Category
Fashion
Scaled Restraint
Trend cluster
Category
Kiwi
Care
Kiwi-based ingredients are incorporated into skincare products.
4.1
Trend score
Trend
What is the Kiwi Care trend?
Kiwi Care: Kiwis contain a range of healthy nutrients in the form of vitamins and antioxidants, and brands in the cosmetic space are taking advantage of this by incorporating elements of the fruit into their skincare products.
Insight
The consumer insight behind the Kiwi Care trend
In industries like food, cosmetics, and skincare, consumers are inundated with choice and observe most brands touting the scientific and thoroughly-researched qualities of their products. While this is important to consumers, the oversaturation in these markets has led to some consumers feeling overwhelmed. Thus, a growing segment of consumers are taking a "back to basics" approach where they're opting for natural and simple ingredients that they're familiar with.
Trend themes
Themes within the Kiwi Care trend
Three behaviours holding the trend together01
Natural Ingredients
Consumers are taking a 'back to basics' approach where they're opting for natural and simple ingredients that they're familiar with.
02
Ingredient Innovation
Brands are incorporating new ingredients like kiwi, caffeine, and superfoods into their skincare products, catering to specific consumer needs.
03
Skin Barrier Protection
Cica skincare is becoming popular for its ability to repair and protect the skin barrier, while also addressing other concerns like acne, irritations, and sensitivity.
Industry implications
What the Kiwi Care trend means for industry
Where the trend changes the playbookFor
Cosmetics
Brands are exploring new natural ingredients, caffeine, and superfoods to develop innovative cosmetic products that cater to specific consumer demands.
For
Skincare
The skincare industry is looking at ways to incorporate new ingredients into their products that help protect the skin barrier while also providing other benefits like cell turnover and collagen production.
For
Personal Care
Personal care brands are adopting more natural and simple ingredients in their products, which is appealing to consumers seeking simplicity and familiarity in their routines.
Workshop question
How could your brand pare down its offerings to the basics?
Trend signals
Trend signals for Kiwi Care
Trend score 4.1 out of 10, from popularity 65%, activity 49%, freshness 9%.
Popularity65%
Activity49%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Kiwi Care trend
4 featured examples from Mar 5 to Dec 17, 2019CategoryFashion
Caffeinated Skincare Sticks
Peach and Lily’s Cold Brew Eye Recovery Stick Awakens Tired Eyes
The beauty industry can capitalize on the growing demand for caffeine-infused skincare products.
CategoryFashion
Gold-Flecked Botanical Skincare
The Famous 24K Glow Facial Oil is Rich in Superfoods
Skincare companies can create new, innovative products using nourishing superfood oils, 24K gold and other luxurious ingredients to meet the rising demand for anti-aging products.
CategoryFashion
Protective Anti-Pollution Moisturizers
The Sisleyouth Anti-Pollution Shields Skin from Stressors
Disruptive innovation opportunity: Introduce new protective skincare products that cater to the growing concern of stressors like pollution and digital devices.
CategoryFashion
Microbiome-Balancing Cica Skincare
Elemis' Cica Calm Hydration Juice Calms, Nourishes & Protects
The skincare industry can capitalize on the Cica and microbiome-balancing trends by developing new Cica-based skincare lines that focus on restoring and maintaining the skin's nat…
