Category
Lifestyle
Assisted Choices
Trend cluster
Category
On-the-Go
Purity
Personal hygiene is made more efficient with on-the-go solutions.
4.3
Trend score
Trend
What is the On-the-Go Purity trend?
On-the-Go Purity: Taking into consideration the growing need for convenience, health brands are turning to more efficient, on-the-go products to offer a more accessible form of personal hygiene. Offering deodorants in the form of wipes and foot care solutions in powder form, these examples speak to not only a need for more convenient forms of hygiene, but products that can be seamlessly integrated into consumers' lifestyles.
Trend themes
Themes within the On-the-Go Purity trend
Three behaviours holding the trend together01
On-the-go personal care products
The demand for personal care products in convenient, portable, and easy-to-use formats continues to rise, making on-the-go personal care products a trend to watch out for.
02
Alternative formats for traditional personal care products
Innovation in personal care is not only about the formulations, but also the delivery formats. The trend for developing cosmetic products in innovative formats such as wipes, deodorant sticks, and solid bars is gaining traction.
03
Eco-friendly and sustainable personal care products
Increasing consumer awareness about environmental pollution and sustainability has led to a rise in demand for eco-friendly and sustainable personal care products such as biodegradable facial wipes, natural deodorant, and bamboo cleansing cloths.
Industry implications
What the On-the-Go Purity trend means for industry
Where the trend changes the playbookFor
Personal care and hygiene
The personal care and hygiene industry has been quick to adopt innovative formats and eco-friendly products, making it an industry to watch out for in terms of disrupting the traditional personal care landscape.
For
Eco-friendly packaging
As more and more consumers become aware of environmental pollution and the impact of packaging waste on the planet, the eco-friendly packaging industry is poised for growth.
For
Travel and tourism
Consumers who are constantly on the move are increasingly looking for travel-sized products that can be easily carried in their hand luggage. Hence, the travel and tourism industry can benefit from offering innovative and portable personal care products.
Workshop question
How are you tailoring your product to suit on-the-go lifestyles?
Trend signals
Trend signals for On-the-Go Purity
Trend score 4.3 out of 10, from popularity 67%, activity 53%, freshness 8%.
Popularity67%
Activity53%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the On-the-Go Purity trend
7 featured examples from Jun 2, 2016 to Jun 24, 2017CategoryUnique
Shaving Gel Bars
'Remay' Produces an Innovative Egg-Shaped Solid Shaving Bar
The personal care industry has the opportunity to continue innovating by developing more products in solid and bar forms for consumers looking for eco-friendly and convenient opti…
CategoryFashion
Portable Perfume Wipes
Pinrose's 'Best Travel Perfume Ever' Takes the Form of a Towelette
The personal care industry can capitalize on the convenience trend by developing more innovative and sustainable single-use wipes for various purposes.
CategoryEco
Foot Deodorizing Powders
This Powder Staves Off Excessive Odor and Fungal Infections
Cosmetics industry can explore new formulations and ingredients for foot deodorizing powders with enhanced properties.
CategoryLifestyle
Portable Deodorant Wipes
Pacifica's Wipes Provide an Alternative to Sticks, Creams and Sprays
Disruptive innovation opportunity: Revolutionize the personal care industry by introducing alternative formats and ingredients that align with consumer preferences for convenience…
CategoryFashion
Portable Deodorant Wipes
The EO Certified Organic Deodorant Towelettes Provide on-the-Go Cleansing
The trend towards natural skincare presents an opportunity for skincare companies to develop and market more pure, chemical-free products that cater to busy consumers preferring q…
CategoryFashion
Roll-On Body Creams
Rocky Mountain Soap Co.'s Unscented Body Butter is Packaged Like a Deodorant
The skincare industry can capitalize on the trend of mess-free application by developing packaging that suits the consumers on-the-go lifestyle, like roll-on creams and serums.
CategoryEco
Bamboo Cleansing Cloths
Consonant Skincare's Come Clean Wipes are 100% Natural and Biodegradable
Companies in the beauty and personal care industry can innovate by developing eco-friendly and botanical-infused cleansing cloths for environmentally conscious consumers.
