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Lifestyle Consumer Insights

High-Tech Frozen
Brands are tapping tech to elevate user experience in the frozen food sector
Trend - Food brands are launching frozen goods in packaging with enhanced functionality. Either geared toward measuring possible food spoilage or elevating the cooking process, these innovations work toward producing more convenience-focused solutions for the modern consumer.

Insight - Convenience is incredibly important to contemporary consumers with busy lifestyles as they often find themselves in hectic environments where prioritization of tasks is required. Drawn to products that are flexible and accommodating to momentous needs, individuals seek out solutions that streamline daily experiences—particularly with respect to cooking and storing. This allows consumers to gain peace of mind by alleviating the need to always be vigilant.
Workshop Question - How might your brand enhance the convenience aspect of your product/service to accommodate the needs of consumers with busy lifestyles?
7.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Immunity Cocktail
Alcohol-based beverages are incorporated with immune-boosting ingredients
Trend - Brands in the alcohol space are enhancing the benefits of their beverages by touting the immune-boosting benefits of their products with ingredients like vitamin C. These ingredients are incorporated in everything from spirits to cocktails.

Insight - With Millennial and older Gen Z consumers consuming less alcohol than preceding generations, what's drawing these generations to certain alcohol brands is less about the process of getting drunk and more about the experience, flavor and benefits of the products being offered. Just as they search for multiple benefits in the food choices they make, they seek out health enhancements in their beverage choices as well.
Workshop Question - How is your brand prioritizing multiple benefits in its products/services?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Digital Nomad
Countries are now encouraging remote workers to live within their borders
Trend - While many entrepreneurs and freelancers have chosen to adopt a travel-centric lifestyle, the pandemic has enabled this lifestyle to be a possibility for many employees working from home. Governments in warmer climates are capitalizing on the opportunity with new working visas specifically designed for remote workers looking to leave the city. This will support local economies without taking away employment opportunities from permanent residents.

Insight - While technology has long enabled society to work remotely, the pandemic has been the unexpected push that forced many companies to allow employees to work from home on a long-term basis. This opportunity has changed the way consumers view their day-to-lives and current living situation and, for the first time, many are able to picture themselves living a different lifestyle, away from suburbia and the city. This demographic no longer sees themselves tied to a city and is looking to capitalize on the emerging work-from-home culture to experience new opportunities.
Workshop Question - How can your brand leverage the unexpected lifestyle changes of consumers in its products or services?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Fan From Home
Sports fan are preparing to enjoy the games at home with upgraded tech
Trend - Sports fans are now investing in larger screens, clearer picture quality, and upgraded audio as at-home sports viewings become the new "normal" for the foreseeable future. This enables them to host family and friends for a more immersive experience.

Insight - The entertainment patterns of society have been indefinitely disrupted in the wake of the ongoing pandemic. Not only are many consumers fearful or unable to attend events with large crowds, but many have adjusted to at-home entertainment, preferring to host rather than attend a financially-draining venue. While experience is still prioritized over material goods for many Millennial and Gen Z consumers, these demographics now understand that at-home experiences can be just as fulfilling.
Workshop Question - How can your brand accommodate changing entertainment preferences from consumers?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Healthy Concentrate
Concentrated syrups that offer nutritious benefits are increasingly common
Trend - Concentrated syrups that are added to water or other beverages have long been associated with "junk" food, but this narrative is shifting with the creation of concentrated syrups that have nutritional benefits. These products come in a range of options, including kombucha and black tea.

Insight - As consumers become more open to the types of food and beverage items they're willing to try, health remains an important consideration for many. Since many flavored CPG beverages tend to lack nutritional ingredients, consumers are drawn to the few that do promise both nutrition and enhanced flavor.
Workshop Question - How is your brand catering to the needs of health conscious consumers?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Methane Decrease
Start-ups & researchers are proposing ways to decrease methane production in cows
Trend - When cattle digest their food, methane is produced and released into the atmosphere in the form of "cow burps." Since methane is a potent greenhouse gas that is more harmful than carbon dioxide, companies and scientists are looking for ways to inhibit methane production. While some aim to do this by tweaking the cow's microbiome, others attempt to succeed through cow feed supplements.

Insight - Consumers are increasingly concerned about the climate change implications of meat production and consumption and as a result, a demand arises for more mindful agricultural practices and lifestyle diets. This comes as many become more informed on environmental issues and expand their advocacy to include not just individual consumption habits but also larger production practices. In this way, people seek to motivate sustainable change on a grander level.
Workshop Question - What steps can you take to make the agricultural facet of your business more sustainable?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Design-Forward Signage
Creatives are delivering aesthetic-driven designs to encourage distancing
Trend - As countries are beginning to ease COVID-19 lockdown restrictions, designers are launching captivating and artistic signage to remind people to physically distance. These "installations," which are often used as guides, are prevalent in public spaces, as well as artistic institutions, where they encourage mindfulness while maintaining an aesthetic language.

Insight - Many contemporary consumers—especially younger demographics—are mindful of aesthetics, both in their personal lives, as well as the spaces that they frequent. Being a predominantly visual culture entails that consumers in this age engage and are captivated by objects that are appealing to the eye. As a result, individuals tend to pay more attention and respond better to cues that suit their aesthetic expectations or that of the space they are in.
Workshop Question - How might you enhance the aesthetic presentation of COVID-19 signage for your brand/institution?
7.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Niche Spa
Modern spas are designed around specific specialty services
Trend - Spas that specialize in specific treatments or areas of interest rather than being a one-stop-shop for all types of treatments are increasingly common. These include monthly facial subscription spas and microtreatment bars.

Insight - When it comes to cosmetic treatments, Millennial consumers tend to prioritize affordability and efficacy more than they do experience. This generation prioritizes self-care, which includes cosmetic enhancements, but they seek it out in a way that offers immediate results that allow them to resume their daily activities with ease. Though they value customer experience, specialty spaces and treatments allow them to really hone in on areas of interest.
Workshop Question - How could your brand provide specialty offerings for its customers?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Edible Packaging
Brands are opting-in for packaging that can be eaten alongside the main product
Trend - Brands are providing a seamless consumer experience by launching food and beverage products that employ edible packaging. Engineered with sustainability and convenience in mind, these innovations either don't influence the taste of the product or contribute to it in a fundamental way.

Insight - The contemporary consumer is increasingly conscious about environmental waste and many allocate the blame for climate change to big entities such as the CPG industry. Individuals are aware that their buying power can direct business decisions and as a result, many have heightened expectations, emphasizing the need for sustainable alternatives that leave no trace after consumption, rather than traditional solutions like recyclability. When faced with a decision, consumers tend to opt-in for products that allow them to carry the least amount of guilt.
Workshop Question - How can your brand enhance its sustainability goals in a way that caters to consumer expectations for convenience?
8.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Menstrual Cannabis
Cannabis products are targeting symptoms of menopause and menstruation
Trend - Brands in the cannabis space are increasingly adapting to more specific needs and concerns, and now the focus is turning to the alleviation of symptoms related to menopause or menstruation. These products aim to reduce inflammation, improve mood and energy and/or relieve pain--all of which can be symptoms for those who are experiencing menstruation or menopause.

Insight - When it comes to personal health, North American consumers are increasingly balancing medical care with natural remedies. For non-serious health issues in particular, consumers are prioritizing the use of supplementary products that they can consume without side effects. This shift speaks to the growing trust that consumers now have in more traditional health practices.
Workshop Question - How can your brand establish trust with the use of natural ingredients?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends