# On-the-Go Purity Personal hygiene is made more efficient with on-the-go solutions. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Sep 1, 2016 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/onthego-purity ## Key Figures - Trend score: 4.3/10 - Evidence articles: 7 ## 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. ## At a Glance - Evidence: 7 featured examples - Articles from: Jun 2, 2016 to Jun 24, 2017 - Published: Sep 1, 2016 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [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 - Top markets: North America, Europe ## Themes within the On-the-Go Purity trend ### 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. ### 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. ### 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. ## What the On-the-Go Purity trend means for industry ### For 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 for On-the-Go Purity Trend score 4.3 out of 10, from popularity 67%, activity 53%, freshness 8%. - Popularity: 67% - Activity: 53% - Freshness: 8% ## Examples of the On-the-Go Purity trend 7 featured examples from Jun 2, 2016 to Jun 24, 2017. - [Shaving Gel Bars](https://www.trendhunter.com/trends/shaving-bar): 'Remay' Produces an Innovative Egg-Shaped Solid Shaving Bar (Category: Unique) Implication: 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… - [Portable Perfume Wipes](https://www.trendhunter.com/trends/perfume-wipes): Pinrose's 'Best Travel Perfume Ever' Takes the Form of a Towelette (Category: Fashion) Implication: The personal care industry can capitalize on the convenience trend by developing more innovative and sustainable single-use wipes for various purposes. - [Foot Deodorizing Powders](https://www.trendhunter.com/trends/deodorizing-powder): This Powder Staves Off Excessive Odor and Fungal Infections (Category: Eco) Implication: Cosmetics industry can explore new formulations and ingredients for foot deodorizing powders with enhanced properties. - [Portable Deodorant Wipes](https://www.trendhunter.com/trends/deodorant-wipes): Pacifica's Wipes Provide an Alternative to Sticks, Creams and Sprays (Category: Lifestyle) Implication: Disruptive innovation opportunity: Revolutionize the personal care industry by introducing alternative formats and ingredients that align with consumer preferences for convenience… - [Portable Deodorant Wipes](https://www.trendhunter.com/trends/deodorant-wipe): The EO Certified Organic Deodorant Towelettes Provide on-the-Go Cleansing (Category: Fashion) Implication: 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… - [Roll-On Body Creams](https://www.trendhunter.com/trends/unscented-body-butter): Rocky Mountain Soap Co.'s Unscented Body Butter is Packaged Like a Deodorant (Category: Fashion) Implication: 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. - [Bamboo Cleansing Cloths](https://www.trendhunter.com/trends/cleansing-cloth): Consonant Skincare's Come Clean Wipes are 100% Natural and Biodegradable (Category: Eco) Implication: Companies in the beauty and personal care industry can innovate by developing eco-friendly and botanical-infused cleansing cloths for environmentally conscious consumers. ## 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 Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)