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Lifestyle Consumer Insights

Hygiene Support
Brands adapt hygiene projects with educational and motivational support
Implications - Seeking to encourage rituals around proper hygiene, brands are offering additional features, support and guidance alongside traditional hygiene products for easy consumer integration. From AI-enhanced dental devices that provide feedback on usage to those with virtual enhancements that help gamify the process, these examples not only speak to how general hygiene practices are evolving, but also the importance of guidance, simplification and encouragement that consumers are looking for.
Workshop Question — How might you enhance your current product offerings with tools, technology or assistance that simplifies the process?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Drinkable Metabolism
CPG and QSR brands are offering metabolism-boosting beverages
Trend–Brands in the beverage space are offering metabolism-boosting benefits for everyday use, rather than for physical activity-specific purposes alone. These products prioritize both flavor and function, thus catering to a range of consumers rather than only those who prioritize weight-loss or fitness.

Insight–"Weight loss" branding shifts to general wellness and health as consumers' use of social media has introduced them to the "body positive" movement where general physical health is considered to be more important than being thin. Thus, consumers are no longer seeking out promises of losing weight quickly. Instead, they're turning to foods, beverages, and supplements that offer them health-related benefits that can be sustained long-term. By combining nutritious ingredients with long-term promises rather than quick fixes, brands are able to gain the trust of health-minded customers.
Workshop Question — How could your company rebrand its promises in a way that's trustworthy to its customers?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Anti-Age Snacking
Snackable products boast anti-aging ingredients
Trend—The food industry continues to take cues from the skincare space by adapting snack items with known anti-aging ingredients. These snackable foods give consumers the option to approach their beauty routines from an “inside-out” perspective.

Insight—For those consumers who align themselves with wellness trends, convenience hasn’t always been a factor in their purchases. Many consumers in this space are approaching their health and beauty in all-encompassing ways now that they have a greater understanding that prevention is more effective than reactive care. However, focusing on both topical products and altering their diets to enhance their appearance can be time-consuming. Pre-packaged items that consumers can trust are part of their all-encompassing approach to health function as a simple addition to their daily routines.
Workshop Question — How could your brand prioritize convenience for its customers?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Socialized Dating
Dating apps integrate friend-based features to boost matches
Trend—Brands in the business of creating dating apps are aiming to establish trustworthy connections by using friendship as a basis for matchmaking. Whether facilitating friendships first between potential matches, or using existing friends to vouch for users of the apps, these brands are prioritizing authentic connections.

Insight—Prior to the ubiquity of dating apps, most people met their partners through their immediate networks—particularly through friends. The fatigue that’s now associated with sifting through hundreds of potential partners on various apps has resulted in a reversal where consumers seek out the more trustworthy, authentic connections that were once made by meeting people in-person first. With dating apps developing algorithms to better align with these views, consumers are able to benefit from the convenience of online dating, while believing in its ability to create strong connections.
Workshop Question — How could your brand align longstanding values with technological changes in its space?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Nutritious Donut
Donuts become the vessel for serving healthier versions of indulgent food
Trend–Donuts, or donut-flavored snacks, are being offered in healthier forms to cater to consumers looking to indulge without impacting their general health. Offered in everything from donut-flavored yogurts to protein-infused donuts, these items merge both flavor and nutrition.

Insight–As North American consumers understand more about their personal health and how to achieve it, they're also more mindful of the physical and mental stress that can come with once-commonplace practices like overly restrictive diets. Consumers have more knowledge on the negative impacts of such routines, and more consumers are subscribing to the "body positive" movement that was conceived on social media. A more nuanced approach to nutrition and wellness is rising from this general awareness–where consumers understand the need to maintain their health, but do so in a way that isn't as obsessive and still allows indulgences.
Workshop Question — How could your brand balance practicality and indulgence for its customers?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Everyday Self-Clean
Self-cleaning products ease day-to-day routines
Trend–Everyday products that range from litter boxes to pillows are being adapted with "self-cleaning" functions–in the form of advanced antibacterial properties or automated systems.

Insight–Today, consumers are more concerned than ever before about making plans and purchases based on convenience–something they've grown accustomed to since the advent of digital advances, and now expect in all aspects of their lives. Though self-cleaning products would still require upkeep, their longer "shelf life" ensures that consumers are able to make purchase decisions based on long-term convenience.
Workshop Question — How could your brand prioritize convenience in its product experience?
8.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Plant Supplement
Supplements cater specific to the needs of those with vegan diets
Trend–Supplements that are targeted specifically to the needs of vegans are on the rise, as those who subscribe to the restricted diet turned to alternative sources to receive nutrients like iron.

Insight–As the wellness industry expands, consumers who practice wellness-related rituals are increasingly looking to avoid being overwhelmed by the many choices they now have in this space. For some consumers, it's easier to cut through the "fluff" and be served products that work for their specific needs, rather than having to do the research themselves to understand what's best for them. When brands in this space market to more specific preferences and lifestyle habits, they're able to appeal to those who prefer simply labeled solutions for the issues they're aiming to tackle.
Workshop Question — How could your brand create products more targeted to niche consumer preferences?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Mental Health Activation
Brands facilitate pop-ups that focus on mental health
Trend—Brands are increasingly focused on enhancing the mental health and wellness of their customers, and they’re now doing this through pop-up spaces. Whether charitable or business-focused, these activations prioritize mental wellbeing and aim to give consumers the awareness and tools to take care of themselves and others.

Insight—With global stress levels rising due to a variety of economic, social and political issues, mental health is increasingly in the spotlight—particularly in North America. Consumers’ are increasingly looking to reduce the mental toll that both everyday and large stressors can take on their wellbeing, and brands are responding with a more targeted approach to mental health.
Workshop Question — How could your brand better prioritize the mental health of its customers and/or employees?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Anti-Natural
Materials sought out for scarcity in nature are now engineered for accessibility
Trend - Engineered, lab-grown products -- specifically, meats and precious stones -- have become more mainstream in recent years. As biotechnology evolves, so too does the ability to engineer multiple materials in a wider range. These newly engineered materials tend to be those previously sought after for their scarcity in nature, the difficulty of attaining them, and therefore, their association with a sense of elitism.

Insight - Elite materials becoming more accessible signifies a turn toward efficiency and often eco-consciousness, but also a redefinition of luxury and status. Consumers today are much more open to redefining luxury than those in the past, as social media has created more of a focus on equality and open-mindedness. Today's consumer places less value on scarcity and exclusivity and is, therefore, less weary of engineered alternatives to status items.
Workshop Question — How is your brand keeping up with the redefinition of status and luxury?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Menstrual Supplement
Targeted supplements aim to reduce period symptoms
Trend–With the supplement industry growing, targeted supplements are increasingly popular. Brands in this space are now offering menstrual-specific supplements–containing ingredients that ease common menstruation symptoms like bloating or pain.

Insight–As consumers focus more on "wellness," they increasingly expect targeted products that can be taken or adjusted to suit their exact needs. The growth of the wellness industry to become healthier comes with consumers' experimentation of experiences and products outside of diet and fitness alone, and what's come out of that is more customizable products that enhance their perceived health.
Workshop Question — How could your brand focus on more targeted forms of wellness for its customers?
7.3
Score
Popularity
Activity
Freshness
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Megatrends