Category
Lifestyle
Assisted Choices
Trend cluster
Category
Substance
Response
Cannabis and alcohol brands pivot in light of the COVID-19 pandemic.
4.9
Trend score
Trend
What is the Substance Response trend?
Substance Response: When it comes to their offerings and how they market their products, brands in the cannabis and alcohol industries are shifting gears in response to changed lifestyles and needs amidst the COVID-19 pandemic. Whether offering drive-thru pick-ups or virtual tastings, these brands are hoping to keep their products accessible in uncertain times.
Insight
The consumer insight behind the Substance Response trend
Now that non-essential workers across North America are being asked to stay at home, the shock of a completely new reality that's descended upon them so quickly has set in. People affected by the crisis are trying to keep a sense of normality despite their lives being upended. Thus, they're looking for ways to adjust their routines so that they're still maintaining some type of normalcy, despite being at home most of the time. This has extended to everything from professional routines to entertainment-based ones.
Trend themes
Themes within the Substance Response trend
Three behaviours holding the trend together01
Adaptable Product Offerings
Brands in the cannabis and alcohol industries are offering virtual tastings and drive-thru pick-ups to keep their products accessible in uncertain times.
02
Integration of CBD into Traditional Products
Hatter's Hemp Tea and other similar products are catering to the demand for CBD in the wellness community by integrating it into traditional products such as tea.
03
Virtual Experiences
ACME Fine Wines is facilitating virtual wine tastings to connect with customers from a distance and offer safe experiences during the pandemic.
Industry implications
What the Substance Response trend means for industry
Where the trend changes the playbookFor
Food and Beverage
Cannabis and alcohol brands are adapting their product offerings in response to changing consumer needs during the pandemic.
For
Wellness and Healthcare
CBD-infused products like Hatter's Hemp Tea are catering to the wellness community's changing needs and preferences.
For
E-commerce and Retail
Virtual experiences like ACME Fine Wines' virtual wine tastings are becoming increasingly important in the age of social distancing.
Workshop question
How is your brand shifting gears to best support its customers in uncertain times?
Trend signals
Trend signals for Substance Response
Trend score 4.9 out of 10, from popularity 75%, activity 63%, freshness 9%.
Popularity75%
Activity63%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Substance Response trend
4 featured examples from Mar 21 to Mar 31, 2020CategoryLifestyle
Cannabis Dispensary Drive-Thrus
Mana Supply Co.'s Drive-Thru Encourages Safe Deliveries
Cannabis dispensaries can adopt innovative models such as drive-thrus, digital payments, and online ordering and delivery platforms to cater to the needs of medical cannabis patie…
CategoryMarketing
Relaxing CBD-Rich Teas
Hatter’s Hemp Tea Helps Provide Tranquility to Stressed Out Sippers
The beverage industry can explore the incorporation of CBD into their product offerings, expanding their portfolio to cater to the growing demand for CBD-infused beverages.
CategoryLifestyle
Virtual Wine Tastings
ACME Fine Wines is Holding By-Appointment-Only Virtual Tastings
Wine producers, distributors, and retailers can explore virtual tastings and online sales to engage with customers and adapt to changing consumer behaviors.
CategoryLifestyle
Alcoholic Restaurant Takeout Updates
Ontario Users Can Now Order Alcohol with Their Food Takeout
The food delivery industry can capitalize on the trend of alcohol takeout by expanding their services to include alcohol options and promoting collaboration with local bars and re…
