Consumer
Insights

Trend - Vegan brands are being more intentional with their products with food, beverage and ingredient pairings that are becoming increasingly sophisticated. Everything from specially paired charcuteries to yogurt toppings are being offered to people who consume vegan food.

Insight - When it comes to dietary restrictions, consumers no longer "take what they can get." The increased demand in this space has resulted in elevated alternatives that are focused on flavor, texture, and ingredients--like any other non-restricted food item would be. Vegans and those who experiment with vegan foods expect that brands are able to meet their more sophisticated tastes.

Trend - The cosmetic industry is becoming slightly more eco-friendly with some brands in this space offering makeup and skincare applicators that are biodegradable. Everything from facial cleansing pads to makeup-applying sponges are being made with biodegradable materials.

Insight - A major motivator for consumers looking to purchase products now is if the brands in question have production processes and uphold values that align with consumers' own ethical values. These include everything from equality and diversity to environmental consciousness.

Trend - The continued poplarity of skincare has resulted in brands offering apps and devices that allow people to track how their skin and scalp care regimens are improving the health and appearance of their skin and hair over time.

Insight - Consumers who are interested in skincare know that it typically takes time and consistency to see even minimal results in the health and appearance of their skin. At times, the length of time the process takes results in people not knowing how far their health has come due to small, imperceptible changes over time. People invested in this process benefit from trackers that help them maintain patience in their routines.

Trend - The North American cannabis industry is entering the holiday market, with everything from celebratory champagnes to festive desserts being offered in holiday themes. These products offer a relaxed alternative to more rowdy, alcohol-based holiday celebrations.

Insight - This holiday season, people around the world are being encouraged to limit their celebrations in the name of public health. Thus, more people are celebrating this season with relaxed and intimate rituals within their own homes. These consumers are looking for items that are in keeping with the theme of the season, but also acknowledge the alternate nature of their celebrations this year.

Trend - Virtual journaling is increasingly popular and functions as an alternative to keeping a written journal. These apps help consumers stay consistent in the process of writing about their days, feelings, and goals.

Insight - The digital habits of consumers are such that most of their days are spent online--working, engaging with peers, and consuming content. The takeover of virtual spaces has resulted in consumers that are accustomed to digital rituals. These consumers turn to brands that are able to transition traditional rituals into the virtual space.

Trend - The hybridization of beauty and yoga is becoming increasingly popular as cosmetic brands launch products that are targeted at yogis, while yoga brands create their own branded skincare collections.

Insight - The health and wellness movement has motivated contemporary consumers to adopt certain habits in their routines and this causes some of their daily needs and expectation of products to change. In this space, many are looking to maintain quality and convenience in their life by switching to options that better fit their new-found needs, enabling them to feel comfortable and secure throughout.

Trend - Nonprofit organizations are looking to support the business endeavors of the LGBTQ+ community. In this space, various entrepreneurship resources, programming, and events are being directed toward overcoming barriers and getting ahead in industries.

Insight - Diversity and inclusion in all facets of life—from social circles to workplaces—are extremely important to contemporary consumers and as a result, many are advocating in favor of equality and opportunity for all. Given the many systemic barriers that are historically encoded into Western civilization, consumers are creating a demand for specialized resources that will support and assist in the growth of people who are part of marginalized communities.

Trend - Self-sanitizing products are on the rise and since personal technology is frequently used, companies are developing anti-microbial tech accessories—like phone cases, screen protectors, laptop sleeves, and the like.

Insight - The COVID-19 pandemic and the accompanying government-imposed restrictions have made consumers very wary of the cleanliness of surfaces. As individuals are striving to "flatten the curve,", they are being increasingly mindful of their hygiene habits—both in terms of their body, as well as their possessions. In doing so, they not only feel safer but also gain peace of mind that they are doing their part in keeping their family and friends safe.

Trend - Designers are exploring the possibilities of earbuds in assisting with health conditions and personal endeavors. Either deployed as a multi-functional product or as reimagining popular use, these innovations are studied for their ability to provide pain relief or learning benefits.

Insight - Aware of the advancements in technology, design, and science, contemporary consumers are consistently on the lookout for products that might provide them with solutions for a personal problem or desire. Whether it is connected to some type of health condition or an aspiration, individuals are prioritizing non-invasive and seamless solutions because this allows them to feel safer and more secure during use.

Trend - Content houses—also known as "collab houses"—are becoming increasingly popular amid young social media influencers. As a result, brands and designers are working on offering opportunities to this community through elevated, or even branded, experiences.

Insight - Social media plays an important role in the lives of Gen Z consumers, many of who utilize such platforms as a means of self-expression, socializing, or even advancing their career. Young entrepreneurs are increasingly looking for ways to gain independence and create a seamless lifestyle that mixes work with play. This not only allows them to feel more confident but also motivates them to be productive and efficient in maintaining their own image.