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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.
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
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
Micronutrient Beauty
Micronutrients are used to market edible and topical cosmetic items
Trend—Ingestible and topical skincare items are being infused and labeled with “micronutrients,” the various vitamins and minerals that are required to maintain health. “Micronutrients” functions as an umbrella term that can be used to imply the nutrient-rich ingredients in these cosmetic products.

Insight—As consumers become increasingly concerned about their health, their knowledge of the ingredients required to maintain it grows. The term “micronutrient,” from a branding perspective, is able to establish trust for the products that consumers choose to purchase to maintain their physical appearances. This follows an overall arc that consumers have followed, where the "natural" associations they make with food-based skincare ingredients give them more confidence that they're not doing harm to their skin when going through their self-care routines.
Workshop Question — How could your brand use branding to establish trust from consumers?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Upcycled Play
Children's products are increasingly produced with upcycled materials
Trend--Products targeted to children, or parents of young children, are being made with upcycled materials that are purported to reduce environmental harm. Everything from clothing to toys are being produced with repurposed materials, allowing parents of young children more flexibility in lessening their eco footprint.

Insight--With older Millennials now being parents, the personal beliefs they hold are bleeding into how they approach childcare. Values like environmental responsibility and eco-friendly purchase decisions are now being imparted onto their Gen Z children, and shopping in a way that's sustainable is a large part of that. By introducing upcycled production into their kids' purchases, they're able to continue with their ethical shopping decisions in a way that also introduces those habits to the next generation.
Workshop Question — How could your brand place a greater emphasis on sustainable production?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
CBD Mix
Mix-in CBD products elevate drinks and food items
Trend–With the growth of the cannabis industry in North America, "mix-in" CBD-infused products are on the rise as consumers look for varying ways to incorporate the calming substance into their diets. These products come in the form of powders that can be mixed into beverages, as well as in the form of seasonings that are used to flavor foods.

Insight–Consumers are increasingly seeking out experimental ways to enhance their health and wellness–especially when it comes to incorporating habits and rituals that don't impact their daily routines. The allure of mix-in CBD is that consumers are often seeking low-commitment purchases–minimal effort that enables both short and longterm results. The convenience of this form of CBD is in the increasingly reliable day-to-day formats it's offered in–with brands in this space prioritizing ease-of-use as a result of consumers' preference for simplicity.
Workshop Question — How could your brand prioritize convenience in its product experience?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sesame Skin
Sesame oil is increasingly incorporated into skincare routines
Trend–Popular in various global cuisines, sesame oil is increasingly being recognized for its nutritious properties that can be transferred to the skincare space. Everything from creams to lip serums are now being infused with the non-comedogenic oil, touting benefits like anti-inflammation and acne-fighting.

Insight–With consumers now overwhelmed with the choices they have in the ever-expanding skincare and self-care industry, familiar and natural ingredients are being pushed to the forefront of discussions around daily skincare routines. This shift comes as more consumers look to pare down their self-care routines–sometimes referred to as "skip-care"–in an effort to get results in a way that's not harsh on the skin, and isn't time-consuming. The aim of using sesame oil in skincare products is to offer consumers both effective and trustworthy results.
Workshop Question — How could your brand enhance trust in its brand with familiar ingredients or elements?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Pineapple Care
The skincare industry adopts pineapple as a key ingredient in products
Trend--Brands in the skincare space are touting pineapples as the main or key ingredient in their products--ranging from serums to overnight masks. Containing enzymes that are said to chemically exfoliate and brighten skin, the incorporation of pineapple into skincare is especially beneficial for brands from a marketing standpoint, as they're able to create branding that strongly resonates with consumers who are motivated by aesthetics in their purchase decisions.

Insight--Consumers' demand for items that prioritize "wellness"–wether that's in fitness, skincare, or food and bev– has often manifested in items that are branded with labeling like organic and natural. The idea that natural means healthier is now permeating even the chemical exfoliant space–where consumers with sensitive skin, or those who prefer informed but pared-down routines, are looking for alternatives to popular ingredients. Products like pineapple-based skincare aim to resolve some of those concerns for wellness-minded consumers.
Workshop Question — How could your brand cater to the wellness movement?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Fruit CBD
Fruit-CBD infusions offer nutritious and calming benefits
Trend–The combination of CBD with fruit is on the rise, with everything from fresh juices to preserved fruits now containing the benefits of the cannabis property. As this industry expands across North America, so does the various ways in which cannabis is consumed.

Insight–With North American consumers now largely on-board with using cannabis for both medical and recreational purposes, brands in this space are looking for ways to grow this market in areas that consumers are already familiar with. These collaborations expand brands' reach while offering the natural health benefits that people are adopting into their daily lives as part of the "wellness" craze.
Workshop Question — How could your brand collaborate with an adjacent industry to form new products?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends