# On-The-Go Reduction Products normally consumed on-the-go adopt eco friendly designs. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Mar 20, 2018 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/onthego-reduction ## Key Figures - Trend score: 4.9/10 - Evidence articles: 6 ## What is the On-The-Go Reduction trend? **On-The-Go Reduction:** Busy consumer lifestyles have brought on the rise of on-the-go snacks and beverages, which have slowly started evolving by adopting more environmentally friendly designs and materials. This shift caters to the urban professional by merging the lifestyle habits they have grown accustomed to, with the values that can incentivize their purchase decisions. ## At a Glance - Evidence: 6 featured examples - Articles from: May 20, 2016 to Nov 18, 2017 - Published: Mar 20, 2018 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the On-The-Go Reduction trend ### Edible Packaging Companies are exploring the potential of creating edible packaging to reduce waste. ### Waste Reduction Businesses are implementing programs to reduce waste by increasing recycling and composting initiatives. ### Alternative Packaging Companies are exploring new and creative forms of packaging to reduce waste and cater to environmentally-conscious consumers. ## What the On-The-Go Reduction trend means for industry ### For Food and Beverage Companies in the food and beverage industry can explore edible packaging and alternative packaging options to reduce waste. ### For Eco-Friendly Services Eco-friendly service providers can offer waste reduction and recycling solutions to businesses hoping to go green. ### For Packaging and Manufacturing Packaging and manufacturing industries can work on developing biodegradable and compostable packaging solutions to reduce waste. ## Workshop question How can your brand better adapt its offerings to its customers' lifestyles? ## Trend signals for On-The-Go Reduction Trend score 4.9 out of 10, from popularity 75%, activity 64%, freshness 8%. - Popularity: 75% - Activity: 64% - Freshness: 8% ## Examples of the On-The-Go Reduction trend 6 featured examples from May 20, 2016 to Nov 18, 2017. - [Edible Coffee Cups](https://www.trendhunter.com/trends/edible-coffee-cup): 'Cupffee' Stays Intact While It Holds a Hot Beverage (Category: Eco) Implication: The food and beverage industry can explore the incorporation of edible coffee cups as a more sustainable packaging option. - [To-Go Soup Cones](https://www.trendhunter.com/trends/bread-cones): SoupCulture Serves Its Soup in Waste-Reducing in Edible Bread Cones (Category: Eco) Implication: The food and beverage industry can benefit from innovations like SoupCulture's bread cones to cater to busy consumers and reduce waste. - [Edible Coffee Cones](https://www.trendhunter.com/trends/hot-espresso): Cafe Alfred Coffee is Serving Hot Espresso in Edible Waffle Mugs (Category: Lifestyle) Implication: The food and beverage industry can explore the use of edible packaging to offer innovative and sustainable alternatives to traditional packaging methods. - [Waste-Reducing Coffee Initiatives](https://www.trendhunter.com/trends/coffee-cup-recycling): Veolia Provides Disposable Coffee Cup Recycling to Businesses (Category: Eco) Implication: Resource management firms can tap into the opportunity of providing coffee cup recycling services to businesses in order to support sustainability efforts and waste reduction. - [Compostable Bottle Packaging](https://www.trendhunter.com/trends/biodegradable-water-bottle): The Recyclable and Biodegradable Water Bottle is Made Out of Waste (Category: Eco) Implication: The compostable bottle packaging trend offers a disruptive innovation opportunity for the packaging industry to adopt more sustainable practices and reduce plastic waste. - [Repurposed Protein Cups](https://www.trendhunter.com/trends/planetarians): Planetarians Repurposes Food Waste, Plus Addresses Obesity and Nutrition (Category: Eco) Implication: Companies in the food manufacturing industry can explore repurposing food waste to create value-added and nutritious snacks. ## 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)