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eLearning > Tactics > The 18 Megatrends > Module 4 / 7

The Convergence Megatrends

Instructor: Armida Ascano
Virtual & Augmented Technology
Download the Virtual & Augmented Technology Trend Report
Convergence is a Pattern of Opportunity based on hybrid business ideas. It's all about associative thinking, and what happens when seemingly unrelated areas combine forces.

The Megatrends within this module include Hybridization, Co-Creation, and Multisensation. In terms of consumer desire, it all boils down to a need for something new and interesting. How could you experiment with adjacent industries to offer something truly unique?
Related Trend Report: Virtual & Augmented Technology
Workshop Questions:
1. How could you reconfigure your product to delight the senses?
2. How could you more deeply involve consumers in your offering?
3. What's one outside industry you'd like to tap for inspiration?
Get Better and Faster
Featured Insights
Customized Café
Self-serve cafes place customization entirely in the hands of consumers
Implications - Taking the cafe concept to a much more curated level, brands are flipping the tables and turning consumers into hands-on baristas. The self-serve model not only increases brand-consumer engagement, it also appeals to discerning coffee drinkers who are very particular about the customization of their java. By giving consumers a chance to craft their version of a perfect beverage, these cafes allow for a truly personalized experience without any interference or potential misinterpretation by staff.
Workshop Question - How can you concede some control to put brand experience more into the hands of consumers?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Focused Coffee
Coffee products claim to enhance the focus of users
Trend - Brands that offer coffee or coffee add-ins are prioritizing enhanced focus as a major claim in their products. These claims are based in the brands' inclusion of ingredients like adaptogens and MCT oil.
Workshop Question - How is your brand prioritizing both quality and convenience?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Coffee Pouch
Companies are creating single-serve coffee pouches for convenience
Trend - As coffee culture evolves, brands in the industry seek ways to implement more convenience and portability into the product. Namely, brands in this space explore ways for consumers to enjoy their coffee without the need for machinery. Borrowing practices from the adjacent space of tea achieves this. Offering ways for consumers to steep their coffee the way they typically make tea fuses familiarity and innovation.
Workshop Question - How can your brand help cater to the busy lifestyle?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bean Transparency
Brands in the coffee space are offering transparency through traceability tools
Trend - Brands in the coffee space—ranging from quick-serve restaurants to direct-to-consumer retailers—are leveraging technology with traceability tools to provide consumers more transparency about their beans. This includes stating which farm the beans originated from and allowing consumers to verify that farmworkers were paid a fair wage.
Workshop Question - How can your brand showcase its ethical and sustainable practices?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Snapchilled Brew
Coffee brands are utilizing "snapchill technology" to emphasize flavor and aroma
Trend - "Snapchilling" is a method of brewing that can cool drinks from 140 degrees to 40 degrees in 60 seconds. Compared to traditional techniques, the specialized process allows for the cold brew to retain a stronger aroma and flavor. As a result, brands are currently deploying "snapchilled" devices and coffee.
Workshop Question - How could you elevate the product experience of your offering?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Healthy Instant
Instant coffee brands are highlighting the health benefits in their products
Trend - Brands are elevating the instant coffee experience to serve not only convenience and efficiency but also nutrition. These health-focused product ranges are supplemented by special ingredients like CBD, mushrooms, and more.
Workshop Question - How might your brand combine convenience with health and wellness?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cold Brew Cognitive
Cold brew-based beverages are infused with cognitively beneficial ingredients
Trend - Cold brew beverages are increasingly popular as coffee culture continues its dominance in North America, and now these beverages are offered in to-go forms that offer cognitive benefits. Whether prioritizing mental calmness or enhanced performance, these beverages offer hybrid health functions.
Workshop Question - How is your brand enriching the lifestyle of its customers?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Caffeinated Infusion
Coffee-infusions come in unlikely food and beverage items
Trend - Coffee-infusions are being seen all across the food and beverage industries, including in products like cola, maple syrup, and more. These recipes provide a flavor enhancement, and also a caffeine boost.
Workshop Question - Consider a hybridized version of your product/service.
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Barista Branding
Brands take on "barista" branding to tout their products' professional qualities
Trend - Home coffee-making foods and products are now tacking on the "barista" label, with brands using this terminology to implicitly tell consumers they're able to make barista-quality items themselves using their products. By using such labeling, brands in this space are able to immediately enhance trust in the quality of their products.
Workshop Question - How could your brand better use labeling to enhance the perceived quality of its products?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Lemonade Brew
Lemonade-infused beer and cold brew coffee emerge as a summertime refreshment
Trend - Crossover's in the food and beverage industry have existed for some time now and lemonade-infused lagers and cold brew coffees combined with fruit juices are emerging as refreshing summer alternatives to their all-season counterparts.
Workshop Question - What seasonal refreshment can you incorporate into your product in order to create an entirely new experience?
3.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cold Brew Evolution
The cult of cold brew inspires a range of innovative hybrid refreshments
Trend - As cold brew coffee continues to dominate as a travel-friendly favorite for coffee aficionados, many brands are developing unique hybrid refreshment experiences of which cold brew coffee serves as a base.
Workshop Question - What dominant food or beverage product can you look to in order to create a unique hybrid refreshment experience?
3.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends