CPG

2020
TREND
REPORT
Emerging innovations in the world of
consumer packaged goods.
WELCOME TO OUR Dear Reader,

CP G The consumer packaged goods industry is one of the largest and most competitive in the world. It
is also one of the fastest-changing. By nature, CPG products are deeply embedded in consumers’

2020
lives, and must constantly be adapted to support their evolving needs and motivations.

In this report, we explore 50 prominent trends emerging in the CPG space right now. You’ll gain
insight into everything from sustainable packaging innovations to unusual ingredients gaining

T RE ND
popularity, and more importantly, you’ll build an understanding of the consumer desires driving
these shifts.

RE PORT
Read on, and get inspired to create the future.

Sincerely,
The Trend Hunter Team
The Six & Top
Patterns of Eighteen
Opportunity Megatrends
Acceleration Prosumerism Cyclicality Nostalgia
1. Perfecting One Thing The need to have their voice 1. Retro + Nostalgia Sentimentality fuels a desire to
2. Aspirational Icon heard has consumers creating 2. Generational bring the past into the present,
3. Exaggerated Feature media and accumulating 3. Economic + Seasonal especially with respect to one’s
4. Reimagined Solution expertise independently. 4. Repetitive Cycles formative years.

Catalyzation AI Naturality Youthfulness

Brands have taken a role of Evolving technologies — from AI Consumption guilt causes The world is becoming more
accelerating the personal to blockchain — act as a catalyst consumers to seek products playful, redefining what it means
development of consumers. for the betterment of the human conducive to environmental, to grow old, be young, or assign
race. spiritual, or physical purity. to any specific age or generation.

Reduction Instant Entrepreneurship Redirection Tribalism

1. Specialization New services satisfy the consumer 1. Refocusing The need to belong results in
2. Fewer Layers + Efficiency desire to “be your own boss” and 2. Reversing allegiant groups formed around
3. Crowdsourcing conceptualize, fund, launch and 3. Surprising causes, common interests, or
4. Subscription market ideas at the click of a 4. Gamifying brand fandom.
button.

Curation Simplicity Gamification Experience

Hyper-targeted offerings, In a cluttered world, simplicity The application of game Social media creates an
services, subscriptions and stands out, resulting in focused dynamics and incentivization to attention economy where
recommendations to simplify business models, streamlined day-to-day tasks results in a more material goods are less valuable
lives with better things. UX and simplistic thinking. competitive and engaging world. than shareable memories.

Convergence Multisensation Divergence Authenticity

1. Combining + Layering Passive media consumption is 1. Personalize + Customize Social media and resistance
2. Adding Value no longer enough in the digital 2. Status + Belonging to traditional advertising have
3. Co-Branding + Aligning age, making for more immersive 3. Style + Fashionizing created a desire for authenticity
4. Physical + Digital entertainment. 4. Generational Rebellion and reality.

Co-Creation Hybridization Personalization Many-to-Many

Companies work with Lines are blurring as business The search for unique products The power within a given
consumers to collaborate on models, products and services creates consumer expectations industry lies in an interdependent
better, more consumer-centric merge to create new, unique for hyper-individualized products relationship between consumer
products and services. concepts to break the mould. and services. and brand.
 Biodegradable Household Products Biodegradable Organic Body
Etee Launched a Range of Affordable Plastic-Free Washes
Products Bathing Culture Unveils New Eco-Friendly ‘Mind and
Body Wash’

Biodegradable Affordable
Biodegradable soaps are differentiated as cost-effective alternatives.

Trend - Where once sustainability-focused alternatives to everyday goods were offered at a premium, today’s
biodegradable soap offerings are being promoted for their affordability. These more cost-effective soap options
are touted as being more eco-friendly due to their ‘leave-no-trace’ impact on our natural environment, without
skimping on quality.

Insight - More consumers are becoming concerned with environmental degradation, as highlighted by events
like the global climate strikes. While this heightened sense of urgency contributes to the switch to more
sustainable consumption habits, others are incentivized by the increased availability of more affordable eco
alternatives. This is because the cost-effective and accessible leave-no-trace solutions overcome a key barrier
Refillable Hand Soaps Affordable Nourishing Hand Soaps
in making that switch for price-sensitive shoppers. The Hand Soap Starter Set by Blueland Helps to ThreeMain’s First-Ever Hand Soap is Biodegradable
Eliminate Plastic Packaging and Affordable
Workshop Question - What is one material or ingredient that would be at the top of your sustainable innovation
wish-list?

4 Featured | 34 Examples | 44,880 Total Clicks | Hunt.to/416588

8 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 9
 Probiotic-Based Home Sprays Health-Focused Home Cleaning
Hombiotic Contributes to Wellness Through Supplies
Eliminating Mold & Mildew Aunt Fannie’s Microcosmic Line is Powered by
Probiotics

Probiotic Clean
Probiotic-based air purifiers naturally protect against the growth of mold

Trend - As probiotics become an increasingly relevant “buzz” word in the world of wellness, more brands
are leveraging them to provide natural microbial protection against the growth of mold in the home. These
benefit those who suffer from mold and mildew allergies while aligning with broader consumer values towards
naturality.

Insight - Consumers are increasingly turning to natural ingredients in many aspects of their lives, whether
that’s in the food and beverages they consume, in their self-care regimes, or in general household upkeep. This
shift comes as North Americans learn more about historical uses of natural ingredients from global influences,
and as some of them begin to perceive products with “chemicals” as harmful to their health..
Probiotic-Enhanced Innovative Air Fabric-Refreshing Probiotic Sprays
Purifiers Counter Culture’s Probiotic Air Spray Amplifies
Workshop Question - How could the use of probiotics be incorporated into your product line-up? Cleanliness
BetterAir’s Product is Fully Chemical-Free and
Organic

5 Featured | 28 Examples | 35,380 Total Clicks | Hunt.to/401103

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 Customized Dog Supplements Chinese Medicine Pet Meals
Dandy Supports Personalized Pet Wellness with ‘Chi Dog’ Offers Whole-Food Meals for Dogs Based
Unique Supplement Packs on Eastern Medicine

Customized Pet
Products pertaining to pet care are offered in the form of customizable solutions

Trend - The customization of pet care now comes in many forms–whether that’s in meals and supplements,
or in therapy and chatbot-based services. This trend indicates an enhanced focus on quality pet care that is
preventative rather than reactive.

Insight - North American consumers are increasingly focused on their personal wellbeing–a shift that has
now translated over to the people or beings that are in their care. “Wellness” is now an umbrella term that
describes industries ranging from food and beverage to fitness, and is often curated in a way that’s personal to
the customer. Thus, consumers have now extended all the health-minded practices they’ve adopted from the
wellness space, and are now refocusing them into their children and/or pets.
Aromatherapy Collar Clips Tailored Pet Care Chatbots
The ikaria PetScent Clips Inspire Calming and Perfect Fit’s Bot Creates a ‘Perfect Fit Plus Pro-
Workshop Question - How could your brand offer premium personalization for its customers? Soothing Through Scent gramme’ for Pets

5 Featured | 44 Examples | 45,644 Total Clicks | Hunt.to/417967

12 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 13
 Concentrated Cleaning Recycled Cleaning
Product Refills Product Packaging
The Cif eco refill is Contained in Less Packaging The Ecoleaf Post-Consumer Recycled Packaging is
Eco-Focused

Upcycled Cleaning
Cleaning products are offered in recycled or upcycled packaging

Trend - As brands related to the cleaning space take note of the environmental impact their industry has,
multinational and small companies alike are focusing on how to reduce the harm they do to the environment.
For some brands, packaging is becoming a huge focus, and recycled or upcycled packaging materials are the
first step in creating more sustainable, reduced-waste products.

Insight -Consumers today want brands to do more than pay lip service to positive causes, whether those
are environmental or social. Today’s eco-conscious consumer has higher expectations for brands due to
the growing urgency of forces like climate change that have global implications and consequences. Thus,
consumers are turning to brands that do more than donate or raise awareness, but ones that also focus on
Probiotic Cleaning Products Recycled Cleaning
production and internal improvements. VEO Active-Probiotics Creates Probiotic Product Packaging
Surface Cleaners The Cif Nature’s Recipe Cleaning Products are
Workshop Question - How is your brand responding to the growing impact of climate change?
Eco-Friendly

4 Featured | 21 Examples | 18,503 Total Clicks | Hunt.to/423454

14 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 15
 Dissolving Foam Packaging Soap-Based Toiletry Packaging
Perdue Farms’ Online Orders Come in 100% ‘Soapack’ Vessels are Made with Vegetable Oil-
Recyclable Packaging Based Soap

Soluble Packaging
Dissolvable packaging offers short-term waste-reduction

Trend - Packaging that’s water-soluble is increasingly common in a variety of industries as brands attempt to
reduce their contributions to the excessive waste that CPG goods produce around the world.

Insight -Consumers are beginning to understand more about how their personal habits contribute to
environmental damage, however the ways in which the majority of items are produced in the modern day
make it difficult for them to change their lifestyles. Products that tend to be wasteful remain popular for
their convenience, and those that are less environmentally harmful tend to be costly or inaccessible. Thus,
consumers appreciate brands that empower them to consume more consciously in a way that doesn’t alter
their lifestyles to a large degree.
Water-Soluble Laundry Bags Soap-Shaped Shower Bottles
DB Packaging’s Laundry Bags Can Be Put Directly in SOAPBOTTLE Contains Shampoo or Shower Gel &
Workshop Question - How could your brand better empower its customers to adopt eco-friendly habits? the Washing Machine Doubles as a Bar of Soap

4 Featured | 30 Examples | 53,564 Total Clicks | Hunt.to/421405

16 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 17
 Plastic-Free Online Grocery Shops Online Zero-Waste Shop Catalogs
Rise Mrkt Sells Kitchen Staples in Nice and Serious Points Londoners to Their Local
Compostable Containers Zero-Waste Shops

Waste-Free D2C
Ecommerce shops prioritize waste-reduction when shipping out goods

Trend - The explosion of ecommerce in recent years has negatively impacted global waste–in large part due
to the throwaway packaging that’s shipped around the world daily. To mitigate this concern, some small online
retailers are prioritizing waste-free or reduced-waste packaging.

Insight -One of the major concerns that consumers have about the growth of ecommerce is the excess
waste that goes into packaging. With consumers now wanting to feel less responsible for their impact on the
environment, they’re seeking out brands that facilitate environmentally conscious purchase habits–and waste-
reduction is a key part of that process.
D2C Dietary Supplements Eco-Friendly Online Platforms
Workshop Question - In what ways could your brand reduce waste, or prioritize environmentally friendly Grove Collaborative’s HONU Shares Descriptive, Borno-Eco is an Online Market Place for
consumption? Online-Only Supplements Sustainable Products

4 Featured | 35 Examples | 55,278 Total Clicks | Hunt.to/409846

18 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 19
 Functional CBD Gummies Calming Drug-Free Sleep Aids
These CBD Gummies from Charlotte’s Web Support Vicks ZzzQuil Offers Different Ways for People to
Calming, Recovery & Sleep Fall Asleep

Gummy Sleep
Sleep-inducing herbs and ingredients are infused into gummy formats

Trend - With supplements offered in gummy form on the rise, now ingredients that are specially curated for
inducing sleep are also being offered in these edible formats. Incorporated with ingredients like chamomile and
lavender, these products use novelty to differentiate themselves in the market.

