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Branding Consumer Insights

Squeezable Butter
Nut butter packaging is being reimagined to be convenient and mess-free
Trend - Brands are redesigning nut butter packaging to better suit the needs of the modern consumer. Geared toward families and individuals on-the-go, the new version boast a squeezable format that ensures easy application and a mess-free experience.

Insight - The lifestyle of contemporary consumers—especially in urban environments—is getting increasingly demanding as individuals are balancing workload, personal hobbies, and time for family and friends. As a result, convenience is a highly desired trait in products and services. In this space, consumers are looking for ways to save on time—whether that be in applications, delivery, or cleanup—which can lead to them feeling less stressed.
Workshop Question - How can your brand optimize its packaging to be convenient?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cannabis Romance
Cannabis branding is lending itself to romantic milestones and Valentine's Day
Trend - Building on the overall growth of the industry and popularity of CBD/THC, cannabis companies are pivoting their marketing strategies to actively include Valentine's Day festivities. Many are inviting romance-inspired branding and products to their collections.

Insight - Novelty is a driving force in the purchasing decisions of many consumers and this is especially true when they are buying something as a gift. In this space, individuals are building off of the receiver's niche interests or opting-in for something that symbolizes the relationship with them. As a result, consumers are prioritizing specific products that offer a degree of novelty, as well as aesthetics.
Workshop Question - How can your brand ease the gift-giving ritual during holidays like Valentine's Day?
8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Fast-Food Aisle
QSR brands are expanding their reach with packaged products in grocery stores
Trend - Fast-food restaurants are increasingly making their most beloved menu items available to consumers in grocery store aisles. In doing so, companies are successful in expanding their reach by entering the homes of consumers.

Insight - In the present-day context, many consumers are dealing with a dynamic and demanding lifestyle that often leaves them racing for time. Because of this, individuals are looking for ways to save on effort when they can and are prioritizing convenience and accessibility when making purchasing decisions. Whether it is for necessities or indulgences, such flexibility offers individuals peace of mind.
Workshop Question - How can your brand offer more flexibility to consumers?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
AI Label
AI technology is being employed in packaging and label design to improve experience
Trend - Brands are embracing artificial intelligence in packaging more boldly, with the hopes of improving the consumer experience through convenience, authenticity, accessibility, and trust. The implementation of such technology in this sector enables fluid storytelling and even self-translating capabilities.

Insight - Contemporary consumers are setting the bar higher for brands as they consider multiple factors before making a purchase, including supply chain transparency, sustainability, accessibility, and so on. In this space, they are looking for concise and accessible information that alleviates any effort needed on their part. When this demand is met, consumers feel at ease with their decision and are more trusting of the brand.
Workshop Question - How can your brand strengthen transparency and accessibility in packaging?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Retail Escape
Opportunities for creative presentation are abundant in virtual environments
Trend - The online environment breaks the boundaries of aesthetic imagination, enabling the existence of various compositions and ethereal landscapes that would otherwise be impossible. As retail brands are pivoting to an all-digital strategy due to COVID-19, many are embracing these advantages.

Insight - The desire for escapism is potent in contemporary consumers who live fast-paced, technologically enhanced lifestyles. With the onset of the COVID-19 pandemic and the associated travel restrictions, many don't have the opportunity or are finding it increasingly difficult to take a break and enjoy a change of scenery. Since many are conscious that non-essential traveling is strongly discouraged, consumers are looking for ways to escape with the help of their imagination.
Workshop Question - How can your brand enhance its digital presence during COVID-19?
7.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Celebrity Seltzer
Celebrity collaborations in the seltzer market are increasing in popularity
Trend - Celebrities—whether they be chefs, singers, and even investors—are recognizing the immense popularity of hard seltzers as refreshing low-alcohol beverages with younger consumers. As a result, many are working with brands to launch their own special version.

Insight - The purchasing decisions of Millennial consumers are strongly influenced by the social media platforms they favor. As many become increasingly trusting of the celebrities and influencers they follow, individuals begin focusing on these personalities' preferences—from lifestyle to food and beverage. This information is later used as guidelines and inspiration for consumer's own purchasing decisions when they are experiencing uncertainty about the items they want to buy.
Workshop Question - Conceptualize a collaboration between your brand and a celebrity.
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Outdoor Branding
During COVID-19, brands are emphasizing the importance of socializing outdoors
Trend - In an attempt to encourage consumers to socialize outdoors despite changes in temperature, brands are launching seasonal products and experiences that make COVID-19 restrictions a little bit more bearable. Playful in nature, these activations also reinforce government-imposed restrictions.

Insight - As the COVID-19 pandemic continues, many are finding it increasingly difficult to follow the strictness of the government-imposed health and safety guidelines and this is especially true for those living in places where it gets cold in the winter. In light of this, individuals are looking for ways to diversify the outdoor social experience, which will allow them to feel more uplifted and encourage them to continue their effort to help "flatten the curve."
Workshop Question - How can your brand help consumers navigate COVID-19 lockdowns?
8.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Nostalgic Alcohol
Childhood nostalgia is paired with alcohol to draw the attention of Millennials
Trend - Restaurants and brands are offering alcoholic beverages in packaging that taps the childhood nostalgia of consumers of age. Offered in various formats, including juice boxes, these novelty products are often paired with an Instagrammable aesthetic.

Insight - Adult consumers often reminisce about experiences from their childhood and as a result, nostalgia becomes a primary factor in purchasing decisions—especially for those who are part of the Millennial demographic. When confronted with a product that conjures memories of their younger self, individuals tend to be overcome not only by a sense of curiosity but also by a desire to indulge and be transported back to simpler times.
Workshop Question - How can your brand tap nostalgia to draw in consumer attention?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Boxed Cocktail
Alcohol brands are launching their products in a box format for ease of use
Trend - In order to make their products more accessible—especially for outdoor gatherings—brands are offering spirits and cocktails in box packaging. Many companies are emphasizing the convenience of this format during the government-imposed COVID-19 lockdown.

Insight - In their everyday, contemporary consumers emphasize convenience and accessibility, especially when it comes to making purchasing decisions about the products that they will use and indulge in. As a result, many are paying attention not only to the contents but also to the packaging format of what they are buying. In this space, individuals feel less stressed out when they opt-in for something that will give them a seamless, fuss-free experience.
Workshop Question - Conceptualize a packaging format that prioritizes convenience.
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Condiment Branded
Condiment-inspired fashion and beauty are becoming increasingly popular
Trend - Condiment brands—from hot sauces to ranch dressings—are launching specialized products in the fashion and beauty category, attracting contemporary consumers through novelty releases and collaborations.

Insight - Millennials and Gen Z consumers are placing an emphasis on products that pique their curiosity not only because they find novelty products entertaining, but also because they derive aesthetic value from them. Since these demographics spend a lot of their time curating their appearance on social media and other digital platforms, they look for items that will allow them to be compelling, while also offering them the ability to express themselves.
Workshop Question - Conceptualize a collaboration with an unlikely brand partner.
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends