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

Matrescence

The concept of matrescence highlights the profound physical, emotional and neurological shifts experienced by new mothers, presenting brands with a unique chance to engage and support parents during this transformative life stage

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

Displaced Drinks

As climate change affects where ingredients are grown and consumers demand more local products, brands are challenging what provenance and sense of...

Food : Drinks : Alcohol

Micro Trends

Carb Revival

Restaurants and brands are reframing carbohydrates in a positive light, as new science questions current thinking on bread and pasta.

Food : Educated Eating : Health

Micro Trends

Demand-led Design

A new fashion business model is emerging, with start-ups re-inventing the made-to-order system through a pre-production process that is purely digi...

Fashion : Retail : Manufacturing

Micro Trends

Sustainable Music Streaming

As consumers become aware of the financial and ethical implications of their listening preferences, new platforms are emerging that take a more con...

Digital : Youth : Retail

Micro Trends

Hybrid Gaming

Combining VR and AR with escape games, laser tag and drones, a new category of immersive interactive gaming is emerging in the leisure sector.

Youth : Technology : Leisure

Micro Trends

Life-stage Brands

From adolescence to menopause, brands are helping to alleviate the biological inconveniences of being a woman.

Female Futures : Wellness : Marketing

Micro Trends

Shaving Rebranded

As body positivity gains momentum, shaving brands are adopting a more inclusive language that celebrates men’s and women’s myriad attitudes to body...

Beauty : Branding : Wellness

Micro Trends

Empowered Travel

In an industry tainted by colonial roots, travel brands are shifting their priorities towards the empowerment and rights of indigenous residents.

Travel : Hospitality : Culture

Micro Trends

Female Highs

With the pharmaceutical industry under scrutiny for not accommodating women’s needs, female consumers are turning to marijuana as a new approach to...

Wellness : Cannabis : Health

Micro Trends

At-home Fitness

A new wave of devices are designed to ease the impact of busy, modern living by making at-home fitness more immersive, efficient and effective.

Health : Wellbeing : Technology

Micro Trends

Furniture as a Service

With consumers less willing and less able to establish permanent homes, furniture brands are having to develop products and services that don’t rel...

Retail : Furniture : Hospitality

Micro Trends

Social Media Music

While streaming services have expanded our musical libraries, a new generation of artists are creating records with our digital habits in mind.

Youth : Entertainment : Digital

Micro Trends

Young Bibliophiles

Despite the time they spend online young people still want traditional book formats. Brands and influencers are therefore using digital channels to...

Youth : Reading : YouTube

Micro Trends

Evening Waters

Amid consumers’ rising concern about the effect of alcohol on their health, a series of versatile waters are emerging intended for evening consumpt...

Water : Non-alcoholic : Nightcap

Micro Trends

Alternative Intoxication

With alcohol losing favour among consumers, cannabis-infused drinks are set to offer an alternative for those still seeking some form of intoxication.

Drink : Cannabis : CBD

Micro Trends

Insta-dating

As consumers turn away from superficial apps such Tinder and Bumble, Instagram is evolving into a dating platform where people can s...

Youth : Dating : Digital

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