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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.
Podcast Co-Branding
The popularity of several podcasts expands into branded products & platforms
Implications - As the popularity and engagement around podcast platforms grows, brands are starting to get involved through unique product and service partnerships. Seeking to connect with consumers who's rituals revolve around podcast content, brands are turning to collaborations and references that tie in those popular series'. These tactics not only helps to connect brands with more specific audiences, but it showcases the brand's willingness to tap into rising media and content platforms.
Workshop Question — How might you integrate emerging consumer content and media platforms into your business model?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Hygiene Support
Brands adapt hygiene projects with educational and motivational support
Implications - Seeking to encourage rituals around proper hygiene, brands are offering additional features, support and guidance alongside traditional hygiene products for easy consumer integration. From AI-enhanced dental devices that provide feedback on usage to those with virtual enhancements that help gamify the process, these examples not only speak to how general hygiene practices are evolving, but also the importance of guidance, simplification and encouragement that consumers are looking for.
Workshop Question — How might you enhance your current product offerings with tools, technology or assistance that simplifies the process?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Drinkable Metabolism
CPG and QSR brands are offering metabolism-boosting beverages
Trend–Brands in the beverage space are offering metabolism-boosting benefits for everyday use, rather than for physical activity-specific purposes alone. These products prioritize both flavor and function, thus catering to a range of consumers rather than only those who prioritize weight-loss or fitness.

Insight–"Weight loss" branding shifts to general wellness and health as consumers' use of social media has introduced them to the "body positive" movement where general physical health is considered to be more important than being thin. Thus, consumers are no longer seeking out promises of losing weight quickly. Instead, they're turning to foods, beverages, and supplements that offer them health-related benefits that can be sustained long-term. By combining nutritious ingredients with long-term promises rather than quick fixes, brands are able to gain the trust of health-minded customers.
Workshop Question — How could your company rebrand its promises in a way that's trustworthy to its customers?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
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
Nutritious Donut
Donuts become the vessel for serving healthier versions of indulgent food
Trend–Donuts, or donut-flavored snacks, are being offered in healthier forms to cater to consumers looking to indulge without impacting their general health. Offered in everything from donut-flavored yogurts to protein-infused donuts, these items merge both flavor and nutrition.

Insight–As North American consumers understand more about their personal health and how to achieve it, they're also more mindful of the physical and mental stress that can come with once-commonplace practices like overly restrictive diets. Consumers have more knowledge on the negative impacts of such routines, and more consumers are subscribing to the "body positive" movement that was conceived on social media. A more nuanced approach to nutrition and wellness is rising from this general awareness–where consumers understand the need to maintain their health, but do so in a way that isn't as obsessive and still allows indulgences.
Workshop Question — How could your brand balance practicality and indulgence for its customers?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Everyday Self-Clean
Self-cleaning products ease day-to-day routines
Trend–Everyday products that range from litter boxes to pillows are being adapted with "self-cleaning" functions–in the form of advanced antibacterial properties or automated systems.

Insight–Today, consumers are more concerned than ever before about making plans and purchases based on convenience–something they've grown accustomed to since the advent of digital advances, and now expect in all aspects of their lives. Though self-cleaning products would still require upkeep, their longer "shelf life" ensures that consumers are able to make purchase decisions based on long-term convenience.
Workshop Question — How could your brand prioritize convenience in its product experience?
8.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Plant Supplement
Supplements cater specific to the needs of those with vegan diets
Trend–Supplements that are targeted specifically to the needs of vegans are on the rise, as those who subscribe to the restricted diet turned to alternative sources to receive nutrients like iron.

Insight–As the wellness industry expands, consumers who practice wellness-related rituals are increasingly looking to avoid being overwhelmed by the many choices they now have in this space. For some consumers, it's easier to cut through the "fluff" and be served products that work for their specific needs, rather than having to do the research themselves to understand what's best for them. When brands in this space market to more specific preferences and lifestyle habits, they're able to appeal to those who prefer simply labeled solutions for the issues they're aiming to tackle.
Workshop Question — How could your brand create products more targeted to niche consumer preferences?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Marshmallow Makeup
Marshmallow root is increasingly used as a healthy base for cosmetic products
Trend--With its anti-inflammatory and hydrating properties, marshmallow root can be seen popping up in brands in the makeup industry. The herb has been used in various medicinal practices around the world, and its inclusion into North American makeup products comes with the rise of "natural" skin and cosmetic care.

Insight--Consumers are increasingly seeking all-encompassing approaches to healthcare as globalization and demographic shifts introduce new practices and products to regions in which they haven't been as present. These products merge tradition with the trends that are popular today, catering to consumers who value both historical and modern forms of achieving wellness.
Workshop Question — How could your brand balance both traditional and modern values or practices?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Delivery Marketing
Brands use limited time delivery offers to market specific products
Implications - Tapping into the popularity of delivery services and how commonplace they've become in consumers' lives, brands are promoting products through limited-run delivery offers. Providing both a low-friction experience for the consumer as well as a sense of novelty, this marketing approach mixes many different forces to create a memorable experience.
Workshop Question — What are some ways you could use delivery marketing as a way to get consumers interested in your brand's offerings?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Gummy Sleep
Sleep-inducing herbs and ingredients are infused into gummy formats
Trend–With supplements offered in gummy form on the rise, now ingredients that are specially curated for inducing sleep are also being offered in these edible formats. Incorporated with ingredients like chamomile and lavender, these products use novelty to differentiate themselves in the market.

Insight–Consumers are no longer simply looking to use products and services for their function alone, but also for the experience that comes with using those products. Whether that's taking the time to slow down and enjoy something, or adding unexpected elements, consumers, particularly Millennials and Gen Z, are now expecting that brands offer both efficacy and enrichment in the process of using their products. Offerings like edible nighttime supplements are able to take the chore and routine out of consuming sleep aids, and instead make them enjoyable items consumers can look forward to as part of their daily routines.
Workshop Question — How could your brand prioritize experience as much as functionality in its product/service?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends