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eLearning > Consumers > Unpacking Consumer Behavior > Module 2 / 5

The Mind

Instructor: Shelby Walsh
Emerging Foods
Download the Emerging Foods Trend Report
In this final module on consumer behavior, we’ll be looking at the changes occurring in the consumer mindset today. Through the lens of trend tensions, this module explores individualism versus collectivism and what this means in terms of business opportunity.

Case studies will uncover where consumers are turning to better get a better understanding of themselves and how they are expressing their individuality as well as how “tribes” are coming together collectively to help individuals find meaning and communal support.
Related Trend Report: Emerging Foods
Workshop Questions:
1. What would change about your business if scarcity was its paramount value?
2. What would change about your business if it was considered a tech company?
View Innovation Webinars
Featured Insights
Regional Alcohol-Free
Non-alcoholic beverages incorporate the flavor nuances of local regions
Implications - In recent years the growth of the non-alcoholic beverage category reflects a shift in drinking habits. To better cater to these preferences, brands are crafting alcohol-free products that take inspiration from the flavors of popular regional cocktails.
Workshop Question - Consider how the incorporation of local elements could impact the perception of your brand. What elements could you incorporate?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cultured Creamery
Ice Cream is used as a step towards experiencing global palette
Implications - By leveraging ice cream as an exploratory platform, brands are allowing consumers to experience new cultures via regional flavors, but with the security of the familiar dessert concept. This combination speaks to the consumer desire for experimental foodie experiences, coupled with a refusal to limit their palettes to their own geographic experiences.
Workshop Question - How can your brand combine the security that comes with familiarity, with an experimental product or experience?
2.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Cannabis Cream
Cannabis ice cream offers people indulgence and recreation
Trend - In countries and regions where recreational cannabis is legalized, cannabis-infused ice cream is becoming increasingly popular. Infused with either CBD, THC or both, these indulgent items offer benefits such as relaxation.
Workshop Question - How is your brand offering multiple benefits in its product/service?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Alcoholic Milkshake
Brands are offering dessert-inspired beverages in ready-to-drink formats
Trend - Companies are taking cues from the popularity of spiked dessert drinks and cream-based liqueurs. This results in the launch of various hard milkshakes and milkshake-infused alcoholic beverages in canned and bottled formats, catering to a culture of convenience.
Workshop Question - How can your brand utilize convenience to a greater extent?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Low-ABV Liquor
Low-alcohol liquor options are on the rise as people's drinking behaviours shift
Trend - With low-alcohol beers and cocktails on the rise, so now are low-alcohol liquor options. Everything from gin to vodka is now being offered with lower alcohol content in order to prioritize flavor.
Workshop Question - How does your brand cater to the varying needs and preferences of different generations?
6.6
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
Condiment Confection
Condiment-flavored ice creams offer familiar flavors in novel formats
Trend - Ice creams brands that are flavored with popular brand name condiments are on the rise, with everything from ketchup to mayo being used as a base for these desserts.
Workshop Question - How could your brand collaborate with an unlikely brand within your category?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Dessert Sandwich 2.0
The ice cream sandwich format is reinvented with new ingredients
Trend - Breathing new life into a classic dessert format, companies in the food space are debuting creative versions of the classic ice cream sandwich. Focusing primarily on the outside components, brands are using their core products to provide a new spin, appealing to novelty-seeking consumers.
Workshop Question - What are some ways you could reinvent a classic, traditional product in your industry?
3.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Confectionery CBD
Traditional desserts are infused with cannabidiol
Trend - The infusion of CBD in CPG desserts is on the rise, as the legalization of recreational cannabis continues across the United States and Canada. These products make health-conscious consumers more comfortable with indulgence, because of the fact that they offer medicinal benefits that treat a variety of mental and physical issues.
Workshop Question - How could your brand offer enhanced benefits to its product/service?
4.5
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
Mainstream Lavender
The use of lavender as a flavor enters CPG and the QSR space
Trend - Brands in QSR and CPG are taking note of the growing popularity of lavender as a flavor in artisanal food spaces, and are adopting it into their own products. The expansion of this flavor comes as brands adapt to the increasingly wellness-minded nature of modern consumers' consumption habits.
Workshop Question - How could your brand adopt a growing trend in the artisanal space?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends