Category
Lifestyle
Assisted Choices
Trend cluster
Category
Enhanced
Drop
Traditional drops and chews are elevated with wellness-based ingredients.
5.0
Trend score
Trend
What is the Enhanced Drop trend?
Enhanced Drop: Most consumers are accustomed to taking drops or chews for sickness-related ailments, like a sore throat or cough. Now, brands in this space are offering the same products but with enhanced ingredients themed around “wellness,” with benefits like energy-boosts and mood-elevation.
Insight
The consumer insight behind the Enhanced Drop trend
For today’s consumer, achieving “wellness” isn’t just done through diet and exercise—it’s an ongoing part of their lives that includes everything from how they socialize to their mental health. In the process of wellness, these consumers seek out both large and small ways that they can tweak their routines in order to maintain their mental and physical health. Brands that empower them in this process in a way that’s convenient are a priority for these consumers.
Trend themes
Themes within the Enhanced Drop trend
Three behaviours holding the trend together01
Wellness-Based Ingredients
Consumers seek out enhanced drops or chews with ingredients themed around wellness for benefits like mood-elevation making this a priority for consumers.
02
Convenient, portable supplements
On-the-go supplements, like lozenges, gummies, and drops offer a quick and effective way for consumers to support personal health benefits while being convenient to take without the need for water or a lot of preparation.
03
Functional Ingredients
Consumers are looking for products with functional ingredients that aid in their health like adaptogenic ingredients, caffeine, and supportive herbs like raspberry and fennel.
Industry implications
What the Enhanced Drop trend means for industry
Where the trend changes the playbookFor
Health and Wellness
With consumers focusing more on wellness, health and wellness industry professionals can utilize wellness-based ingredients in their product offerings to meet the growing demands of consumers.
For
Supplements
The supplement industry can offer more convenient and easy-to-use options like lozenges, gummies, and drops to attract consumers looking for on-the-go support and functional ingredients.
For
Medicine
Companies can partner with medicine manufacturers to develop products like fast-acting drops, lozenges, and sprays that offer effective and fast relief from symptoms of illness.
Workshop question
How is your brand offering “wellness” to its customers?
Trend signals
Trend signals for Enhanced Drop
Trend score 5.0 out of 10, from popularity 78%, activity 61%, freshness 10%.
Popularity78%
Activity61%
Freshness10%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Enhanced Drop trend
8 featured examples from Jun 5, 2018 to Nov 2, 2021CategoryLifestyle
Functional Adaptogenic Lozenges
Kindroot Adaptogems are Low-Sugar Vegan Herbal Lozenges
The intersection of herbal supplements and adaptogens can create opportunities for the pharmaceutical industry to develop prescription drugs that offer natural and plant-based rel…
CategoryLifestyle
Energizing Nootropic Wafers
Brain Wafers Enhance Focus & Provide Mood and Memory Support
Pharmaceutical companies can explore the development of innovative and natural nootropic formulations that cater to various consumer needs, especially those in need of on-the-go m…
CategoryBusiness
Functional Caffeinated Gummies
Products from the Seattle Gummy Company are Now Available on Amazon
Functional gummy supplements like the Seattle Gummy Company's high energy and multivitamin products can be marketed towards the health and wellness industry and its consumers.
CategoryLifestyle
Functional Wellness Drops
Wellsweet's "Functional Dextrose Drops" Contain Ingredients Like Biotin
Disruptive innovation opportunity: Develop functional wellness drops that target specific health concerns and offer convenient solutions for consumers.
CategoryLifestyle
Herbal Pregnancy Chews
Traditional Medicinals Makes Individually Wrapped Herbal Supplements
Disruptive innovation opportunity: Integrate herbal supplements into traditional pharmaceutical offerings to provide holistic solutions for pregnancy-related issues.
CategoryMarketing
Fast-Acting Sore Throat Products
Mucinex InstaSoothe Tackles Sore Throat Symptoms
The pharmaceutical industry can benefit from creating similar fast-acting sore throat products to compete in the cough and cold market.
CategoryLifestyle
Caffeinated Cough Drops
Vicks ProActive is a Liquid-Filled Cough Drop with Caffeine
Pharmaceutical companies can develop and market innovative medicinal products with unique features and delivery methods to meet the diverse needs of consumers.
CategoryMarketing
Pocket-Friendly Cough Drops
Halls minis Come Conveniently Packaged and Ready to Enjoy
Pharmaceutical companies can take advantage of the trend towards sugar-free cough drops and produce new, convenient packaged cough drops in various flavors.
