Category
Lifestyle
Assisted Choices
Trend cluster
Category
Pregnancy
Gratification
Millennial moms turn to specialized products to combat pregnancy cravings.
3.3
Trend score
Trend
What is the Pregnancy Gratification trend?
Pregnancy Gratification: The Millennial generation, who are slowly beginning to start families of their own, are privy to many more resources than past generations. This extends to pregnancy, where specially formulated products seek to cater to the symptoms and cravings of expectant mothers. The abundance of such products signals that the focus on instant gratification and self-care that the Millennial consumer has become accustomed to continues into the realms parenthood and child-rearing.
Trend themes
Themes within the Pregnancy Gratification trend
Three behaviours holding the trend together01
Specialized Pregnancy Products
The abundance of specialized pregnancy products signal a focus on instant gratification and self-care that the Millennial consumer has become accustomed to continues into the realms parenthood and child-rearing.
02
Unique Cravings-Based Cookbook
Eating For Two is a unique cookbook that focuses on the hormonal change and diets women undergo when pregnant and can be leveraged as a source of inspiration for disruptive innovation in food industry.
03
Healthy and Organic Maternity Beverages
Healthy beverage alternatives like Boost It Up! anti-nausea energy drink provide unique opportunities for developing new healthy and organic drinks targeted for pregnant women.
Industry implications
What the Pregnancy Gratification trend means for industry
Where the trend changes the playbookFor
Food Industry
The unique cravings-based cookbook Eating For Two can inspire new innovative meal services and food companies.
For
Beverage Industry
Healthy and organic maternity beverages like Healthy Mama's Boost It Up! have the potential to disrupt the beverage industry by targeting pregnant women seeking alternatives to traditional energy drinks.
For
Health and Wellness Industry
The abundance of specialized pregnancy products and all-natural pregnancy teas create space for innovation in the health and wellness industry.
Workshop question
The Millennial generation is well known for carving out their own path in life. How has your brand adapted to their impact?
Trend signals
Trend signals for Pregnancy Gratification
Trend score 3.3 out of 10, from popularity 61%, activity 32%, freshness 8%.
Popularity61%
Activity32%
Freshness8%
Audience
10%Men
90%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Pregnancy Gratification trend
4 featured examples from Sep 9 to Nov 12, 2015CategoryLifestyle
Gourmet Pregnancy Craving Cookbooks
Eating For Two Features Meals Inspired by Prenatal Food Urges
The food industry can tap into the market of pregnancy cravings by offering upscale, gourmet meals that satisfy the unique and often unusual food urges of pregnant women.
CategoryLifestyle
Pregnancy-Inspired Ice Cream
eCreamery's Collection Curbs Cravings of Ice Cream During Pregnancy
Innovation in creating specialty ice cream products tailored for expectant mothers.
CategoryLifestyle
Soothing Maternal Teas
The Spoiled Mama Makes Herbal Pregnancy Tea
Increasing demand for specialized herbal teas for pregnant women creates opportunities for tea brands to expand their product lines.
CategoryLifestyle
Anti-Nausea Maternity Drinks
Healthy Mama's 'Boost It Up!' is a Morning Sickness Solution
Maternity products can expand beyond traditional items and focus more on wellness and health during pregnancy.
