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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
Anti-Age Snacking
Snackable products boast anti-aging ingredients
Trend—The food industry continues to take cues from the skincare space by adapting snack items with known anti-aging ingredients. These snackable foods give consumers the option to approach their beauty routines from an “inside-out” perspective.

Insight—For those consumers who align themselves with wellness trends, convenience hasn’t always been a factor in their purchases. Many consumers in this space are approaching their health and beauty in all-encompassing ways now that they have a greater understanding that prevention is more effective than reactive care. However, focusing on both topical products and altering their diets to enhance their appearance can be time-consuming. Pre-packaged items that consumers can trust are part of their all-encompassing approach to health function as a simple addition to their daily routines.
Workshop Question — How could your brand prioritize convenience for its customers?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Socialized Dating
Dating apps integrate friend-based features to boost matches
Trend—Brands in the business of creating dating apps are aiming to establish trustworthy connections by using friendship as a basis for matchmaking. Whether facilitating friendships first between potential matches, or using existing friends to vouch for users of the apps, these brands are prioritizing authentic connections.

Insight—Prior to the ubiquity of dating apps, most people met their partners through their immediate networks—particularly through friends. The fatigue that’s now associated with sifting through hundreds of potential partners on various apps has resulted in a reversal where consumers seek out the more trustworthy, authentic connections that were once made by meeting people in-person first. With dating apps developing algorithms to better align with these views, consumers are able to benefit from the convenience of online dating, while believing in its ability to create strong connections.
Workshop Question — How could your brand align longstanding values with technological changes in its space?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Mental Health Activation
Brands facilitate pop-ups that focus on mental health
Trend—Brands are increasingly focused on enhancing the mental health and wellness of their customers, and they’re now doing this through pop-up spaces. Whether charitable or business-focused, these activations prioritize mental wellbeing and aim to give consumers the awareness and tools to take care of themselves and others.

Insight—With global stress levels rising due to a variety of economic, social and political issues, mental health is increasingly in the spotlight—particularly in North America. Consumers’ are increasingly looking to reduce the mental toll that both everyday and large stressors can take on their wellbeing, and brands are responding with a more targeted approach to mental health.
Workshop Question — How could your brand better prioritize the mental health of its customers and/or employees?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Custom Hair
Customized hair care products allow for more targeted care
Trend–Brands in the hair care industry are increasingly offering personalized options, whether those are for topical hair-enhancing products or ingestible ones.

Insight–As consumers become accustomed to market oversaturation in the self-care space, brands are increasingly turning to personalization to set themselves apart. The preference for personalization comes with consumers' desire for purchasing items based on how exclusive they are, even in cases where they're affordable. Having products that are customized for the individual enhances their perceived luxury in the eyes of the consumer.
Workshop Question — How could your brand adopt personalization into its product/service?
7.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Menstrual Supplement
Targeted supplements aim to reduce period symptoms
Trend–With the supplement industry growing, targeted supplements are increasingly popular. Brands in this space are now offering menstrual-specific supplements–containing ingredients that ease common menstruation symptoms like bloating or pain.

Insight–As consumers focus more on "wellness," they increasingly expect targeted products that can be taken or adjusted to suit their exact needs. The growth of the wellness industry to become healthier comes with consumers' experimentation of experiences and products outside of diet and fitness alone, and what's come out of that is more customizable products that enhance their perceived health.
Workshop Question — How could your brand focus on more targeted forms of wellness for its customers?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Contemporary Supplement
Modern "lifestyle" supplements are made more affordable
Trend–With vitamins and supplements now being adapted to suit modern preferences–with contemporary branding and personalized sets or formulations–prices for these items are often inaccessible for most. This is changing with emerging brands in this space offering the same modernized formats, but at reasonable pricing–giving a wider range of consumers access to these products.

Insight–The wellness industry has often been associated with "luxury" and a specific lifestyle that goes with it, however, consumers are increasingly expecting brands to democratize luxury goods in a range of industries. With successful brands in industries like skincare and fashion now affording once-expensive items at more reasonable prices, consumers are increasingly becoming accustomed to giving off the perception of luxury on platforms like social media–without having to spend as much money. The natural progression is for this shift to occur in the wellness space, with brands now having to prioritize both function and accessibility when it comes to offering more "elegant" collections.
Workshop Question — How could your brand make its products more cost-accessible to the average consumer?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Powdered Health
Powdered gut-healthy items are able to enhance the nutrition of various foods
Implications - Brands are increasingly offering flavored digestive aids in powdered form, giving consumers the chance to use them for a diverse range of purposes–whether that's making a smoothie or seasoning a dish. These items come as consumers look for ways to enhance the nutritional value of the foods they eat, without being inconvenienced by that process.
Workshop Question — How could your brand add value to its customers' daily routines in a way that focuses on convenience?
8.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
All-in-One Care
All-encompassing skin and hair care products aim to pare down cosmetic routines
Implications - With Korean beauty now driving many cosmetic trends in North America, the latest is a paring down of daily skincare routines. K-beauty once made-famous the 10-step skincare routine, and with popularity of that has come the reactionary trend sometimes known as "skip-care". With this shift, brands are now offering all-encompassing skin and haircare products that promise to do the work of multiple–allowing consumers the same benefits as multi-step routines–but in a way that prioritizes convenience for those who find themselves without the time or motivation to complete drawn-out regimens.
Workshop Question — How could your brand simplify its product/service?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Holistic Affluence
Brands target luxury consumers in beauty & wellness through means of Naturality
Implications - As consumer’s personal wellbeing remains top of mind, brands are now curating mental and physical wellness products that incorporate more luxury properties like gemstones and crystals to appeal to those with a higher income. Decanters, yoga mats, and other products target affluent individuals who desire a sense of elevated status. This shift from traditional luxury products allows brands to develop new offerings for the wellness-seeking elite.
Workshop Question — How can your brand create new products that combine beauty, wellness, and prestige?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Three-Ingredient Consumption
Brands highlight three-ingredient food, beverage and skincare items
Implications - Three-ingredient products, found in industries that range from food & beverage to skincare, are on the rise as part of the "clean" movement–where fewer ingredients are perceived as healthier by consumers. As many consumers are overwhelmed with choice when it comes to their purchase decisions, these three-ingredient products cater to their desire for both convenient and streamlined routines.
Workshop Question — How could your brand limit its ingredients or offerings to cater to simplicity-minded consumers?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends