Marketing Consumer Insights

Trend - Brands in various sectors, spanning travel and tourism to alcohol and entertainment, are helping consumers cope with "political fatigue" ahead of the upcoming U.S. elections. These solutions range from an escapist hotel stay to a relaxing political coloring book.

Insight - American politics have been a constant source of news for consumers around the world and with the election day close, many consumers are feeling anxious over the impending results. This, compounded by other stressors this year–the pandemic, economic uncertainty, and remote work and learning–has resulted in many consumers feeling overwhelmed and looking for comforting ways to manage these anxieties.

Trend - Taking advantage of the popularity of sauerkraut, companies are revamping the recipes of the gut health-supporting food and/or updating the packaging design it is offered in. This is a result of a much more competitive market, in which companies are looking to capture consumer attention through innovation.

Insight - Contemporary consumers understand the importance of taking care of their bodies on a regular basis and as a result, many have begun introducing wellness-minded rituals to their daily routine. In this space, active ingredients like probiotics have been in the spotlight for quite some time and consumers are looking for ways to introduce them into their skincare ritual or diet, with the hopes of receiving the support their body needs.

Trend - As the travel industry looks for ways to recover, some airlines are opting-in to recreate the in-flight dining experience. While some are offering aircraft-themed diners, others are boasting produce or in-flight meal deliveries.

Insight - As the pandemic continues, contemporary consumers are looking for ways to diversify their time, both at home and outside. For many, novelty plays a strong role here. Embarking on a new experience—even a familiar one in a new setting—enables individuals to be entertained and distracted from their day-to-day reality. This results in them feeling less stressed and even a bit nostalgic about the things they enjoyed pre-pandemic.

Trend - In order to appeal to younger generations—namely, Millennials and Gen Z—produce brands are embodying a modern and chic packaging aesthetic. Through the use of color, pop-cultural references, and even playful illustrations, companies seek to stand out in the fruit and vegetable aisle.

Insight - When making purchasing decisions, Millennials and Gen Z consumers are intrigued by stylized presentations. Due to the many options on the market, individuals from these demographics have the power of choice and in this space, they often opt-in for the product that holds their attention the most. While some are intrigued by the sense of novelty of a visually appealing item, others associate aesthetics with superior quality.

Trend - Having to limit the use of models on runways has made fashion brands more creative in how they're presenting their new collections. Everything from puppets to animated models to cut-out images of models are now being used to present clothing items by high-end designers.

Insight - Consumer behaviours have completely transformed around the world in every income bracket, and brands are having to adapt to their new habits in order to remain relevant in a post-COVID world. People are now drawn to brands that prioritize both safety and creativity in the way they sell their products.

Trend - Businesses are aiming to make the act of partaking in the presidential election easier for consumers. As a result, many companies are transforming their brick-and-mortar locations into registration hubs and offering educational materials to encourage participation.

Insight - Contemporary consumers—especially those who are a part of the Millennial and Gen Z demographics—are placing emphasis on ethics and sustainability, which has resulted in many expecting their favorite brands to take a political stance and support social causes. As a consequence of the growing consumer consciousness, individuals feel more confident and better about their purchasing decisions, knowing that a given brand is using its power to advocate for a better world.

Trend - Companies are boasting slick and aesthetically driven devices and products that present a healthy alternative to caffeine. While some emphasize convenience on-the-go, others offer tech-powered solutions.

Insight - Consumers today have a busy and dynamic lifestyle that forces them to be on-the-go for much of the day. Aware of the strain this can put on one's body and mental state, many are looking to switch out unfavorable habits for healthier options when they can. Even if considered to be a small change, individuals are placing more emphasis on convenient solutions that can be implemented in a seamless manner since they do not wish to have anything extra on their plate.

Trend - During the height of government-imposed social and business restrictions due to COVID-19, brands were offering consumers virtual pop-ups. As most businesses have the green light to cautiously reopen now, brands are launching more engaging pop-ups that are safe to attend.

Insight - Due to the severity of the COVID-19 pandemic, many individuals are practicing social distancing, remaining at home, and being cautious when in public. Nostalgic about the entertaining experiences that they got to enjoy without worry prior to the outbreak, consumers are looking for ways to engage once more in such activities while being mindful of government guidelines and placing their health and safety first. As a result, individuals are seeking out experiences that are outdoor or have strong physical distancing rules in place.

Trend - Some cereal companies are moving away from an overly energetic "mascot" and toward more chic and contemporary aesthetics for their packaging and branding. This might come in the form of a slick color palette, modern illustrations, or even a special feature that adds to the experience.

Insight - Consumers—especially those who are a part of the Millennial and Gen Z demographics—are placing a strong emphasis on appearance when making their purchasing decisions. For some, this stems from a curiosity and a desire to be adventurous, others tend to make a correlation between good aesthetics and high quality. Given that there are many choices on the market that can overwhelm consumers, individuals are usually drawn to the product that catches their eye the most.

Trend - Performance beverages are common in the eSports space and now, food brands are engaging the industry with food and snack options that target the gaming community. These products claim that they offer cognitive boosts that enhance performance.

Insight - Millennial and Gen Z consumers who are part of the eSports community are interested in improving their performance and excelling in the space. Comparing it to other athletic activities, individuals are deducing that a healthy diet, rest, and general self-care practices can be beneficial in enhancing their mental and physical states, enabling them to have stronger cognition, better focus, and reflexes. As a result, many turn their attention to wellness-minded products.