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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.
Cream Hygiene
Cream-based deodorants become more popular
Trend - As more consumers look for hygiene products that are "natural" but still effective, cream-based deodorant formulas have been gaining more traction. These products are also often packaged and formulated more sustainably.

Insight - When it comes to personal care products, consumers are no longer prioritizing convenience the same way they once did. Now that personal care routines are increasingly viewed as "self-care rituals" by consumers, they're more willing to experiment with products that prioritize ingredients and distinct formulas over convenience and/or ease-of-use.
Workshop Question - How could your brand better prioritize product experience?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cream Toner
Moisturizing toners are becoming popular as consumers seek out barrier protection
Trend - As protecting the skin's barrier becomes popular in the skincare space, toners that were typically used to delivery actives, hydrate and/or cleanse the skin are making way for ones that offer cream-based, moisturizing benefits. These products help protect the skin and reduce dryness.

Insight - As the skincare industry continues its growth, consumers seek out increasingly diverse product ranges from brands. Consumers now see skincare as a very personal ritual that's specific to their exact needs, rather than the overarching goals of "anti-aging" that were once so popular in this space. As such, they expect that brands cater to their more individual needs with collections that target increasingly specific concerns.
Workshop Question - How could your brand cater to its customers' more specific needs and preferences?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Treatment Makeup
Makeup products help treat acne instead of just covering it up
Trend - As makeup products are increasingly being adapted with skincare ingredients, cosmetic brands are now releasing makeup with ingredients that help treat acne while also hiding it. Products in this space include everything from foundation to bronzer.

Insight - Prevention has become a primary focus for consumers who enjoy skincare. This preference has now extended into the makeup space as well--with lighter makeup looks that enhance the appearance of skin instead of covering it up, and formulas that offer the skin some benefits.
Workshop Question - How could your brand take inspiration from adjacent industries?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Matte Protection
Sunscreens are offered in mattifying formulas
Trend - Though some sunscreen brands claim non-oily finishes in their products, finding sunscreens that are truly mattifying can be a challenge for consumers. Now, more brands are relasing sunscreens that promise a matte finish for people with oily skin.

Insight - The growth of the skincare industry has been fueled by consumers' growing knowledge of their skin's needs, coupled with their desire to prioritize skincare as part of their health routines. This focus on the skin, particularly preventative skincare, has resulted in consumers expecting increasingly innovative and personalized formulas from cosmetic brands.
Workshop Question - How could your brand better adapt to the more specific needs of its customers?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Vegan Cannabis
Cannabis-infused gummies are formulated for vegans
Trend - As the legal cannabis industry in North America continues to expand, brands in this space are becoming increasingly targeted with who they're aiming to appeal to. Now, vegan products in this space help ensure that people with dietary restrictions can still enjoy cannabis edibles.

Insight - People with dietary restrictions are increasingly expecting that brands cater to their needs, particularly as ingredients formulated for people with these restrictions are increasingly diverse, sophisticated in flavor, and relatively affordable. Now, brands that don't cater to consumers' wide-ranging needs will lose relevance to those that do.
Workshop Question - How could your brand better cater to its customers' more specific needs?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Antibacterial Menstruation
Brands incorporate antibacterial elements into period products
Trend - Brands that specialize in menstrual hygiene products are now incorporating antibacterial materials into their products in order to ensure optimal health and cleanliness. These products include everything from pads to feminine hygiene underwear.

Insight - Women and girls are increasingly promoting the need for brands and institutions to invest in their health and wellbeing--particularly menstruation, which can have physical, mental, and even social impacts. When it comes to menstrual hygiene products, women are seeking affordability, comfortable designs, and additional elements like moisture-wicking features and odor control. Brands that are able to combine those functions appeal to a wide range of consumers.
Workshop Question - How could your brand better prioritize the needs of underserved demographics?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
High-ABV Beverage
Alcohol brands are releasing seltzers and ciders with higher alcohol content
Trend - The low alcohol content of popular ciders and seltzers is appealing to younger consumers who tend to drink less. In order to broaden appeal to more demographics, brands are now offering these beverages with relatively high alcohol content.

Insight - Consumers who enjoy alcohol now have seemingly unlimited options when it comes to new products on the market. For some consumers of alcohol, ABV is just as important as flavor--and they're more likely to make decisions based on the social benefits of drinking rather than solely for the enjoyment of the beverage.
Workshop Question - What tweaks would make your brands product/service better stand out in competitive spaces?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bonded Hair
Hair care brands tout the "bond-building" benefits of their formulations
Trend - In order to combat lack of volume or thinning hair from aging or dyes, hair care brands are increasingly touting the "bond-building" complexes in their shampoo and conditioning products. These bond-building ingredients aim to strengthen the hair and therefore improve its volume.

Insight - Consumers increasingly research products before they buy them, particularly in the cosmetics and hair care space. Now that ingredient and general product knowledge is so common, brands are having to rely less on marketing and claims, and more on featuring ingredients that they know consumers will be looking for.
Workshop Question - How could your brand use consumers' advancing product knowledge to its benefit?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Niacinamide Deodorant
Niacinamide is being used as a key brightening ingredient in deodorants
Trend - With more deodorants containing active ingredients that help treat the skin, niacinamide is the next ingredient that's becoming a popular addition to these hygiene products. Niacinamide helps brighten underarm skin and reduce hyperpigmentation.

Insight - The average skincare consumer is much more educated now, with social media and accessible scientific information online making ingredients, formulations and innovations in this space easier to understand for consumers. This educated consumer now seeks out products with ingredients they know will suit their needs, and not necessarily for how they're branded.
Workshop Question - How could your brand take a more science-forward approach to its branding?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Upcycled Baking
Baked goods are being made with upcycled ingredients to cut down on waste
Trend - Upcycling is becoming an increasingly common practice by small brands in the food industry that are trying to cut down on food waste. Now, baked goods or baking ingredients are also being adapted with these ingredients as a sustainable selling point.

Insight - Sustainability is increasingly becoming a purchase motivator for consumers, particularly in industries like F&B where being eco-conscious is more affordable. As more consumers become educated about the ways in which different forms of production and sourcing impact the environment, they're turning to brands that prioritize sustainability in a way that's impactful.
Workshop Question - How could your brand better prioritize sustainability?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends