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Lifestyle Consumer Insights

Cream Hygiene
Cream-based deodorants become more popular
Trend - As more consumers look for hygiene products that are "natural" but still effective, cream-based deodorant formulas have been gaining more traction. These products are also often packaged and formulated more sustainably.

Insight - When it comes to personal care products, consumers are no longer prioritizing convenience the same way they once did. Now that personal care routines are increasingly viewed as "self-care rituals" by consumers, they're more willing to experiment with products that prioritize ingredients and distinct formulas over convenience and/or ease-of-use.
Workshop Question - How could your brand better prioritize product experience?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Drought-Friendly
Food and beverage brands offer products based in water-conserving ingredients
Trend - As climate change worsens, eco-friendly food and beverage products become more popular. Now, natural ingredients that can be made with limited quantities of water are being touted as drought-friendly options in the food and beverage space.

Insight - The impact of climate change is increasingly visible to the average consumer, with droughts, pollution and the worsening of natural disasters causing eco-related anxiety. As consumers think about how their own lifestyles might contribute to these crises, they're turning to brands that help them mitigate their impact in both small and large ways.
Workshop Question - How could your brand make eco-friendly consumption simpler for its customers?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Eco Subscription
Sustainable F&B subscriptions are making eco-friendly consumption simpler
Trend - As consumers look for ways they can live more sustainably, they're turning to brands that curate eco-friendly subscription boxes for food and beverages. Products in this space include everything from sustainable meal kits to wines.

Insight - Sustainability is an increasingly important purchase motivator for consumers, particularly as the impact of climate change becomes more apparent to the average person. This developing sense of urgency is making consumers change some aspects of their lifestyles to prioritize sustainability--and they're turning to brands that help make this process simpler.
Workshop Question - How could your brand make sustainable consumption easier for its customers?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Subscription Grocer
Grocery subscription services help users access limited or affordable items
Trend - The pandemic fueled online grocery orders, and it made way for an increase in grocery subscription services that consumers can use to have food items delivered to them on a consistent basis. These services typically provide access to more affordable and/or limited products.

Insight - For consumers, the benefit of subscription services is in their convenience. This is especially true for people who deal with barriers to shopping in-person regularly--whether those are working and childcare, a disability, reduced mobility from age, or a lack of affordable options. Businesses that prioritize the specific needs of underserved demographics will appeal to consumers who appreciate (or need) more personalized services.
Workshop Question - How could your brand prioritize accessibility in its product offerings?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Millennial Retention
Brands aim appeal to the Millennial employee pool with specific benefits
Trend - As Millennials grow older and more confident in their skills and work experience, they're becoming more valuable to brands. In order to better retain employees in this demographic, brands are offering benefits that are specific to their needs--including debt repayment and family planning.

Insight - Amidst the "Great Resignation," Millennials have been shown to be the most likely to quit their jobs. Dealing with economic disillusionment, burnout and uncertain futures, this generation has now spent enough time in the workforce to know whether or not employers are holding up their end of the bargain. The push for Millennial retention in the workforce is a response to their shift in attitudes about corporate work, as well as their increasingly valuable experience and skillsets.
Workshop Question - How could your brand better prioritize employee retention?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Vegan Cannabis
Cannabis-infused gummies are formulated for vegans
Trend - As the legal cannabis industry in North America continues to expand, brands in this space are becoming increasingly targeted with who they're aiming to appeal to. Now, vegan products in this space help ensure that people with dietary restrictions can still enjoy cannabis edibles.

Insight - People with dietary restrictions are increasingly expecting that brands cater to their needs, particularly as ingredients formulated for people with these restrictions are increasingly diverse, sophisticated in flavor, and relatively affordable. Now, brands that don't cater to consumers' wide-ranging needs will lose relevance to those that do.
Workshop Question - How could your brand better cater to its customers' more specific needs?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Antibacterial Menstruation
Brands incorporate antibacterial elements into period products
Trend - Brands that specialize in menstrual hygiene products are now incorporating antibacterial materials into their products in order to ensure optimal health and cleanliness. These products include everything from pads to feminine hygiene underwear.

Insight - Women and girls are increasingly promoting the need for brands and institutions to invest in their health and wellbeing--particularly menstruation, which can have physical, mental, and even social impacts. When it comes to menstrual hygiene products, women are seeking affordability, comfortable designs, and additional elements like moisture-wicking features and odor control. Brands that are able to combine those functions appeal to a wide range of consumers.
Workshop Question - How could your brand better prioritize the needs of underserved demographics?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Vegan Eggnogs
The popular holiday beverage eggnog is being offered in vegan formulas
Trend - Seasonal food and beverage items are increasingly being offered for vegans or people with other dietary restrictions, and eggnog is now one of them. These formulas are based in popular plant-based milks like oat and macadamia.

Insight - As "alternative" ingredients become more sophisticated and diverse, consumers are more likely to experiment with them even if they don't have any dietary restrictions they subscribe to. Brands that are expanding their collections with vegan options are prioritizing inclusion while catering to a wider range of demographics.
Workshop Question - How could your brand expand its offerings to cater to different consumers?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
App Catering
App-based catering platforms help users remain organized
Trend - Some brands are making the process of catering food easier for both businesses and end users through the use of virtual platforms. App-based ordering systems help users plan and organize catered meals with minimal communication.

Insight - Convenience is extremely important to consumers, particularly when brands use consumers' existing habits (like smartphone use) in order to make consumers' purchase decisions simpler and quicker. As consumers juggle their professional, personal and social responsibilities, they turn to brands that are able to balance both quality and convenience in their offerings.
Workshop Question - How could your brand help streamline its customers' purchase journeys?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
High-ABV Beverage
Alcohol brands are releasing seltzers and ciders with higher alcohol content
Trend - The low alcohol content of popular ciders and seltzers is appealing to younger consumers who tend to drink less. In order to broaden appeal to more demographics, brands are now offering these beverages with relatively high alcohol content.

Insight - Consumers who enjoy alcohol now have seemingly unlimited options when it comes to new products on the market. For some consumers of alcohol, ABV is just as important as flavor--and they're more likely to make decisions based on the social benefits of drinking rather than solely for the enjoyment of the beverage.
Workshop Question - What tweaks would make your brands product/service better stand out in competitive spaces?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends