Personalization

Trend - Health and wellness brands are offering supplements for mothers who have given birth, that are designed specifically to treat postpartum symptoms, or enhance postpartum health. Everything from breastfeeding to postpartum hair loss is being addressed by these brands.

Insight - In North America, postnatal care for mothers tends to be less hands-on, and many are left with both physical and mental health issues that they require accessible treatments and solutions for. Brands that help empower those giving birth throughout the process, including postpartum, are becoming more appealing as more mothers prioritize self-care.

Trend - Whether they're appealing to people with dietary restrictions or offering upcycled ingredients, brands in the health and fitness industry are offering protein powders but changing how they create and brand their products.

Insight - Consumers increasingly expect that brands that have traditionally catered to one specific demographic expand their offerings so that they appeal to more consumers and their specific needs. Inclusion in the food and beverage industry means appealing to everything from dietary restrictions to eco-friendly values.

Trend - Mainstream brands are launching new footwear options designed to improve the lives of people with disabilities. These include sneakers with a hands-free design for those with limited dexterity as well as unique design details that focus on the senses of touch, sight, and sound for those who require sensory-focused accommodations.

Insight - Thanks to the activist work done by people with disabilities and their allies, there is now a greater awareness of the need to break institutional and physical barriers that prevent people with disabilities from living their lives like other citizens. As a result, consumers are demanding brands work towards inclusivity at all levels–from the products they manufacture to the employees they hire.

Trend - Adaptive skincare products are becoming more common as brands formulate products that are said to adjust to the users' specific skin types and issues once applied. Products in this space include everything from serums to cleansers.

Insight - As consumers continue to prioritize their skincare routines, personalization has become a primary focus for many. Products that are able to suit the exact needs and concerns of individual users are popular since they make users more confident in their ability to help their skin.

Trend - Skincare products that help people with seasonal skin symptoms and transitions are becoming popular. These products remedy everything from excessively dry winter skin to irritation caused by allergies.

Insight - With consumers being more knowledgeable now on what skincare ingredients and formulas work best for their needs, they expect that brands offered personalized products to help them meet their skincare goals. Brands in this industry that prioritize personalization and address highly specific needs are thus increasingly in-demand.

Trend - Brands are leveraging augmented reality technology to reach consumers at home for the holidays. These initiatives include product testing, demonstrations, and mixed reality portals to interact and engage with consumers.

Insight - Consumers crave memorable experiences and connections with loved ones around the holidays. In light of the COVID-19 pandemic, these opportunities have shifted online, and many are looking to foster memories in a more tangible setting. As a result, they will flock to brands that offer engaging and personalized experiences in a safe, interactive manner.

Trend - Modular home office systems are becoming more popular as working from home has become the norm since COVID-19 was declared a pandemic. These systems allow for consumers to build offices at home in ways that are simple and spatially functional.

Insight - As consumers have now grown accustomed to some of the ways their lives have changed over the course of the last year, some of these transitions they now understand as being long-term lifestyle changes. Thus, they're more likely to invest in products and services that help them maintain their new lifestyles.

Trend - Brands in the alcohol space are launching new sour seltzer beverages to appeal to consumers looking for novel flavors. These ready-made cocktails are convenient for at-home and on-the-go consumption.

Insight - The popularity of spiked sparkling water continues to grow as consumers seek low-carb, low-sugar, and low-calorie beverages. Knowing that the hard seltzer market is a competitive one, brands are trying to set themselves apart in an increasingly crowded market with novel offerings that focus on flavor. As a result, many consumers are eager to experiment with these unconventional products that still meet their lifestyle needs.

Trend - Construction brands are making net-zero homes more accessible with modular and prefab designs. These homes are created without producing any carbon emissions through renewable energy and recycled materials.

Insight - The devasting effects of climate change are now well documented, and many consumers accept that human activities are to blame. As a result, many feel a responsibility to the environment and are looking to reduce their ecological footprint in both their day-to-day activities and large-scale purchases. Thus, brands that offer accessible and affordable products designed to "do no harm" will appeal to eco-conscious consumers.

Trend - Airlines, resorts, and travel-related brands are planning for private or semi-private flights. While before such experiences have been considered luxurious, in the post-COVID era, these services seem more like a necessity for comfort.

Insight - Due to the COVID-19 pandemic and the government-imposed restrictions that have been in effect for many months, consumers have altered their habits and interactions for the sake of safety. As countries gradually reopen and the economy attempts a re-start, individuals are remaining wary and anxious in their surroundings. In order to feel comfortable, safe, and at ease, consumers are looking for more intimate services.