-adds without negatively impacting aesthetics. These desires are leading to brands crafting near-invisible devices with unique features that cannot be mimicked by lower-cost alternatives.

Trend - Brands in the workwear industry are releasing connected equipment that aim to improve on-the-job safety while offering convenience. These devices are equipped with features such as environmental sensors, communication tools, cameras, and wi-fi connectivity–each designed to improve safety.

Insight - Employees in physical labor sectors have specific requirements for both equipment and workwear. These workers place a lot of demand on their clothes and devices. These high requirements for durability have made it difficult for the workwear industry to innovate. Despite this, safety and convenience are priorities for workers in these fields. As wearable technology continues to improve other sectors, brands are investing in ways to utilize these technologies in the workwear space.

Trend - Ice cream manufacturers are drawing on the traditional Southeast Asian dishes made with pandan to inspire their recipes. These brands transform the original recipes with additional ingredients—such as coconut milk—that make them more fitting for the sweet, creamy flavor palates of ice cream.

Insight - Modern consumerism in Western countries has led to countless product, food, and flavor options. While many regional products have gained global popularity, some more traditional products face challenges in similarly expanding. However, Gen Z and millennial consumers in the West are continually searching for the next food trend to enjoy for themselves and share on social media. As such, brands are drawing inspiration from cultural roots to offer tried-and-true flavors to new consumers.