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Hybridization

Consumers place a premium on irreplaceability. In this era of oversaturation, differentiation is key. This can be achieved through layering seemingly unrelated ideas to create new categories and experiences.
Related Megatrends:
Co-creation
Brands, products, services and customers are increasingly co-creating an interdependent world.
Multisensation
Tech, AR, VR and interactive experiences are raising our expectations in the realms of entertainment, retail and even food.
Convenience Product
Well-known convenience store chains create private label products
Trend - As more brands branch out with private label products in unlikely categories, well-known convenience store chains are doing the same. Everything from alcohol to apparel exclusive to convenience store brands can now be purchased.

Insight - Releasing private label products is helping brands amidst struggling sales in their traditional categories amidst the COVID-19 pandemic. In addition, these products offer cost-accessibiity and cater to consumers who are motivated by novelty in their purchase decisions.
Workshop Question - What's an unlikely category your brand could enter or experiment with?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Algae Footwear
Algae-made or infused footwear offers a sustainable alternative
Trend - Emerging footwear brands are aiming to be more sustainable with algae-based or infused footwear. This material's renewable nature allows for brands to promote their eco-friendly values.

Insight - The average consumer is more aware of environmental issues as institutions, scientists and activists ring alarm bells about the future of the environment. Thus, brands that allow consumers to live in a way that reduces their personal impact will be increasingly in-demand moving forward.
Workshop Question - How is your brand authentically promoting sustainability?
7.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Collaborative Cannabis
Brands and influencers collaborate with cannabis brands to create edibles
Trend - The popularity of the cannabis industry in North America has resulted in businesses and influencers typically unrelated to this space collaborating with cannabis brands to create and market edibles. These ventures offer more opportunities for both parties amidst booming cannabis sales.

Insight - Cannabis sales in North America have consistently grown in regions where the plant is legalized, with consumers using it not just for recreational purposes but to generally enhance their lifestyles. As consumers look to try new and innovative products in this space, brands are accommodating them by expanding their offerings.
Workshop Question - How could your brand collaborate with an unlikely industry?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cannabis Primer
Cosmetic primers include the various properties of cannabis
Trend - Primers that are applied to the skin or eyes before makeup application are increasingly including the various properties of cannabis, including hemp and CBD. These primers help enhance makeup application while benefitting the skin.

Insight - As consumers become more picky with what they put on their face, makeup brands are increasingly prioritizing elements of skincare so that people feel comfortable that they'll enhance their appearance in the long term as well as in the short term. Consumers are more likely to trust natural ingredients that they know will benefit their skin.
Workshop Question - How is your brand taking cues from adjacent industries?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
SPF Goods
Brands highlight the SPF content of clothing and other outdoor items
Trend - As SPF protection becomes more important to the average consumer, brands that offer products like clothing and outdoor gear are increasingly highlighting the sun protection that their products provide.

Insight - Consumers have been focusing more on preventative health, and one change that's been particularly significant in recent years is avoiding the sun, or protecting oneself from it. Sun protection is now a priority for consumers as they understand its impact on both their health and physical appearance, and they're turning to brands that will help them stay protected.
Workshop Question - How is your brand prioritizing customers' preventative health rituals?
7.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
CBD Treat
Pet food and treats are infused with CBD to relieve both hunger and anxiety
Trend - CBD supplements for pets in North America remain popular, and some brands in the pet food space are branching out further with pet treats and foods that incorporate the cannabis property and its anxiety-relieving benefits.

Insight - When it comes to pet care, consumers are increasingly focused not just on their pets' health, but their mental wellbeing as well. Now, people are prioritizing on everything from stress-relief to mental stimulation for their animals, and are turning to brands that specialize in those forms of pet care.
Workshop Question - How is your brand adjusting to consumers' changing wellness needs?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Konjac Skincare
Brands tap into the konjac root for skincare products
Trend - Konjac root, an ingredient native to Japan, is said to boast natural moisturizing properties that penetrate the first layer of the epidermis to promote hydration and elasticity. Brands in the cosmetic space are now leveraging the ingredient in various skincare products.

Insight - Consumers are faced with an overload of information when it comes to skincare and cosmetics, leaving many individuals feeling overwhelmed. As a result, these consumers are drawn to "natural" ingredients in the skincare space since they are viewed as more trustworthy and less harmful. Thus, consumers will flock to brands that highlight their natural ingredients.
Workshop Question - How can your brand use natural ingredients to appeal to consumers?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Botanical Protection
Products with sun protection incorporate soothing botanicals
Trend - Sunscreen or SPF-incorporated products are increasingly including botanicals like chamomile for their soothing and skin-enhancing benefits. As skincare becomes more popular, so do sunscreens with multiple benefits.

Insight - Skincare continues to grow in popularity, particularly as the last year's lockdowns and restrictions have given consumers more time to focus on taking care of their skin's health and appearance. The experimentation in this space has resulted in consumers seeking out products with as many benefits as possible in order to achieve their desired results.
Workshop Question - How could your brand add additional benefits to its product/service?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Pet Bars
Pet treats and snacks come in the form of snack bars
Trend - Snack bars that are made for pets are increasingly common as brands look to offer more conveniently packaged treats for people's animals. These include everything from individually wrapped supplement bars for dogs, to break-apart cat treats.

Insight - Consumers in North America are increasingly investing in their pets' health and mental wellbeing, and this often comes with somewhat inconvenient routines for themselves and sometimes their pets. Brands that are able to merge quality animal care with convenience are therefore most appealing for pet owners.
Workshop Question - How could your brand better prioritize convenience for its customers?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Botanical Seltzer
Hard and alcohol-free seltzers are adapted with botanical ingredients
Trend - With both alcoholic and non-alcoholic seltzers being viewed as healthier alternatives to various beverages, brands in this space are elevating their flavor and benefits by infusing them with botanical ingredients.

Insight - Whether its in food, beverage or alcohol, consumers are constantly seeking healthier alternatives to products they already enjoy. This increased focus on personal "wellness" has resulted in consumers being not necessarily more calorie-conscious, but more ingredient-conscious and aware of that they put into their bodies. Brands that prioritize nutrition or free-from ingredients are more appealing to these consumers.
Workshop Question - How could your brand better prioritize or highlight healthy products/ingredients?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends