Customization Consumer Insights

Trend - Postcard-making workshops are becoming a popular feature at pop-up events, offering guests a creative, hands-on way to connect with the brand. These interactive sessions allow participants to create a tangible, personalized product that delivers a message and introduces a new brand to the recipient.

Insight - Consumers seeking unique shopping experiences are increasingly drawn to events that facilitate personal connections with brands and encourage sharing the experience with loved ones. In response, brands are designing pop-ups that allow consumers to create personalized keepsakes for those in their lives and invite these individuals to experience the brand. By focusing on consumers' desire for shareable moments, brands can attract an audience that values community throughout the product journey.

Trend - Computer hardware brands are releasing power supplies with modular designs that enable users to use only the necessary connectors. This saves space and improves aesthetics in custom builds by reducing clutter. Previously exclusive to higher-end PSUs, even budget devices are adopting modularity.

Insight - Consumer technology enthusiasts frequently build their own custom devices, whether as a hobby or as a cost-saving measure compared to buying prebuilt units. When building their own devices, consumers on a budget often prioritize high-performance components, while on the higher-end of the cost spectrum, aesthetics also become an important factor. Hardware brands are trying to appeal to both consumer segments by launching affordable devices with aesthetic benefits.

Trend - Businesses are using custom packaging that reduces moisture levels with custom materials that do not require desiccant packets. These packaging materials are more sustainable and cost-effective than traditional plastic packages while having active moisture-reducing qualities that protect contents.

Insight - Brands that sell moisture-sensitive products, such as textiles, F&B, or electronics, are tasked with ensuring their products are sufficiently protected while maintaining low packaging costs and adhering to sustainability goals. These complex desires are leading to material science companies creating new solutions that aim to replace traditional packaging methods. Brands that partner with these material manufacturers can differentiate themselves from competitors and more quickly achieve goals.

Trend - Advent calendars, traditionally filled with small snacks, are now being made to include savory meals in each pouch. While this started as a novelty, it is now gaining mainstream popularity. These calendars are intended for consumers who are less interested in treats than traditional foods.

Insight - The holiday season is often categorized as one of consumption, whether it be gifts for loved ones or food and drink. Consumption combined with festivities leads to an increase in people sharing their favorite foods with one another as an expression of the relationship between the two. These consumers are aware that not every individual shares the same preferences for foods in festivities, leading to the diversification of traditional festive products for those with distinct tastes.

Trend - E-bike and battery manufacturers are creating wireless charging solutions for convenience and durability. These components have fewer moving parts, require less maintenance, and are intuitive for new riders, lowering the barrier-to-entry for e-bike adoption.

Insight - As electric bicycle adoption continues to rapidly accelerate in North America, Europe, and Asia, companies are continually trying to get ahead of industry trends and meet demands early. One of the reasons customers are drawn to e-bikes is convenience. These bikes require less work than manual bikes to ride, though they require more maintenance to care for the battery and components. In addressing this, brands are launching wireless chargers for e-bikes that enhance convenience.

Trend - Restaurants and food brands are launching pastries infused with both taro and cheese, combining the sweet, nutty flavor of taro with the rich, savory flavor of cheese. Taro is traditionally found in dishes across East Asia and is now gaining popularity in pastries in North America.

Insight - Consumers are drawn to pastries for their versatility. Pastries can be sweet and sugary, fruity and healthy, or rich and savory. Each consumer may have different preferences, leading to brands consistently experimenting with new ingredients to include in pastries. Some brands have responded to this pressure by looking to cultural recipes from other regions. Out of these recipes, customers in North America have shown interest in mixed taro and cheese pastries for their blended flavors.

Trend - Brands are launching technology products designed to be upgraded by the end-user. This includes laptops, smartphones, and gaming devices. This reduces manufacturing costs and consumer costs by allowing brands to sell single components at lower prices, instead of completely new devices to users who want upgrades.

Insight - Consumers are increasingly familiar with technology due to the pandemic and the younger generations growing up surrounded by devices. These consumers often repair and upgrade their own products rather than seek help from repair businesses as a cost-saving measure. As a direct result of this, these consumers are drawn to products designed to be opened and repaired. This creates a demand for businesses to sell individual components and products designed to be opened and modified, with a focus on products not as commonly designed to be repairable and upgradable, such as phones or laptops.

Trend - Computer manufacturers are using open-source operating systems (OS) to create more curated experiences for consumers while simultaneously diversifying the OS market. These open-source systems offer benefits that range from streamlined processes and user interfaces to personalization.

Insight - Many consumers that use computers for either entertainment or professional purposes feel that traditional operating systems are difficult to navigate and are cumbersome. Companies are adapting to this pressure by equipping computers with operating systems that are tailored to the desired use case. This leads to developer-focused laptops with coding-focused home pages or gaming computers that launch directly into gaming platforms.

Trend - Companies are launching specialized and accessible modular music-making units for beginners and enthusiasts. The flexible format is portable, lending itself to the specific needs of the user and enabling them to create an intuitive approach to their craft.

Insight - Whether it is for work, a hobby, or something else, contemporary consumers are placing a premium on personalization because it affords them peace of mind by allowing them to design a product that perfectly fits their needs. By being able to tailor something to their exact specifications, individuals feel relieved that they haven't wasted time in surveying a plethora of options on the market, but also reassured and better supported in their unique endeavor.

Trend - Tech companies are making the personalization and sending of gifts more efficient thanks to artificial intelligence. Whether deployed as a means of helping one choose a gift or as a service that tracks return-of-investment, these platforms are increasingly streamlining the experience.

Insight - Whether it is for the holiday season or for a different special occasion, many contemporary consumers often find it difficult to decide what to buy for someone else—especially when they are faced with an overwhelming number of choices. In this space, many emphasize personalization as a way to make a decision, creating a demand for services and experiences that can give them peace of mind, while simultaneously delighting the receiver of a gift.