Brands use matcha as a prominent ingredient in hair care products
Trend - Matcha is an emerging ingredient in the hair care space, with brands offering both topical and edible products that feature the finely ground green tea powder as a prominent ingredient. High in antioxidants, matcha can now be observed in everything from lattes to shampoos that aim to benefit hair.
Insight - Consumers are often faced with overwhelming choices when it comes to skin and hair care products--and so many are now turning to natural ingredients that they already trust. The natural associations to "health" that matcha has resonates with the growing segment of consumers who prefer wellness-related labels on the products they purchase. The adoption of trendy natural food products into industries like haircare comes as consumers seek out ingredients they're already familiar with.
Insight - Consumers are often faced with overwhelming choices when it comes to skin and hair care products--and so many are now turning to natural ingredients that they already trust. The natural associations to "health" that matcha has resonates with the growing segment of consumers who prefer wellness-related labels on the products they purchase. The adoption of trendy natural food products into industries like haircare comes as consumers seek out ingredients they're already familiar with.
Workshop Question - How could your brand focus on natural products/services, or sustainability in general?
Trend Themes
1. Natural Ingredients - Consumers are turning towards natural ingredients that they already trust and resonate with the growing segment of consumers who prefer wellness-related labels on the products they purchase.
2. Functional Benefits - Functional benefits are being seen as a significant aspect of the trend by adding biotin, anti-inflammatory turmeric, ginger, cardamom, cinnamon, black pepper, etc., and are benefitting hair health, skin, nails, organs, tissues, brain health, cognitive function clarity, and digestive system, among others.
3. Wellness-oriented Ingredients - Brands are adopting trendy natural food products such as kale, spinach, apple, and matcha into industries like haircare, helping consumers seek out ingredients that they're already familiar with that are good for the body as food and have plenty of benefits for hair and scalp health.
Industry Implications
1. Personal Care - Incorporating functional ingredients and familiar food products into hair care and personal care has the potential to revolutionize the market by appealing to the current wellness-focused customer.
2. Food & Beverage - Consumers are looking towards natural and wellness-oriented ingredients in food and beverage industry, and brands can launch products with such wellness benefits and encourage an all-inclusive approach while promoting healthy living and stress-free lifestyles.
3. Supplements - Functional benefits and wellness-oriented ingredients present an opportunity for supplement brands looking to target consumers who are looking for an easy way to obtain the necessary daily intake of these nutrient-rich ingredients.
