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Health Consumer Insights

Cannabis Immunity
Cannabis-featuring products claim to boost users' immune systems
Trend - Cannabis brands are releasing products that they claim help boost consumers' immune system health, with everything from gummy based supplements to sparkling waters that feature cannabis now incorporating these immunity boosting claims.

Insight - In North America, the cannabis industry is increasingly viewed as one that contributes to the overall health and wellbeing of consumers. Outdated notions of cannabis being indulgent or bad for one's health have been pushed aside with the help of accessible information, and formulations that more people feel safer consuming-- including edibles, beverages and extracts.
Workshop Question - How is your brand ensuring its potential customers' trust?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Protective SPF
Sunscreens are adapted with ingredients that also offer protection from blue light
Trend - It's been shown that blue light, which emits from screens, can have an impact on the health of consumers' skin. Now, SPF products that protect users from UV radiation are also incorporating ingredients that tackle blue light exposure.

Insight - Consumers' digital habits now encompass professional, social and recreational spheres. This shift over the past few years has had a number of unintended consequences on consumers' lifestyles that range from physical to mental. While the move to virtual is unlikely to change in the next several years, more consumers will turn to brands that help them counter some of the negative affects of constantly being online.
Workshop Question - How is your brand accommodating customers' lifestyles?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Morning CBD
Cannabis brands release CBD products intended for morning use
Trend - Cannabis brands are increasingly touting cannabis as something that can benefit people's lifestyles, and this now includes the incorporation of CBD into customers morning routines. These products are now being offered in everything from coffees to supplements that are meant to be consumed in the morning.

Insight - The North American cannabis industry continues to grow, and consumers are increasingly using the medicinal and recreational substance to enhance their routines. Whether it's enhancing physical performance or helping users relax, cannabis is quickly becoming a lifestyle product for customers.
Workshop Question - How is your brand expanding its product lines to better integrate into customers' routines?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Beneficial Indulgence
Foods that are typically considered indulgent offer brain-boosting benefits
Trend - Nootropics and adaptogens have become popular for their ability to enhance mental altertness and performance, and brands are now putting these ingredients in items that were once only seen as indulgent. Everything from soda to chocolate, once considered unhealthy, are being enhanced with these ingredients.

Insight - Diet culture has shifted to focus more on overall wellbeing and less on weight-loss, which has made consumers who are trying to maintain their health less restricted in their food and beverage options. Now, consumers turn to brands that prioritize a healthy balance of indulgence and nutrition so they can consume guilt-free.
Workshop Question - How is your brand prioritizing balanced indulgence for its customers?
7.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Smart Bottles
Connected water bottles help users track their water intake
Trend - In an oversaturated market, water bottle brands are trying to stand out by offering bottles that are enhanced with tech. These connected bottles help consumers stay motivated to hydrate during the day, as well as track their intake over time.

Insight - Consumers who prioritize "wellness" are no longer only tracking fitness levels with smart technology, but different facets of their lives that all contribute to their mental and physical health. The use of connected tech to motivate and track performance in a range of areas helps consumers stay committed to their personal goals.
Workshop Question - How is your brand helping to motivate its customers?
9.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Body Neutrality
This new approach to fitness focuses on celebrating what the body can do
Trend - Consumers are growing weary of the aspiration-focused approach to fitness of the past, and body neutrality is a perfect alternative. The movement focuses on fitness as a way to celebrate one's current body (as opposed to fitness as a way to change the body) as a more positive way to approach physical wellness.

Insight - The idea of working out to "look good" is outdated in a world where diversity and inclusivity are celebrated, as it enforces unrealistic and often harmful beauty standards. This does not suit the contemporary consumer, especially post-pandemic when many are re-prioritizing happiness and peace as opposed to aspiration and accomplishment. Ultimately, the body neutrality movement is a result of a redefinition of "wellness" that focuses on both mental and physical health.
Workshop Question - How can your brand help create a less toxic, more inclusive wellness industry?
8.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Prebiotic Hygiene
Prebiotics are infused into deodorants and antiperspirants
Trend - In order to ensure their products stand out in a competitive market, hygiene brands are offering deodorants that are infused with prebiotics. When applied topically, prebiotics are able to balance bacteria and soothe skin.

Insight - The personal care industry continues to grow and as a result, consumers are now faced with many choices in this space that can leave them feeling overwhelmed. These consumers turn to brands that are able to stand out, whether that's through branding, benefits offered, or distinct ingredients.
Workshop Question - How does your brand stand out among its competitors?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Eco Allergy
Allergy-addressing products and solutions are made to be eco-friendly
Trend - Brands that address or cater to consumers' allergies are now prioritizing environmental protection alongside their products. Everything from eco-friendly alternative beverages to pet washes that address skin allergies are now coming in packaging and/or formulas that are better for the environment.

Insight - Consumers' focus on building and sustaining environmentally habits is growing as climate anxiety worsens. Now, more people are looking for small habitual changes they can make that they hope will ultimately reduce their eco footprint. Brands that simplify this process will become increasingly relevant in the future.
Workshop Question - How is your brand empowering customers to be more sustainable?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Infused Mattresses
Mattress brands infuse unlikely ingredients into their products to elevate them
Trend - Focused on enhancing sleep quality and adding additional selling points to their products, mattress brands are infusing ingredients like CBD and green tea into their products in order to promote relaxation.

Insight - Consumers' increased focus on "wellness" in recent years has resulted in them making enhancements to their personal health that goes beyond the standard practice of having a healthy diet and exercising. Now, these consumers expect that brands go above and beyond when focusing on their personal wellbeing.
Workshop Question - How could your brand add an unlikely element into an existing product?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Pregnancy Care
Brands address the physical aches and pains that come with pregnancy
Trend - Traditionally, pregancy care products have been more about ensuring the health of the growing infant rather than the expecting mother. Now, more brands are focusing on the wellbeing of those who are set to give birth with products that help alleviate the pain and strain that pregnancy can have on the body.

Insight - Historically, women's health and experience with issues like pain have not been treated or even studied enough in industries related to health and medicine. This is changing as more women demand that their health and wellbeing becomes a more mainstream focus--and brands are now adapting to this push.
Workshop Question - How is your brand prioritizing underserved demographics?
7.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends