Naturality

Implications - As consumers become increasingly more aware of the foods and ingredients they consume, particularly as they start the day, brands are taking note, and are moving toward more restrictive formats to appease those concerned about their diet. Taking more of a free-from approach, brands are proactively speaking to consumer concerns over allergens and dietary restrictions by offering products that explicitly lack certain ingredients. This not only showcases a commitment to consumers, but also a move toward more personalized food and beverage options. [More]

Implications - The keto diet's low-carb, high-fat nature is inherently restrictive, giving brands the opportunity to serve those on the diet by offering them specialty dessert options. The emergence of such products reveal how brands can look to consumer restrictions or selectiveness as opportunities as opposed to barriers. [More]

Implications - The beauty-related benefits that ingesting biotin offers are being taken advantage of by brands within haircare and cosmetics industries, as they incorporate topical applications of the B-vitamin. The infusion of biotin into self-care products creates automatic associations of health and "scientific" reliability in the eyes of the average consumer, limiting the amount of convincing required to sell the products through marketing campaigns. [More]

Implications - High-end cosmetic items that infuse the various beneficial properties of cannabis are increasingly common. This shift comes as privileged consumers become emboldened in their adoption of cannabis as a "lifestyle," and speaks to the substance's increased perceived value for such consumers. [More]

Implications - Cafe brands are offering coffee and tea beverages that retain the basic ingredients of these beverages, but that are enhanced by visual effects in the form of richly pigmented, unlikely colors. These products come as consumers increasingly prioritize aesthetics in their purchase decisions, largely due to their social shareability. [More]

Implications - Borderline invasive alcohol-monitoring implantations are becoming more common as institutions and brands seek to empower consumers in reducing their intake of such beverages. The use of attachable monitoring chips ensures accountability on the part of consumers seeking to enhance their health or overcome alcoholism, while giving companies in-depth quantifiable information on consumer lifestyle habits as they relate to alcohol intake. [More]

Implications - The use of volcanic ash in skin cleansing and care products is on the rise, with brands citing benefits such as acne-prevention, anti-aging properties, exfoliation, and more. These benefits, combined with volcanic ash's natural sourcing and the interest the ingredient's name automatically piques, makes the product an easily marketable addition to skincare brands' product lines. [More]

Implications - Paleo dishes are no longer something that consumers must make at home from scratch, with brands like those in the baking industry offering sweet, packaged Paleo snacks and dishes. This shift speaks to the curation and niche targeting that consumers now expect brands to cater to, with brands responding by prioritizing individual preferences that they can still monetize. [More]

Implications - Consumers are no longer limited to a few unhealthy baking mix options at the grocery store now, as baking brands increasingly prioritize products that cater to dietary restrictions like carb limitations. Low-carb alternatives to traditional baking mixes cater to health-conscious consumers who are still looking to indulge – prioritizing both their needs and their preferences. [More]

Implications - With the rise of DIY craft cocktails has also come a renewed interest in DIY craft juice and tea products, and brands are catering to this shift by offering kits that allow consumers to easily put together alcohol-free beverages. These products cater to the experiential and DIY preferences of consumers, without sacrificing on the convenience that ready-to-eat products offer. [More]