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Curation

Not what is needed, but what is most targeted to a specific type of person. Consumers are sick of doing the guesswork, and are willing to provide enough information to be told exactly what they should buy.
Related Megatrends:
Instant Entrepreneurship
New services make it easier than ever to conceptualize, fund, launch and companies.
Simplicity
In a fast-paced, cluttered world, simplicity stands out, resulting in focused businesses & clean design
Vegetable Haircare
Haircare brands have begun highlighting vegetable ingredients in their products
Trend - Haircare brands have begun highlighting vegetable ingredients in their products. These ingredients include beets, onions, carrots, and avocados in products like hair masks, shampoos, and conditioners.

Insight - Consumers have become ingredient savvy and are very conscious of the products they are using on their hair and skin. The demand for natural hair products has increased as many consumers opt to avoid products with sulfates, parabens, mineral oil, and alcohol. Many of these consumers take a holistic approach when it comes to choosing personal care products, opting for naturally derived ingredients with few or no chemicals.
Workshop Question - How can your brand use natural ingredients to appeal to consumers?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Frozen Keto
Brands launch prepared, frozen keto dishes to offer more convenience to consumers
Trend - To appeal to ketogenic consumers seeking convenience, brands in the food space are launching prepared, frozen ketogenic dishes. These range from frozen pizzas, pasta dishes, and lasagnas–all crafted to follow the 2:1 ratio of fats to protein plus carbohydrates, meeting the needs of keto diets.

Insight - Low-carb and high-protein diets are continuing to gain popularity among consumers, however, finding convenient options that satisfying these requirements can be challenging for many. Individuals will flock to brands that conveniently meet these dietary needs, without having to carry out the complicated task of calculating the micronutrient ratios themselves. Brands that offer products that seamlessly meet these needs will win consumer loyalty.
Workshop Question - How can your brand enhance convenience for your target demographic?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sour Seltzers
Alcohol brands are releasing seltzer beverages in sour flavors
Trend - Brands in the alcohol space are launching new sour seltzer beverages to appeal to consumers looking for novel flavors. These ready-made cocktails are convenient for at-home and on-the-go consumption.

Insight - The popularity of spiked sparkling water continues to grow as consumers seek low-carb, low-sugar, and low-calorie beverages. Knowing that the hard seltzer market is a competitive one, brands are trying to set themselves apart in an increasingly crowded market with novel offerings that focus on flavor. As a result, many consumers are eager to experiment with these unconventional products that still meet their lifestyle needs.
Workshop Question - What novelty flavor or ingredient can your brand use for its next offering?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Vaccination Apparel
Brands are launching fashion pieces designed to be worn while being vaccinated
Trend - As the COVID-19 vaccine becomes more accessible across North America, brands are launching commemorative pieces that users can wear to celebrate their vaccination. These range from shirts to dresses.

Insight - The COVID-19 pandemic has dramatically altered the way of life for most individuals. As hope for a return to "normal" comes into the horizon, consumers are looking to celebrate with specialized products that serve as a visual reminder of this anticipation. Brands that help commemorate these special moments will win consumer loyalty.
Workshop Question - How can your brand help commemorate special moments for consumers?
8.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Seafood Sustainability
Direct-to-consumer seafood deliveries prioritize sustainable practices
Trend - D2C seafood deliveries are increasingly coming from sources that prioritize sustainable and ethical fishing practices that reduce their impact on the environment. These delivery services allow consumers to bypass third-party retailers that may not be transparent about their sourcing.

Insight - Transparency in the food and beverage industry is increasingly important to consumers who are prioritizing ethical and sustainable purchases. Often, it's easier to achieve when consumers do their own research and purchase directly from retailers, rather than from third parties that may not be as transparent about where their inventory is sourced from.
Workshop Question - How is your brand prioritizing transparency to strengthen customers' trust?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
BBQ Seafood
Brands offer seafood-based barbecue products and packages for customers
Trend - As barbecue season approaches, brands in the food industry are offering alternatives to the pork, beef and chicken that's typically enjoyed during traditional barbecues with seafood-based products. These items include everything from fish-based hot dogs to BBQ bundle deliveries.

Insight - North American consumers are constantly on the lookout for healthier alternatives to the products they're accustomed to eating, particularly when they're offered with similar flavors and textures. These alternatives allow consumers to eat healthier without taking away from their routines.
Workshop Question - How is your brand ensuring that its alternatives are easily integrated into customers' routines?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Adventurous Marketing
Brands are offering exclusive content to consumers through specialized apps
Trend - Brands are turning to content subscription services like OnlyFans to market their products during the stay-at-home era. While popular with creators and influencers, fashion brands, media publishers and others are just entering the game with exclusive behind-the-scenes footage and more.

Insight - Consumers are spending more time at home now more than ever due to the ongoing global pandemic and this is causing many to increase their online consumption. Turning to the Internet for anything from shopping and entertainment to socialization and work, many are becoming aware of the ubiquitous and accessible nature of digital platforms. Nostalgic for the exclusive experiences that they might have been privy to prior to the pandemic, consumers are looking to feel special by demanding limited content.
Workshop Question - How can your brand utilize a content subscription service?
8.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Recycled Accessory
Recycled luxury jewerly is becoming popular as a sustainable alternative
Trend - Jewelry brands with products made from recycled materials are increasingly common as consumers look to become more eco-friendly. These items prioritize sustainability while still offering the perception of luxury that consumers want from their accessories.

Insight - Eco-conscious consumers are increasingly looking to change various aspects of their lifestyles in order to accommodate more sustainable ways of living. These changes cover everything from the food they eat to what they wear, as more people become aware of how their purchase decisions impact the environment.
Workshop Question - How is your brand prioritizing sustainability?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Traveling Cannabis
Brands in the cannabis space are making products designed to ease travel
Trend - Travel-friendly cannabis products are currently limited due to restrictions on the plant in most parts of the world, but as more of North America legalizes the substance, more travel-related cannabis products are being made.

Insight - Consumers who rely on cannabis as part of their wellness routines are regularly seeking out convenient ways to incorporate it into their various rituals. These individuals seek out brands that help them maintain their wellness-related habits without them taking up too much time.
Workshop Question - How is your brand easily integrating its product/service into customers' lifestyles?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Modified Worship
Religious communities are adapting virtually & in-person to COVID restrictions
Trend - Religious services are being delivered both through online platforms, as well as in-person, physically distant events. This presents individuals with a choice for what is most comfortable and safe for them as they practice their fate.

Insight - When faced with difficult and devastating times, individuals often try to focus on experiences or objects in their routines that help them feel grounded. The closures of non-essential businesses and services, as well as the need for physical distancing, have caused some of these comfort-inducing experiences to be inaccessible. As a result, individuals are looking for close alternatives that are modified as per government-imposed safety measures.
Workshop Question - How can your brand comfort consumers during difficult times?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends