Micro Trends

Specific shifts in consumer behaviour that are changing the business environment in the short term.

Pre-teen Protein

The growing protein market for kids is both premium and purposeful, as Gen Alpha and their parents seek to fortify their physical health and appearance

Micro Trends

Content Commerce

Consumers are watching and scrolling their way through a blended media landscape where streaming services, social media and gaming carry more seamless commerce opportunities than ever

Micro Trends

Scent Retail Futures

Luxury fragrance retail is turning to AI and immersive experiences to provide bricks-and-mortar customers with curated and personalised scent discovery

Micro Trends

Spirited Synthesis

Through creative and unexpected collaborations, food and drink innovators are redefining alcohol as a culinary flavour, appealing to a new generation of sober-curious, snack-happy consumers

Micro Trends

Eau de Climate Change

As more flora and fauna become extinct every year, perfume innovators are becoming activists by attempting to encapsulate the authentic smell of Mother Nature in a bottle

Micro Trends

Refined Refillables

Beauty and personal care brands are upgrading the eco-friendly element of refillable packaging to be a little more luxurious.

Design : Packaging : Beauty

Micro Trends

Skintellectual Haircare

Drawing on ingredients and formulations found in skincare, new products and rituals are emerging that are designed to improve scalp and hair health.

Beauty : Haircare : Technology

Micro Trends

Eco-fitness

Gyms are harnessing the power of people’s workouts to reduce energy consumption and demonstrate their environmental credibility.

Wellness : Health : Fitness

Micro Trends

Prescription Supermarkets

Grocery retailers are assuming a new role as dietary advisers, educating consumers and providing personalised health and nutrition guidance as an i...

Retail : Healthcare : Nutrition

Micro Trends

Supercar Clubs

As car ownership dwindles, luxury consumers with a passion for rare vehicles are turning to hyper-exclusive car clubs to find...

Automotive : Luxury : Hospitality

Micro Trends

Serendipity Hotels

Luxury hotels, well versed in anonymity, are inviting guests to leave their inhibitions at the check-in desk and embark on chance encounters.

Hospitality : Luxury : Travel

Micro Trends

Literary Hospitality

Increasing the provision of the printed page is fast usurping the large in-room flat screen as smart hoteliers’ core entertainment offer.

Hospitality : Travel : Luxury

Micro Trends

Climate-positive Foods

Restaurants and food brands are turning their carbon-offsetting efforts into educational and marketing campaigns that flaunt their sustainability c...

Food : Uprooted Diets : Sustainability

Micro Trends

Alternative Spirituality

Spirituality and folk religion are gaining cult online followings, allowing Generation Z to regain control in a global climat...

Youth : Wellness : Digital

Micro Trends

Smart Food Storage

Intelligent storage solutions and innovations in food safety detection are helping consumers to reduce waste and track food’s edibility with confi...

Food : Technology : Food Safety

Micro Trends

Protective Performance Apparel

Advances in material science are driving a new wave of performance wear that protects and supports the body during physical activity.

Fashion : Sport : Material Far Futures

Micro Trends

Sustainable Data Centres

As brands and governments become more aware of technology’s impact on the planet, they are transforming their data centres into climate-positive hubs.

Digital : Infrastructure : Data

Micro Trends

Repurposed Resorts

With rural villages becoming vacant and city homes lying empty, hoteliers are turning empty buildings into tourism opportunities.

Hospitality : Travel : Architecture

Micro Trends

Tweenage Fitness

Tapping into the family market, boutique fitness studios and clubs are rethinking their services to include classes and facilities for children.

Health : Youth : Wellbeing

Micro Trends

Rejuvenation Haircare

A new generation of haircare tools are actively working to improve hair quality and health, making hair damage from heat styling a thing of the past.

Beauty : Wellness : Haircare

Micro Trends

Department Store Disruptors

As stores with outdated value propositions continue to decline, new multi-brand retail formats are emerging that bridge the gap between digital-fir...

Retail : E-commerce : Digital

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