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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.
Red Light Cap
Light therapy is incorporated into headwear products for faster hair growth
Trend - Haircare brands are creating helmet and hat-style caps with built-in light therapy to stimulate hair growth. Often incorporating red light to speed up cell division, these caps claim to help hair grow thicker and healthier while also preventing hair loss.

Insight - Consumers with thinning, balding, or damaged hair often seek products that help to improve the health of their scalp without the use of harsher treatments and medications. In response, hair care brands are experimenting with light therapy to deliver targeted scalp treatments that are less invasive and safer than traditional hair transplant procedures. Businesses that cater to the demand for non-invasive products can appeal to consumers who desire tech-based solutions in the personal care space.
Workshop Question - How can your brand enhance its product or service using scientific research?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Earbud Clip
Audio brands are creating clip-on earbuds for enhanced comfort and reliability
Trend - Audio brands are releasing earbuds with non-invasive clip-on designs. These earbuds are designed to be worn by those who find earbuds often slip out of their ears due to physical activity or ear canal size mismatches. Additionally, the clip-on design leaves the ear canal open for surrounding noise.

Insight - Modern lifestyles have led to nearly every consumer wearing earbuds or headphones for numerous reasons, such as entertainment during commutes, solutions for work calls, or to enhance daily workouts. However, many of these consumers find earbuds uncomfortable or unreliable, as physical activity, or even just walking, can lead to earbuds falling out. In order to address the needs of these consumers, or those who want to hear environmental noise, brands are releasing non-invasive clip-on earbuds.
Workshop Question - How can our brand alter its products or services to ensure both comfort and functionality for users who find typical products uncomfortable or unreliable?
8.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Incremental Game
Games that passively progress over time are gaining popularity
Trend - Incremental games are titles that progress over time without user input. This progress can be accelerated by actively playing the game. The passive progression model leads to consistent progression for the players, which is often satisfying and addicting, regardless of the players' busy schedules.

Insight - One of the fastest-growing markets in gaming is mobile gaming. With nearly every consumer having a gaming-capable smartphone in their pocket, the potential user base for these games is incredibly expansive. However, not all consumers have the time to actively engage with games. For these busier consumers who desire the satisfaction and relaxation of gaming with minimal free time, brands are releasing incremental progression games that automatically play themselves, even when the app is closed.
Workshop Question - How could your brand ensure its products or services are usable by consumers with minimal free time?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Peppered Beverage
Restaurants are crafting iced beverages with spiced peppers for added flavor
Trend - Restaurants and CPG brands are adding dried pepper mixes to iced beverages to add an extra level of refreshing flavor. Previously a more niche product in North America, big-name restaurants are entering the space, leading to spiced beverages becoming more commonplace.

Insight - Spicy products have continued to grow in popularity in the Western World, with studies reporting incremental increases in popularity year over year, particularly from 2019 onwards. This rise in popularity can be attributed to various consumer demands, such as globalization, or the desire for variety, novelty, and healthier products, as many peppers are rich in vitamins and feature antioxidants. In recognition of these desires, brands are infusing peppers into non-traditional beverages.
Workshop Question - How can your brand leverage the growing popularity of spicy products to appeal to consumers who desire novel flavors?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Matcha Lemonade
Brands use matcha in CPG lemonades to diversify flavor offerings
Trend - Beverage brands are crafting specialty lemonades made with matcha. Matcha is used for its smooth earthy taste and subtle sweetness, as this balances out the sharp sours and tangs of lemonade blends. These flavor combinations cater to consumers looking for familiar flavors in novel combinations.

Insight - Consumers in the West, particularly the younger Gen Alpha, Gen Z, and Millennial generations, are growing increasingly accustomed to global cultural influences in food and beverage products. These consumers have adopted new flavor preferences, with drinks such as bubble tea or matcha lattes becoming staples. These consumers are more likely to purchase products with new and unique flavor pairings. In recognition of this, lemonade brands are launching more experimental flavor combinations.
Workshop Question - How could your brand leverage global cultural influences to create new or innovative flavor pairings in its products?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Pumpkin Seed Protein
Brands are launching protein products made from pumpkin seeds
Trend - Pumpkin seed protein is emerging as a standout in the plant-based protein market, particularly among legume-based options. Known for containing all nine essential amino acids, it mirrors the nutritional profile of hemp protein, making it highly valued in vegan and vegetarian diets.

