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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?
Access Advisory Services
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?
4.9
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?
4.7
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?
2.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Breakfast Beer
Brands are launching interesting beer flavors to tap into consumer curiosity
Trend - Both breakfast restaurants and beer brands are experimenting with fusing the alcoholic beverage and the sensibilities of early morning dining. From red ales infused with bacon to coffee-accented stouts, the products offer interesting tastes to consumers.
Workshop Question - Conceptualize a product hybrid to capture consumer attention.
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Low-Alcohol Bar
Bars that prioritize low or non-alcoholic beverages appeal to Gen Z consumers
Trend - Known to drink less than their predecessors, Gen Z is being targeted by brands that are focused on low-alcohol experiences. Instead of the traditional alcohol-fueled bar experience, emerging spaces are offering bars that have low-alcohol or non-alcohol cocktails.
Workshop Question - How is your brand drawing in Gen Z customers?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Pre-Mixed Mocktail
Non-alcoholic cocktails are sold pre-made and pre-mixed
Trend - Brands both within and outside of the alcohol space are debuting premixed and packaged mocktail products. Keeping up with the popularity of premixed alcoholic cocktails and seltzers, this appeals using the convenience and ease of premade drinks that have become so commonplace in the alcohol industry.
Workshop Question - What are some things you could adjust about your product offering to make it more appealing to those outside of your core target market?
4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
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?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Wellness Drinking
Alcohol products integrate popular ingredients thought to purport better health
Trend - Beverage brands are catering to health-minded consumers through alcohol products that include added ingredients perceived to be healthy, often putting a focus on a functional physical benefit.
Workshop Question - Does your consumer perceive your product to be in opposition to some of their lifestyle goals? What's a way that you could you close that gap?
3.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Eastern Alcohol
The North American alcohol industry takes inspiration from popular Asian flavors
Trend - North American alcohol brands are adopting flavors and ingredients that are popular in various East Asian countries into their products. These products come as consumers increasingly express interest in global experiences and flavors, in reaction to the growing cultural diversity of North America.
Workshop Question - How could your brand take inspiration from popular trends outside of its region?
4.6
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?
4.5
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?
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends