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Branding Consumer Insights

Interactive Branding
Companies are making new products accessible with interactive experiences
Trend - Brands across various industries are finding new ways to introduce their products to consumers through interactive experiences and product workshops. These events make new products more accessible and less daunting to consumers as they provide product knowledge through hands-on learning.

Insight - Companies are opting for interactive introductions to their launches to provide product transparency. Consumers are searching for brands that offer detailed information about their products to ensure they understand all aspects of the items they purchase before making informed choices. As a result, companies are hosting events to increase accessibility to product and brand knowledge.
Workshop Question - What resources can your company offer to increase brand and product knowledge?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
NFT Marketing
Brands are embracing non-fungible tokens in their outreach and marketing strategy
Trend - At the beginning of COVID-19, brands quickly pivoted their marketing strategy to digital out of necessity. Now, many companies are embracing the virtual world in its entirety. Recognizing the promise of NFTs (non-fungible tokens), brands across sectors are taking advantage of its popularity to connect with consumers.

Insight - Over the last year and a half, many consumers have developed a keen interest in technology and the virtual world. This pivot, however, is not only driven by the conditions of government-imposed pandemic restrictions but is also a result of a deeply entrepreneurial spirit and sense of curiosity that drives individuals to explore their options—whether that is in terms of entertainment, financial gain, or simply shopping.
Workshop Question - Conceptualize a marketing campaign that embraces NFTs.
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Elevated Beverage
Brands are elevating the aesthetic and recipes of traditional Latin beverages
Trend - Contemporary brands are reimagining the packaging aesthetic and formulas of traditional Latin beverages such as agua frescas, horchata, and tepache. In doing so, these companies position themselves to better target Latinx Millennials.

Insight - When it comes to food and beverage choices, Millennial consumers are notorious for prioritizing modern aesthetics and elevated recipes that reflect both their identity and their sense of style. Since the North American market is identified as a “melting pot” of cultural expressions, young consumers of different ethnicities are creating a demand for options that they can indulge in, while feeling some connection and even nostalgia for their roots.
Workshop Question - Conceptualize a product that combines modern aesthetics with cultural tradition.
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Patterned Packaging
Playful patterns become popular in food and beverage packaging
Trend - Patterned food and beverage packaging is on the rise as brands make more creative attempts to capture the attention of consumers. Playful, patterned imagery on adult-targeted products speaks to the move away from minimalism that can be seen in the branding space.

Insight - Consumers' have grown accustomed to the ways in which brands have tried to appeal to them over the past several years, with minimalism being the most popular choice for brands looking to draw people in. Now, consumers are increasingly attracted to packaging with maximalist design influences for their novelty in the food and beverage space.
Workshop Question - How is your brand finding new ways to appeal to consumers via branding and imagery?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Versatile Oil
As an ingredient, olive oil is being pushed beyond its traditional uses
Trend - Olive oil is recognized for its anti-inflammatory and antioxidant properties. Traditionally used as a cooking or dipping staple, brands are now leveraging the ingredient in new formats. While some are launching drinkable olive oils, others are harnessing it within beauty products.

Insight - The health and wellness movement has changed the lifestyle habits of consumers, instilling in them a sense of curiosity and a dedication to constantly optimize their routine in order to reach their best possible selves. As a result, many are looking for ways to supercharge their habits—whether it is through skincare, nutrition, sport, or something else. In doing so, individuals feel more energized, which allows them to be more productive and confident in their day-to-day.
Workshop Question - How can your brand harness the power of olive oil?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Restaurant Subscription
Dining establishments are launching membership services during COVID-19
Trend - Restaurants, bars, and speakeasy-style establishments are debuting annual and monthly subscriptions that will give consumers access to Chef-curated meals, special events, entertainment, pantry boxes, and more. This move is a direct response to the government-imposed COVID-19 restrictions and seeks to increase loyalty.

Insight - Contemporary consumers are feeling fatigued from months of physical distancing and staying at home. In this space, many are looking for ways to diversify their time and stay positive—whether it is treating oneself to luxury experiences, curated entertainment, or something else. Since individuals are doing their best to maintain the health and safety guidelines defined by governments around the world, consumers are demanding, for added peace of mind, that the businesses they opt-in for are taking appropriate measures to curb the spread of the virus.
Workshop Question - How can your brand utilize or optimize a subscription model during and after COVID-19?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
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?
4.5
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?
6.5
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?
4.8
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?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends