# Milkman Model Brands are helping reduce waste with circular delivery services. By [Grace Mahas](https://www.trendhunter.com/Grace.Mahas), VP of Content & Insights | Published Sep 2, 2020 | Category: [Eco](https://www.trendhunter.com/pro/category/environmental-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/milkman-model ## Key Figures - Trend score: 4.2/10 - Evidence articles: 7 ## What is the Milkman Model trend? **Milkman Model:** Brands are launching circular delivery systems that take inspiration from the traditional "milkman model" in an effort to save materials and reduce waste. These deliveries include hygiene products, food, and alcohol. This is especially useful as the act of recycling not only uses resources but is also highly ineffective since most recyclables ultimately end up in landfills due to improper sorting. ## The consumer insight behind the Milkman Model trend Consumers have become more informed about the dangers of single-use plastic as it relates to the environment and wildlife. This has prompted the "zero waste" movement where consumers work to avoid using plastic wherever possible and instead purchase in bulk or with reusable containers. Brands are catering to these consumers with initiatives that reduce the environmental footprint of consumers, and consumers are flocking to brands that take on this responsibility, rather than place it on the consumer. ## At a Glance - Evidence: 7 featured examples - Articles from: May 22, 2019 to Apr 27, 2021 - Published: Sep 2, 2020 - Patterns: [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Milkman Model trend ### Circular Delivery Systems Circular delivery systems that take inspiration from the traditional "milkman model" in an effort to save materials and reduce waste have become popular. ### Zero Waste Movement Consumers have become more informed about the dangers of single-use plastic and are working towards zero waste. ### Subscription Services The popularity of subscription services has soared as busy consumers seek ways to streamline their busy lives. ## What the Milkman Model trend means for industry ### For Sustainability Industries that prioritize sustainability have an opportunity to tap into the rising trend of circular delivery systems and zero waste movement. ### For E-commerce Industries that utilize e-commerce have a chance to use sustainable packaging and delivery methods, as seen in the circular shopping platforms example and the Era Zero Waste example. ### For Food and Beverage Industries that provide food and beverage products can implement circular delivery systems that reduce waste, as seen in the examples of circular vodka deliveries and the Greenhouse Fresh Organic Produce Box. ## Workshop question How your brand alleviate environmental concerns for consumers by assuming the responsibility? ## Trend signals for Milkman Model Trend score 4.2 out of 10, from popularity 61%, activity 57%, freshness 10%. - Popularity: 61% - Activity: 57% - Freshness: 10% ## Examples of the Milkman Model trend 7 featured examples from May 22, 2019 to Apr 27, 2021. - [Circular Personal Care Systems](https://www.trendhunter.com/trends/era-zero-waste): Era Zero Waste Applies the Milkman Model to Personal Care Products (Category: Eco) Implication: Personal care companies can innovate by exploring direct-to-consumer refill models and developing more eco-friendly products. - [Circular Vodka Deliveries](https://www.trendhunter.com/trends/vodka-delivery): Jack Rabbit Hil's MEll Vodka Delivery Program Helps to Reuse Bottles (Category: Eco) Implication: Food and beverage producers can innovate by adopting circular delivery models to reduce packaging waste. - [Alternative Milkman Services](https://www.trendhunter.com/trends/milkman-services): Lark Drink Food & Flora Shares Oat Milk & Spring Water Sustainably (Category: Eco) Implication: The food and beverage industry can explore creating sustainable and aesthetically pleasing products to be sold via modernized milkman services. - [Juice Brand Produce Deliveries](https://www.trendhunter.com/trends/organic-produce-box): The Greenhouse Fresh Organic Produce Box is Available in Toronto (Category: Lifestyle) Implication: Companies within the organic food industry should consider offering produce delivery services to keep up with the evolving market. - [Zero-Waste Doorstep Deliveries](https://www.trendhunter.com/trends/charrli-milkman-model): charrli Revives the Milkman Model for Modern Life (Category: Eco) Implication: Providing innovative solutions for reducing packaging waste. - [Circular Shopping Platforms](https://www.trendhunter.com/trends/circular-shopping): TerraCycle 'Loop' is the First Circular Shopping System (Category: Eco) Implication: Retailers can embrace circular shopping platforms to tap into the growing demand for sustainable and zero-waste products. - [Toronto Soap Delivery Brands](https://www.trendhunter.com/trends/saponetti): Saponetti Offers Eco-Friendly and Hypoallergenic Soaps (Category: Eco) Implication: The subscription services industry can tap into the demand for eco-friendly products by offering sustainable and hypoallergenic options like Saponetti's soaps and detergents. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Eco - [Jewel-Toned Fall Apparel](https://www.trendhunter.com/trends/quince-silk) - [Compostable Coffee Pucks](https://www.trendhunter.com/trends/compostable-coffee-pucks) - [Intelligent Private Grids](https://www.trendhunter.com/trends/ara-core-powers) - [Compact Electric Family MPVs](https://www.trendhunter.com/trends/compact-electric-family-mpvs) All articles: [Eco](https://www.trendhunter.com/eco)