Insight - The rising popularity of plant-based proteins reflects a broader dietary shift towards sustainable and allergen-free nutrition. Consumers increasingly seek diverse protein sources that align with their health and environmental values. Plant-based proteins, like those derived from legumes, not only offer a rich profile of amino acids but also bring additional health benefits such as fiber, vitamins, and minerals. This shift presents a significant opportunity for nutrition brands to innovate with new plant-based offerings, appealing to a market driven by both health considerations and ethical consumerism.
Workshop Question - How can your brand develop innovative plant-based protein products that align with current consumer health and environmental concerns?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Embedded Lending
Tech companies enhance their offerings with Buy Now, Pay Later financial services
Trend - Embedded lending is reshaping financial services by allowing non-financial companies to offer loans and financing, such as Buy Now, Pay Later (BNPL) options exemplified by Apple Pay Later. This trend extends beyond consumer finance into the B2B realm, providing small and medium-sized businesses with faster access to capital through various funding methods like merchant cash advances and revenue-based financing.

Insight - The rise of embedded lending showcases a pivotal shift in how companies across various industries integrate financial services, reflecting a broader trend towards embedded finance. This integration is driven by the desire to enhance customer experiences by providing seamless, on-the-spot financing options, effectively turning every company into a potential fintech player. The ability to offer tailored financial solutions not only improves customer engagement and retention but also opens new revenue streams for businesses.
Workshop Question - How can your brand leverage embedded lending to enhance customer experiences and create new revenue streams through tailored financial solutions?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Hearing Wearable
Eyewear with integrated hearing aids are used as a non-intrusive hearing solution
Trend - Healthtech brands are creating specialized eyewear with built-in hearing aids. Utilizing technologies like bone conduction, transcription, or audio amplification, these glasses aim to provide a non-intrusive solution to hearing impairment—meaning they can be worn daily with minimal discomfort.

Insight - As individuals age, many develop issues related to sight or hearing impairments. These consumers turn to wearable solutions, such as corrective lenses or in-ear hearing aids, to improve their quality of life. However, of these consumers acknowledge that these solutions are uncomfortable, and are just worn as necessities. Brands are now looking to use modern technologies, such as artificial intelligence, to improve the quality of these solutions, both in terms of comfort and assistive ability.
Workshop Question - How could your brand improve upon long-standing products or services by looking to artificial intelligence, or other newer technologies?
8.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Croissant Cookie
New 'Crookies' blend flaky croissant shells with baked cookie dough interiors
Trend - Since their inception in France in 2022, croissants filled with baked cookie dough, or 'Crookies,' have grown in popularity in restaurants and bakeries. Crookies are versatile and offer consumers a mix of the light flakiness of a croissant and the densely flavored dough of a cookie.

Insight - Foodie consumers and influencers continually seek foods with new ingredients, flavors, or cooking methods. These consumers try new products as soon as they are available, with social media bringing attention to more popular selections. Brands recognize that these consumers heavily prioritize more creative and diverse foods. In order to better capture the foodie consumer base, bakeries and restaurants are crafting hybrid pastries that blend different textures and flavors.
Workshop Question - How could your brand create new products and experiences by combining two separate ideas?
8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Anti-Enhancement
Cosmetic injections are repositioned for exclusivity-focused luxury shoppers
Trend - Following the popularization of injectable cosmetic treatments, brands are now introducing products marketed as elevated and exclusive versions of these procedures. These alternatives include topical serums, creams, or devices that target specific skincare concerns such as wrinkles and fine lines.

Insight - As cosmetic treatments become more accessible to the general public, wealthy consumers are seeking out products that are marketed as alternatives to injectables and commonly available treatments. These consumers seek differentiated, premium solutions that reflect their higher status and discerning taste when shopping. Businesses that cater to the demand for premium and exclusive beauty products can appeal to luxury consumers who prioritize investing in the unique and unattainable.


Workshop Question - How can your brand distinguish its premium offerings from its standard ones?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends