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eLearning > Lifestyle > Cracking the Leisure Code > Module 2 / 4

Leisure Through Catalyzation

Instructor: Courtney Scharf
Progressive Wellness
Download the Progressive Wellness Trend Report
Here, we look at the role of self-improvement as it relates to what consumers want, and the way in which consumers are opting to spend their time and money on leisure experiences that improve them in some way, be it physically or mentally.


Within this section, you’ll get a deeper understanding of attitudes toward drinking, exercise and wellness experiences, and how they’re dramatically impacting what consumers want in several aspects of their lives.
Related Trend Report: Progressive Wellness
Workshop Questions:
1. What are some ways you could make consumer interactions with your brand more meaningful?
2. How could your brand be more directly involved in helping consumers feel fulfilled?
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Featured Insights
Transformative Travel
Consumers seek out travel experiences that facilitate emotional growth
Trend - Going beyond health and fitness experiences alone, more and more travelers today are being drawn to retreats and travel opportunities that specifically foster personal growth. Typically building in methods like meditation and "circles" that are growing in popularity within and outside of travel, these experiences speak to a growing and deepening interest in self-mastery.
Workshop Question - What are some creative ways your brand could help its consumers reach their goals?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Booze-Free Bar
Brands focusing on consumer health and leisure offer non-alcoholic experiences
Trend - Bars and pubs still have a significant place in the lifestyles of consumers and a place of leisure and socialization. Companies are increasingly creating non-alcoholic establishments that operate much in the same way that conventional bars do but without alcohol. This includes providing cocktails, tastings, pairings and more.
Workshop Question - How can your brand better align with today's consumer desire for non-alcoholic leisure?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Low-ABV Brew
Low-alcohol beers emerge as consumers look to indulge more moderately
Trend - With low-ABV cocktails making their way onto myriad drink menus over the last few years, beer brands are officially following suit as evidenced by a number of recent low-alcohol beer launches.
Workshop Question - How can you better cater to consumers looking for low-alcohol beverage experiences that align with their new priorities without compromising quality and taste preferences?
3.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Hoppy Tea
Brands fuse herbal ingredients with the taste of beer in non-alcoholic beverages
Trend - Category of the non-alcoholic beer is being diversified as companies introduce tea-inspired versions of the beverage. This herbal infusion introduces new and exciting tastes to alcohol-free beer, boasting the potential to make the product more appealing and suitable for larger audiences, including those who can't drink and the designated driver.
Workshop Question - What ingredient can your brand incorporate into its product to make it accessible to more people with restrictions?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Premium Non-Alcoholic
New premium non-alcoholic beers provide higher quality alternatives
Trend - Moving past mere function to the delight of those looking to savor the subtleties of craft brews, brands are emerging with premium non-alcoholic beers that highlight the interest in the formulation of such beverages outside of intoxication.
Workshop Question - How can you empower the consumer looking for low-ABV or non-alcoholic experiences that mirror traditional going out rituals?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Alcohol-Free Area
The traditional bar is transformed with alcohol-free cocktail menus
Trend- Businesses are transforming the traditional bar with entire cocktail menus that are free of alcohol, offering alternatives for those who don't drink, or those who are looking to try something new.
Workshop Question - How could your brand transform one of its more traditional offerings?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Nutritious Brew
Beer brands aim to target health-conscious consumers
Trend - Brands in the beer industry are looking to the health-conscious consumer to inspire new products, offering everything from beers with more nutritious ingredients, to those with limited calories.
Workshop Question - How could your brand bring in a new customer base with some tweaks to its offerings?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Moderation Libation
Alcohol brands debut attractive low-alcohol options
Trend - Brands in the alcohol industry are debuting lower-alcohol drinks that offer the same drinking experience with less of a focus on achieving an altered state, and more on appreciating the flavor and quality of the offered products.
Workshop Question - What is a common hesitation consumers have when it comes to engaging with your product or service? What's a viable compromise for this issue?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Alcoholic Fitness
Alcoholic beverages are marketed as post-exercise items
Trend - Alcohol brands are targeting fitness enthusiasts in distinct ways, offering beverages or creating spaces that are designed specifically with fitness in mind. This unique niche allows for the alcohol industry to enter a large consumer space that it's typically considered to be the antithesis of, thus offering both function and novelty.
Workshop Question - What unlikely business could your brand partner with to target a new group of consumers?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Normalized Sobriety
"Dry" nights out increase in availability due to Millennial demand
Implications - Where once, an alcohol-free night-out might have seemed unappealing to some, the promotion of sobriety in a social setting today acts as a key value proposition for many party purveyors. By providing party-goers with a safe, fun and stigma-free space to let loose, brands are able to capitalize on a growing market. While motivations to abstain from drinking varies, two of the key drivers here include the heightened financial and health contentiousness of Millennial consumers.
Workshop Question - In what ways have Millennial consumers changed your industry and how has your brand adapted?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cocktail Mimicry
Brands imitate cocktails for their wellness and beauty-focused elixirs
Implications - The interactive nature of creating cocktails, along with the diverse flavor potential of such beverages, has led to the rising incorporation of cocktail-making in non-alcoholic beverages. These products are able to serve health-conscious consumers who value experiential and customizable food and beverage items.
Workshop Question - How could your brand package one of its products or services in a new way to appeal to previously untouched consumers?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends