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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.
Slim CBD
Cannabis is increasingly used in weight management and fitness-related products
Trend - Cannabis is increasingly added as an ingredient in fitness and even weight loss-focused products. It's being embraced for its medicinal benefits, such as anti-nausea and anxiety reduction. Both qualities are attractive added benefits to one's weight loss or fitness journey, particularly if undergoing additional treatments.

Insight - Though previously seen as a detrimental ingredient to one's health, cannabis is being embraced as an ingredient with numerous benefits. This is especially attractive to consumers who no longer view fitness or weight loss in a vacuum and view wellness as more expansive and holistic. This goes beyond mental health benefits into specific qualities that supplement physical activity or directly address the side effects of specific weight loss treatments.
Workshop Question - Which unconventional ingredients or areas are you overlooking when brainstorming solutions to your customers' specific concerns?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Absorbent Package
Businesses are using moisture-reducing packaging without desiccant packets
Trend - Businesses are using custom packaging that reduces moisture levels with custom materials that do not require desiccant packets. These packaging materials are more sustainable and cost-effective than traditional plastic packages while having active moisture-reducing qualities that protect contents.

Insight - Brands that sell moisture-sensitive products, such as textiles, F&B, or electronics, are tasked with ensuring their products are sufficiently protected while maintaining low packaging costs and adhering to sustainability goals. These complex desires are leading to material science companies creating new solutions that aim to replace traditional packaging methods. Brands that partner with these material manufacturers can differentiate themselves from competitors and more quickly achieve goals.
Workshop Question - How could your brand improve its operations' sustainability by focusing on packaging innovations?
8.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Dissolvable F&B
Brands are designing food and beverage packaging that dissolves in water
Trend - Brands are packaging their products in new materials that dissolve in water. In the F&B space, this type of packaging can be used for condiments or wrapping individual servings of food products. The use of these wrappings has the potential to mitigate pollution stemming from plastic packaging.

Insight - The abundance of readily available information surrounding environmental issues has led to heightened awareness among frequent shoppers. As a result, there is a surge in brands adopting innovative packaging techniques to minimize their environmental impact and stand out in the market. Businesses recognizing the demand for integrated sustainability solutions can attract consumers who prioritize convenient and effortless ways to support environmental conservation.
Workshop Question - How can your brand creatively use sustainable materials in its product offerings?
9.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Unwind Teas
Canned teas are formulated to promote relaxation and induce sleep
Trend - Brands are subverting the idea that evening nightcaps can only be hot drinks or alcoholic with canned teas formulated with calming ingredients. The natural ingredients in these teas offer a healthier alternative to alcohol-based nightcaps, and a more convenient alternative to steeped teas.

Insight - With North American consumers' continued interest in the wellness industry, they're consuming less alcohol and other beverages they consider unhealthy. This has resulted in a growing interest for small or artisanal brands that are adapting faster to their desire for healthy ingredients, transparent labelling practices and functional benefits. As consumers' day-to-day rituals change, they're seeking out brands that align with their desire for health and convenience simultaneously.
Workshop Question - How could your brand better prioritize both health and convenience in new products?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Holistic Learning
Brands are designing language learning apps with a holistic approach
Trend - Brands are designing holistic language platforms to provide a well-rounded approach to learning. These platforms incorporate speech and natural conversation to improve fluency and communication skills, helping learners understand and respond appropriately in natural language settings.

Insight - Avid learners often look for tools to help them communicate effectively in different languages and contexts. As a result, brands are creating apps leveraging cultural insights and real-life scenarios, catering to those looking to understand the nuances of cultural context and communication styles. Businesses that address the demand for comprehensive learning approaches can attract a growing market of self-improvement-focused consumers.
Workshop Question - How can your brand leverage the demand for holistic approaches to enhance customer engagement and loyalty?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sustainable Establishment
Brands are modifying their offices to focus on net-zero emissions
Trend - Businesses are partnering with sustainable development companies, or launching research divisions, to craft carbon-neutral or negative offices. These buildings use renewable energies and sustainable materials as part of carbon offsetting measures—resulting in tax benefits and lower operation costs.

Insight - Large businesses, particularly those connected to large product supply chains, are increasingly receiving pressure from regulating bodies and environmental NGOs to become more sustainable. These businesses are beginning to monitor each part of their operations to identify areas that can be improved to reduce their emissions. As a result, many businesses have chosen infrastructure as a focus for eco-efforts. Businesses that invest in these shifts improve their image while appeasing regulators.
Workshop Question - How could your brand reduce its carbon footprint by analyzing and restructuring its current infrastructure?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sensory Apparel
Brands design clothes to be skin-friendly for children with sensitivities
Trend - Brands are designing children's garments with special fabrics that address the child's individual needs. Frequently promoted for infants and babies with sensitive skin, these garments claim to provide comfort in intimate areas by minimizing the risk of allergic reactions or irritation.

Insight - Parents are increasingly becoming aware of the materials and substances their kids are exposed to, especially when dealing with conditions like eczema and dermatitis. More brands are designing their products to be mindful of adverse reactions, relying on soft and gentle materials to deliver a comfortable experience to little ones. Businesses that align with a consumer desire for holistic health can resonate with individuals who value a comprehensive approach to their child's health.
Workshop Question - How can your brand proactively prevent negative reactions to its product/service?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Upcycled Grape
Distilleries are launching new products made from upcycled grape and grape pomace
Trend - Distilleries are using grapes and grape pomace intended to be discarded to make new drinks. These drinks include Wines and Piquettes, and are new collections marketed as eco-forward additions to the wine industry. These drinks reduce and in some cases eliminate waste from wine production systems.

Insight - Younger millenial and Gen Z consumers are becoming more aware of their passive environmental impact each year, with many looking to adopt more sustainable lifestyles, provided these do not come with significant compromises. One such area that consumers are prioritizing sustainability in is food and drink, increasingly opting for products that avoid single-use plastics and damaging ingredients. Alcohol brands are recognizing these priorities and are looking into more sustainable practices.
Workshop Question - How could your brand incorporate more sustainable materials or practices into its day-to-day operations?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sensitive Bedding
Children's bedding brands promote their skin-friendly qualities
Trend - Brands are offering children's bedding products that prevent sensitivities and aim to improve the quality of their sleep. These linens and comforters are promoting their hypoallergenic and antimicrobial qualities--with some designed especially for medical conditions like eczema.

Insight - Parents have become more cautious with the ingredients and materials their children are exposed to--with notable preferences for non-toxic, "natural," and health-enhancing products. This is particularly true for parents with children experiencing various medical ailments or sensitivities. As more parents take the time to research products before they buy, they're turning to brands cater to their all-encompassing approach to children's health.
Workshop Question - How could your brand better cater to the informed consumer?
7.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Oceanic Linen
Fabric companies are launching linens made from ocean-bound plastics
Trend - Brands in the textile industry are launching new fabric materials made from recovered and upcycled ocean-bound plastics. These textiles help reduce waste while offering affordable products for related industries, such as hospitality and fashion—resulting in durable and sustainable alternatives.

Insight - Industries that rely on textiles face large amounts of waste each year, which is increasingly drawing attention from environmental activist groups and government regulators. These industries, namely the hospitality and fashion industries, are tasked with finding ways to hit sustainability goals without sacrificing the quality of experiences for their customers. This is leading to businesses placing pressure on their suppliers, or on new suppliers, to provide sustainability-first products.
Workshop Question - How could your brand leverage upcycling in its products to improve its sustainability reports?
7.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends