Naturality

Trend - Grocery retailers are increasingly launching plant-based and vegan products under their private label brands. Marketed as more cost-effective, these products claim to offer the same flavors, tastes, and textures as branded products for a fraction of the price and with less ecological impact.

Insight - The rising cost of living in many countries has prompted consumers to turn to private-label products as a more affordable option when grocery shopping. In response, retailers are expanding their private-label lines to include plant-based options, catering to consumers who desire affordable and ethical food options. These shoppers value brands that help them stay within budget and accommodate their dietary preferences—without compromising on the taste associated with branded products.

Trend - Alcohol brands are increasingly incorporating matcha powder in their products, offering a vibrant green color, earthy flavor, and a caffeine boost. The green tea powder is known for complementing various spirits while pairing well with other ingredients like citrus, honey, or coconut milk.

Insight - Matcha is often seen as a healthier alternative to coffee, offering an energy boost and functional ingredients like L-theanine to support well-being. Capitalizing on the growing interest in matcha, brands are now incorporating its distinctive grassy flavor into alcoholic beverages to enhance their flavor profiles while still catering to consumers' health goals. Businesses that incorporate this popular ingredient can attract consumers who already enjoy matcha in non-alcoholic contexts.

Trend - Brands are shifting away from traditional demographic targeting and trend forecasting toward emotion-led "vibe marketing" that emphasizes mood, feeling and cultural resonance. This approach spans multiple sensory touchpoints, from visual aesthetics to music, and prioritizes creating an emotional atmosphere over direct product messaging.

Insight - As consumers grow increasingly resistant to traditional marketing tactics, they're gravitating toward brands that can authentically tap into and cultivate specific emotional frequencies. This shift reflects a broader cultural move away from fact-based decision making toward intuitive, feeling-based choices. While previous generations of marketing relied on clear demographic targeting and concrete benefits, today's consumers seek brands that understand and reflect their emotional wavelength.

Trend - Alcohol brands are increasingly opting for pouches to package their cocktails and low-ABV offerings. These pouches, often made from flexible, durable materials like plastic or foil, typically feature resealable spouts or caps for convenient consumption.

Insight - At large gatherings, consumers often gravitate towards cocktails and light alcoholic beverages to enjoy throughout the evening. However, crowded settings can bring challenges like drink tampering and accidental spills. In response, brands in the low-ABV space embrace pouch-style packaging, offering tamper-resistant, spill-proof solutions that enhance safety and convenience. Businesses that align with this demand can resonate with consumers who value secure and responsible drinking experiences.

Trend - Hair care brands are launching peptide-based serums and treatments that leverage amino acid technology traditionally found in skincare. These products promise enhanced hair health through molecular-level nourishment, targeting concerns like growth, strength, and damage repair.

Insight - Contemporary consumers are increasingly interested in understanding the science behind their beauty products, driven by education through social platforms like TikTok's beauty communities. This growing sophistication has led to a demand for products that offer more than surface-level solutions. As consumers become more knowledgeable about ingredients and cellular processes, they're seeking out treatments that work at a molecular level, reflecting a broader shift toward viewing beauty through a scientific lens rather than purely cosmetic one.

Trend - CPG brands are designing new spice and seasoning products containing therapeutic and complementary ingredients. These products are specifically formulated for flavor enhancement and health and wellness benefits, aiding consumers looking to boost flavor and stay aligned with their health journeys.

Insight - Consumers in tune with the wellness industry often desire products that allow them to enjoy the familiar flavors and foods they love while staying aligned with their health goals. These individuals prioritize products that enable them to maintain a balanced lifestyle without feeling deprived or sacrificing indulgence. Brands that cater to this demand appeal to consumers who seek products that seamlessly align with their habits, fostering loyalty and encouraging repeat purchases.

Trend - As climate change threatens traditional cacao farming and drives up chocolate prices, food science companies are developing lab-cultivated chocolate through cellular agriculture - replicating cocoa's exact molecular and genetic structure in controlled environments.

Insight - Rising environmental concerns have made consumers increasingly aware of how climate change threatens the future availability of everyday luxuries. This awareness has shifted consumer perception of bioengineered foods - particularly when the technology aims to preserve, rather than replace, beloved products. The promise of identical taste and texture through cellular agriculture represents a pivotal moment where consumers are beginning to view lab-grown alternatives not as synthetic substitutes, but as innovative solutions for preserving authentic experiences in a climate-challenged world.

Trend - Self-care brands are partnering with popular cartoon properties to increase the appeal of their products with younger consumers. The collaboration also functions as advertising for the cartoon brand, leading to a mutually-beneficial partnership.

Insight - Young children are often disinterested by personal care. Certain children do not enjoy bath time, and do not yet understand the importance of brushing their teeth or washing their face. Parents of these children seek ways to make personal care more engaging and fun for their kids in order to build good habits early. One such method these parents seek out is co-branding, searching for products with branding familiar to their kids, leading to personal care brands partnering with cartoons.

Trend - A traditional Japanese superfood is being reimagined as the next frontier in preventative heart care. Nattokinase, an enzyme extracted from fermented soybeans, has captured attention for its unique approach to cardiovascular health. While conventional heart supplements focus on cholesterol management, this emerging category promises more comprehensive benefits - from enhanced blood flow to reduced clotting risk.

Insight - The rise in heart-related health concerns among adults under 40 has created a new demographic of wellness consumers seeking preventative solutions. This shift is driven by increasing awareness of how sedentary lifestyles and dietary choices impact long-term cardiovascular health. Rather than waiting for traditional medical interventions, younger consumers are proactively incorporating supplements into their wellness routines, reflecting a larger cultural movement toward personalized preventative healthcare.

Trend - Alcohol brands are positioning themselves to align with the savory cocktail trend by experimenting with ingredients that deliver strong umami flavors. From MSG to seaweed, the inclusion of these ingredients imparts a unique flavor combination that caters to the palates of adventurous drinkers.

Insight - Consumers are increasingly searching for alternatives to traditional cocktails, usually characterized by high sugar content and familiar, sweet flavors. In response, brands are exploring fermented and saline ingredients, such as mushrooms and broths, to create cocktails with savory flavor profiles. These companies recognize that consumers are increasingly conscious of the health benefits of their purchases and value brands that offer something different from the typical cocktail experience.