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Naturality

Social-minded consumers seek connections to experiences and products that connect them to bigger, more important things.
Related Megatrends:
Nostalgia
Fond memories fuel a desire to bring the past into the present, especially with respect to one’s formative years.
Youthfulness
The world is becoming more playful, driven by generations not ready to grow up, including Boomers who desire a more active, enriched life.
Sustainable Serum
Serum formulas incorporate eco-friendly ingredients to promote sustainability
Trend - Skincare brands are getting involved in sustainability not just in packaging, but in cosmetic formulas as well. Serums that incorporate sustainability-focused ingredients are allowing consumers to take care of their skincare needs in a way that's environmentally conscious.

Insight - Sustainability has become more important to consumers, and will be for years to come, as environmental consciousness becomes more crucial to the future of the planet. Right now, more consumers are making micro lifestyle changes in order to lessen their impact, and are turning to brands that help this process along.
Workshop Question - How is your brand prioritizing sustainability?
8.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bike Camping
Bike-friendly camping shelters and equipment is becoming increasingly prevalent
Trend - Brands are launching bikes and bike accessories that accommodate contemporary outdoor enthusiasts. Deployed as camping transport solutions, features like comfort, packability, and weight are strongly emphasized in this category of product.

Insight - As a result of the COVID-19 pandemic and the government-imposed restrictions which forced many to remain at home, consumers continue to look for ways to spend time outdoors and satisfy their spirit for adventure in a manner that is safe and respectable. This has not only caused a surge in the demand for accessible outdoor travel, but it has also led consumers to prioritize their fitness and push their limits in more ways than one, leaving them satisfied with their progress and discipline.
Workshop Question - Conceptualize a way for your brand to tap into consumers' spirit for adventure.
8.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sustainable Sleep
Clothing brands release eco-friendly sleepwear collections
Trend - Sustainability is now being adapted by brands that offer sleepwear, with clothing options that are made from environmentally friendly materials. These products cater to consumers who are adapting their overall lifestyles to be more eco-friendly.

Insight - Sustainability has come to the forefront as the future of fashion as environmental damage due to overconsumption has led to catastrophic damage around the world. Now, more consumers are just as concerned with how sustainable their clothing is as they are with how it looks aesthetically.
Workshop Question - How is your brand authenticlly prioritizing sustainability?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Plant Mayo
Vegan mayo options are becoming more popular
Trend - As alternative ingredients continue their rise in popularity, vegan mayo is now more easily found in stores. These plant-based mayonnaise options are based in ingredients like avocado oil, and come in different flavors.

Insight - Consumers' preference for alternative ingredients no longer just comes from subscribing to veganism, or due to medical issues. Now, the sophistication of alternative ingredients on the market has made consumers more willing to experiment with different flavors and versions of traditional items--particularly when they promise better health.
Workshop Question - How is your brand providing authentic alternative ingredients?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Prebiotic Sodas
Sodas that contain prebiotic ingredients tout their nutritious benefits
Trend - Soda brands are trying to lose the label of being unhealthy by incorporating prebiotics into varying soda flavors. These items enhance gut health while still catering to consumers' desire for indulgence.

Insight - Health consciousness in consumers now translates to balancing indulgence with nutrition, rather than cutting out loved foods and beverages entirely. Thus, consumers are increasingly gravitating to brands that represent the best of both--indulgent foods that still offer health benefits.
Workshop Question - How is your brand balancing indulgence and health for its customers?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sugarcane Pack
Brands use sugarcane as an alternative to harmful plastic packaging
Trend - Sugarcane is being used as a more environmentally friendly alternative to plastic packaging, with brands that range from beauty and skincare, to food brands now adapting the eco-friendly material into their products.

Insight - As the consequences of climate change increasingly make themselves known, more consumers are being mindful of their consumption habits, and how they might contribute to environmental harm. Brands that help empower customers to be more eco-friendly are thus becoming increasingly important.
Workshop Question - How is your brand prioritizing sustainability?
8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sea Moss Care
Sea moss enters the personal care industry in the form of cosmetics and supplements
Trend - Sea moss is becoming the newest "natural" trend in the personal care space, with everything from skincare products to supplements incorporating the ingredient for its soothing and energizing benefits.

Insight - Consumers' trust in "natural" ingredients comes from the familiarity these ingredients offer them. Knowing that something is grown outdoors with limited processing makes them more comfortable with applying it topically, or ingesting it. Brands that use and market natural ingredients are therefore more trustworthy to these consumers.
Workshop Question - How is your brand establishing trust among its customers?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Plant-Based Charcuterie
Vegan charcuterie boards become more popular
Trend - Brands are increasingly offering individual cheese and meat products, or entire collections, designed for charcuterie boards that are completely plant-based--catering to people with restricted diets.

Insight - The variety that now exists in the alternative ingredients market is such that consumers are able to experiment with what they consume in this space, rather than taking what they can get. This includes taking part in food rituals and traditions that were once difficult to engage with as vegetarians or vegans.
Workshop Question - How is your brand offering realistic alternative ingredients?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Natural Cleanse
Dandruff-fighting products adopt natural ingredients
Trend - Dandruff-fighting products are now including and highlighting their natural ingredients, functioning as less-harsh alternatives to common anti-dandruff ingredients like salicylic and zinc pyrithione.

Insight - When it comes to skin and hair care, more consumers are turning to ingredients they consider "natural"--often fruits, vegetables, and various plants. Due to their familiarity, these ingredient are considered more trustworthy for consumers who prefer gentle formulas.
Workshop Question - How is your brand creating trust with its customers?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Seed Cheese
Seed-based cheeses become more popular
Trend - With nuts and soy currently being the most common base ingredients in vegan cheeses, some brands are accommodating people with allergies by swapping nuts with seeds in the vegan cheeses they produce.

Insight - With the alternative ingredient market now offering something for everyone, consumers continue to expect more innovation in the ingredients and formulas offered in this space. Brands that keep accommodating new variations of dietary restrictions will create more loyal customers.
Workshop Question - How could your brand better accommodate specific consumer needs/preferences?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends