Science Consumer Insights

Trend - While some startups are exploring the potential of cellular agriculture, envisioning the production of extinct or rare animal meats for the luxury market, others are deploying their research in this field as a way to advocate and bring awareness of industry practices.

Insight - Aware of innovation and constant expansion of the science and technology sector, contemporary consumers are showing strong interest in novelty, prioritizing unique and one-of-a-kind experiences at a premium. In this space, many allow their curiosity and adventurous spirit to guide their purchasing decisions, allowing them to not only feel satisfied that they are living to the fullest but also entertained.

Trend - Para-probiotics are non-viable microbial cells, essentially “inactive probiotics,” that carry health benefits for the immune system, digestion, and more. Recognizing that para-probiotics have applicational advantages to probiotics, companies in the food, beverage, and beauty industries are tapping them.

Insight - Due to the vast push and advocacy for holistic wellness, contemporary consumers are opting-in for products with distinct health claims. In this space, many are prioritizing peace of mind with solutions that are non-synthetic, biologically inspired, and research-backed. Placing emphasis on education and authenticity, individuals are willing to learn about new advancements in research and how innovative products might help them to be healthier and happier.

Trend - Scientists are now using machine learning and artificial intelligence to help predict natural phenomenons—such as flooding, fires, earthquakes, hurricane intensity, and so on—minimizing the harm done in the wake of these events These tools are being effectively deployed to manage climate change.

Insight - Contemporary consumers are beginning to see the consequences of climate change in their own environments and this is intensifying their sense of immediacy for action and preparedness. Aware of the implications technology carries as a solution in these fields, individuals are emphasizing its extensive use. Whether it would be compiling and analyzing data or producing knowledge and valuable insights about an important topic, individuals feel safer and more secure.

Trend - Tech innovators and medical professionals are collaborating in order to find solutions for the COVID-19 pandemic. Launched as open-source platforms and partnerships, these initiatives are related to finding a cure or offering better protection and information throughout the crisis.

Insight - Amid a localized or global crisis, it is in the best interest of everyone for solutions to be secured as efficiently as possible. In order to break free from restrictions such as lack of accessibility, many innovators, professionals, and even consumers take to open-source platforms. Such resources allow these individuals to feel valuable amid a crisis by using their skills in the problem-solving process through helpful insights, technological advancements, and other projects.

Trend - Technology is incorporated into devices that analyze and break-down ingredients in any given sample of food. This approach is present on the level of both the industry and the consumer, offering an informative way to gauge the nutritional values of a given product, as well as test for chemical contaminants and allergens.

Insight - The age of information makes it so that there is a demand for increased transparency and knowledge, especially when it comes to products that are in direct contact with the consumer's body. This is best observed in the mindset of Gen Z, Millennial, and Gen X demographics as these generations were most impacted by the transition of information to commodity. As a result, many insist on having a full report on the products that they consume and technology enters this space as a pathway for accurate analysis and delivery of the requested information.

Trend - An increasing number of artists and product designers are incorporating microbial life into the design of everyday objects. This speaks to an increase in perceived accessibility to the science of biology and a growing interest in the 'biohacking' movement.

Insight - When it comes to art and design, anything is fair game in consumers' eyes. As young consumers increasingly view their personal spaces not just as areas to relax or escape, but as reflections of themselves, there is a demand for once-standard household items offering unique elements that function as conversation pieces in the home.

Trend - Blockchain technology is being used to securely and accurately store health records. Not only does this elevate the standard of care that healthcare providers are able to administer, but in a world where our personal data is vulnerable, patients can have a greater sense of trust.

Insight - Recognizing the benefits that technology carries for the healthcare industry, many consumers embrace the newly found efficiency and convenience that connected devices offer them. However, moving to an omnichannel approach to healthcare is cause for concern as many are worried about how their data is stored and used. As a result, consumers prioritize platforms with built-in security measures that give them peace of mind.

Implications - Brands are leveraging bio-science to allow consumers to better personalize their diet-related goals. Weight management platforms use algorithms that analyze the consumer's DNA, which then provides them with information that helps them make informed choices about their nutrition plans.

Insight - The wellness wave over the last years not only made consumers more aware of the different facets of health, but also caused them to be more self-directed in meeting goals related to their wellness as well. Because these consumers are so invested in their betterment and feel there is so much at stake, they're more likely to seek out the most tailored, self-directed services and products possible.

Trend - Products linked to space travel and inspired by life on Mars are on the rise. This progression is an example of the inspiration derived by tastemakers and designers from such cultural fascinations and the larger influence innovations in technology have on the zeitgeist.

Insight - Sci-fi concepts have been a pop-cultural staple for a long time but now, technology is bringing such notions closer to reality and consumers are taking note. As many are excited by the possibility, they are giving way to their fandom by consuming and purchasing products that are tied to their sci-fi interests which were previously thought merely fictitious.

Implications - Food brands are highlighting the scientific properties of their items, or curating products or events that center around scientific consumption, in a way that informs and connects consumers' to the brands' vision. The use of science as a marketing and engagement tool caters to consumers seeking what they perceive to be fact-based products and services.