Lifestyle Consumer Insights

Trend - Ice cream manufacturers are drawing on the traditional Southeast Asian dishes made with pandan to inspire their recipes. These brands transform the original recipes with additional ingredients—such as coconut milk—that make them more fitting for the sweet, creamy flavor palates of ice cream.

Insight - Modern consumerism in Western countries has led to countless product, food, and flavor options. While many regional products have gained global popularity, some more traditional products face challenges in similarly expanding. However, Gen Z and millennial consumers in the West are continually searching for the next food trend to enjoy for themselves and share on social media. As such, brands are drawing inspiration from cultural roots to offer tried-and-true flavors to new consumers.

Trend - Sports equipment companies are experimenting with connected AI-powered features to enhance training and gameplay experiences. These features are used to precisely monitor player performance over time and expose areas for improvement—effectively streamlining the coaching processes.

Insight - The sports equipment industry is focused around constant improvement and results, with each product pitching that it will directly contribute to better performance than its competitors. This competitive culture leads to brands looking into adjacent fields to anticipate future innovations in sports, while players are willing to try new, experiential products to get an edge over their peers. This collective drive for future-facing products has led to AI integrations in equipment.

Trend - DGL (deglycyrrhizinated licorice) pet supplements are derived from licorice root but undergo a process to remove the compound glycyrrhizin. These supplements have gained recognition for their efficacy in addressing various health issues, particularly those related to the digestive and respiratory systems.

Insight - Amidst the cost-of-living crisis, pet owners often seek products that allow them to proactively support their animals' health and avoid expensive medical fees. The accessibility of over-the-counter remedies helps owners reduce the likelihood of infections and other illnesses while eliminating everyday stressors like distance, cost, and scheduling associated with veterinarian visits. Brands that recognize the need for accessible, cost-conscious pet care solutions are able to appeal to these consumers.

Trend - Freeze-dried food, which has almost all of its original moisture content removed, is becoming more popular as consumers seek out healthier indulgences. Ice cream, fruit, and candy that are freeze-dried have a higher shelf-life and offer consumers a sensorial snacking experience.

Insight - More people have turned to healthy snacks as they become knowledgeable about ingredients and food production--but the desire to indulge remains. This duality has resulted in consumers seeking out healthier alternatives with sensorial elements--creating the same sense of satisfaction that less nutritious indulgences do. As more consumers prioritize balance in their diets over restricting food, they're turning to brands that offer a well-rounded approach to food and nutrition.

Trend - Restaurants in North America are drawing inspiration from the popular Mexican dish Birria for new menu items. These menus repurpose the traditional stew in new formats, offering Birria-infused meals such as burgers or pastas—exposing new consumers to traditional Mexican flavors.

Insight - MIllennials and Gen Z dine out more than previous generations, with many younger consumers falling into habits of ordering food almost exclusively. This pattern directly impacts the growth and competition in the service and food delivery industries. Additionally, the convenience of delivery apps leads to consumers quickly burning out of their favorite traditional menu items. Restaurants are recognizing the competitiveness caused by these factors, and are responding with unique recipes.

Trend - Tex-Mex's cheese and meat-based dishes are being revamped with options for consumers who prefer vegan food. Plant-based Tex-Mex fries, wraps, tacos, and meal-kits are being added to brands' menus and offerings in order to reach more consumers.

Insight - Vegan and flexitarian diets are increasingly common in North America due to the more authentic imitations now available to consumers. These alternatives have resolved the hesitation that people once had to experiment with plant-based foods--both at home and when dining out. This shift, coupled with vegan food being generally more nutritious, makes plant-based options appealing for consumers who want to indulge without impacting their health.

Trend - Companies are debuting everyday carry (EDC) condiments to enable consumers to add flavors to any meal or snack. These bottles are durable and hold less than 2oz of topping, so as not to add weight to the consumers' bags. These products are aimed at foodies who want to enhance regular meals.

Insight - For foodies and health-minded consumers, the ability to ensure food is both flavorful and healthy is paramount. The need for specific combinations between flavor and function, as well as the desire to share flavors with companions, leads many foodies to prepare their own meals rather than ordering food while away from home. Brands are recognizing this diverse set of desires and are responding by launching more convenient on-the-go solutions for flavor or nutrient enhancement.

Trend - Brands in the beauty industry are releasing liquid soaps and soap bars made with single-ingredient recipes. These soaps feature simple labels and are easy to understand by the consumer. The one-ingredient composition makes these soaps easy on sensitive skin or skin with specific needs.

Insight - When choosing personal care products, some of the largest factors consumers consider are efficacy, sustainability, and ingredients. Whether for environmental or personal reasons, many consumers are dissuaded by heavily processed products with complex lists of chemicals and instead gravitate toward organic, locally sourced, and other natural product labels. Brands are responding to these pressures by releasing products with simple, transparent recipes.

Trend - Brands in the beauty industry are releasing products with fully dissolvable packaging. Going beyond biodegradable or recyclable, these packages are fully sustainable, dissolving in minutes of the product being used. This shifts the perception of the beauty industry to be more eco-friendly.

Insight - Younger Gen Z consumers are more interested in self-care and cosmetics products than previous generations, with consumers across all genders consuming more cosmetics products than previous generations in the same age range. These consumers are growing up in a time when schools and NGOs are advocating the importance of immediate shifts toward sustainability. As such, brands in traditionally unsustainable industries are adopting new practices to better meet the needs of Gen Z consumers.

Trend - The popularity of fruit-infused waters, sodas and alcohol in the CPG space has created demand for DIY water infusion devices. These kitchen appliances and portable tools make DIY produce infusions simpler and customizable--while catering to health and budget-conscious consumers.

Insight - Influenced by inflation, social media and a greater understanding of ingredients and production, today's 'foodie' is likely to prefer experimenting at-home rather than in restaurants. As rising food costs impact more consumers--appliances and apps that help them save on everyday "indulgences" they'd normally buy in-store are becoming more popular.