Consumer
Insights

Trend - Brands both within and outside of the alcohol space are debuting premixed and packaged mocktail products. Keeping up with the popularity of premixed alcoholic cocktails and seltzers, this appeals using the convenience and ease of premade drinks that have become so commonplace in the alcohol industry.

Insight - Millennial and Gen Z consumers today are experimenting with reducing their alcohol consumption or eliminating it altogether, largely motivated by a desire to lead a more healthy lifestyle. This same group, however, still enjoys the social aspect of alcohol as well as the taste of many alcoholic drinks, leading to a desire for non-alcoholic products that closely mimic "real" drinks.

Trend - In the "alternative ingredient" market within the food industry, rice-based products are growing in popularity. Used as alternatives for everything from meat to dairy, these products cater to individuals on restricted diets.

Insight - With an abundance of new and trendy "alternative" ingredients in dairy and meat industries, some consumers prefer to turn to more familiar offerings when it comes to their diets. Dietary restrictions for personal or health reasons once came with consumers' being limited in what they could consume, but now the opposite is true. With the many options consumers now have within this space, a segment is turning to familiarity rather than novelty when making purchase decisions.

Trend - Beverages made to mix into alcoholic or virgin cocktails are incorporating cannabis–particularly CBD–into their offerings as consumers look to enhance the benefits of the items they indulge in.

Insight - For health-conscious consumers, indulging in food and beverages that aren't in line with their restricted diets can often require some compromising. The elevation of typically indulgent items with healthy ingredients or enhanced benefits gives consumers peace of mind when they choose to purchase food and beverage items they would typically avoid.

Trend - As cannabis becomes a mainstay in several North American industries, brands in this space are creating or entering retailers that are inspired by more traditional spaces. Whether in the form of diners or ice cream shops, these spaces invite both those familiar and those unfamiliar to cannabis products.

Insight - As consumers increasingly prioritize “wellness” in their day-to-day, they seek out one-stop locations and activities that enable their wellness routines, without impeding on daily life. Thus, merging substances like cannabis with already-familiar activities allows for consumers to attain the benefits of both, in a way that doesn’t inconvenience them as they balance their personal and professional lives.

Trend - In another effort in the hair care industry to mimic the popularity of various skincare products, scalp-specific serums are now being offered to consumers. These products aim to target common scalp issues like hair-thinning, graying hair, or dryness.

Insight - The self-care industry has grown exponentially in recent years as consumers seek out comforting daily routines that they have full control over, in an age where consumer uncertainty is rampant. The skincare industry is particularly prominent in this space, and brands are aiming to mimic that success by focusing on the areas in which skincare most helps consumers. Targeted care is particularly popular among consumers, as it allows them full control--and therefore, peace of mind--over the daily routines they take part in.

Trend - The process of the day-to-day monitoring of epilepsy has now become streamlined through wearable devices that don't impede on individuals' daily routines, and that are able to accurately monitor and predict seizures in patients.

Insight - In an age where most consumers' routines are streamlined with the help of technology, wearable tech is at the forefront of aspects of these routines, particularly as it concerns consumer health. Whether they're tracking low or high-stakes health progress, consumers turn to this technology because of its seamlessness. By allowing for the simple integration of this technology into their day-to-day routines, consumers and patients are more likely to maintain schedules that ensure their overall wellness.

Trend - With many people now turning to scalp-exfoliation products, these items are typically offered in abrasive scrub forms. Now, brands are instead incorporating salicylic acid into hair care products in order to achieve the same benefits, without the harshness associated with scrubs.

Insight - Now that the self-care movement has turned into an entire industry in itself, brands that fall under this industry are having to reach consumers with increasingly innovative promises, formulations, or services. With the overwhelming choice they now face in this space, consumers are always seeking products that go farther in meeting their needs and expectations, and they're now frequently equipped with their own research when making these purchase decisions.

Trend - In addition to focusing on new sales of their products, brands in fashion and beyond are pivoting to strategies that allow consumers to purchase second-hand versions of their goods in an appealing way. This allows these brands to not only highlight their sustainability efforts, but directly speaks to the enduring quality of their offerings as well.

Insight - The growing number of consumers concerned with their environmental impact are facing feelings of guilt upon purchasing brand new products. At the same time, many within this group are accustomed to purchasing new products regularly, creating demand for something that allows them to consume, but in a more responsible way.

Trend - In an attempt to minimize food waste in landfills, companies are exploring options for energy generation. Whether it is to power a vehicle, a production facility or something else, food waste can be turned into biogas through anaerobic digestion or other experimental methods.

Insight - Saving the planet is a priority for many and as consumer consciousness about environmental issues grows, so does the demand to be as eco-friendly as possible. Being efficient in countering climate change is of the greatest importance, hence individuals prioritize solutions that fill two needs with one deed. As a result, harnessing one problem to solve another creates an optimistic outlook for consumers, especially when the solution can be implemented on a grander scale.

Trend - Brands in the cannabis industry are facilitating more sophisticated forms of consuming the plant by offering magazines, recipes and cooking classes for consumers’ in this space to try out at home.

Insight - As consumers in North America become accustomed to the now ubiquitous nature of the cannabis industry, they’re looking for ways to incorporate it into every aspect of their lives. With consumers now appreciating DIY projects and rituals that make them feel like they have more control over their habits, the diverse potential of cannabis allows consumers to the opportunity to better engage with the industry.