Insight - Consumers are no longer looking to use products and services for their function alone, but also for
the experience that comes with using those products. Whether that’s taking the time to slow down and enjoy
something, or adding unexpected elements, consumers, particularly Millennials and Gen Z, are now expecting
that brands offer both efficacy and enrichment in the process of using their products.
Mattress Brand CBD Gummies Tasty Drug-Free Sleep Aids
Workshop Question - How could your brand prioritize experience as much as functionality in its product/ Casper Launched Its Own CBD Gummies for Sleep The Vicks ZzzQuil PURE Zzzs Melatonin Gummies
service? are Non-Habit Forming

4 Featured | 35 Examples | 39,161 Total Clicks | Hunt.to/409846

20 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 21
 Reusable Skincare Pads Sweet Potato Conditioners
‘Let’s Face It’ is a Long-Lasting, Plastic-Free Lush Cosmetics’ Hair Necessities Conditioner Has
Exfoliating & Cleansing Pad Sweet Potato Puree

Starch-Based Care
Potato-based skin and hair care products offer natural benefits

Trend - Potatoes are being used as a base in hair and skin care products, whether in their whole form or with
the starch that’s extracted from them. With the root vegetable being frequently used in DIY cosmetic recipes,
brands have taken inspiration from consumers’ at-home habits and replicated them in the CPG space.

Insight - For everything from physical ailments to hair and skin care, consumers around the world have
historically prioritized a combination of at-home remedies and medical visits. In North America, consumers
now have a more nuanced understanding of global trends in health and beauty circles, thanks to their increased
access to information online. Thus, consumers turn to brands that are able to harness the natural ingredients
they’re turning to, without them having to spend time creating at-home alternatives.
Vegetable-Packed Skincare Serums Potato Starch-Infused Skincare
Byroe’s Skincare Serums Contain Tomato, Potato & NY Bae SKINfident Unveiled the ‘Lit as Times
Workshop Question - How could your brand take advantage of trends in the DIY space? Cabbage Extracts Square’ Serum

4 Featured | 34 Examples | 20,025 Total Clicks | Hunt.to/422959

22 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 23
 Gender-Neutral Clean Haircare Athlete-Tested Unisex Deodorants
Odele Makes Shareable Clean Haircare for Cleansing Kobe Bryant’s Art of Sport Products Spotlight
& Conditioning Performance

Neutral Hair Care

Brands in the hair care space adopt gender-neutral branding

Trend - Taking note of the popularity of gender-neutral branding in cosmetic and skincare industries, brands in
the hair care space are adopting their own versions of gender-neutrality into their products. Both in research and
in branding, these items are able to appeal to a broader range of demographics.

Insight - Young consumers today are increasingly pointing out the frivolity of gendered marketing, and are
less inclined to purchase items just because they’re targeted to the gender they identify as. This comes as
their understanding of gender issues and politics is more readily informed by their peers and easy access to
information online. As a result, trends in everything from pop-culture to fashion are blending aesthetics and
forgoing traditional gender norms.
Texturizing Unisex Hair Putties Naturally Scented Dry Shampoos
The Fatboy Perfect Putty Creates a Textural Finish The Empire Apothecary Hair Dust is Made with
Workshop Question - How is your brand catering to the values and priorities of its Gen Z customer? and Matte Sheen Organic Ingredients

4 Featured | 36 Examples | 26,317 Total Clicks | Hunt.to/422385

24 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 25
 Reparative Skincare Gels Rejuvenating Facial Oils
QiQu’s Treatment is Powered by the Natural Active 47 Skin Recently Launched the Regenerative Serum
Ingredient Chitosan Safe for all Skin Types

Chitosan Care
Chitosan-incorporated skincare products are formulated to soothe and regenerate

Trend - Chitosan is an ingredient derived from chitin—which is found in shellfish exoskeletons. Its increased use
in the skincare space is due to the interest surrounding its ability to soothe and restore the skin.

Insight - “Skincare” and “self-care” have become synonymous in consumer circles that have adopted structured
health and wellness routines, as the process of skincare requires the same discipline and commitment that
more traditional forms of self-care like fitness do. Consumers are constantly being met with a multitude of
products and ingredients that they can try out. These new shopping habits have led to a growing impulse to
find the next “it” product that will transform their skin in the ways that are promised—all by testing wth emerging
ingredients and formulas.
Retinol-Infused Eye Creams Radiance-Boosting Purifying Masks
The Retinol Eye Gel Works to Smooth the The Chitosan Face Mask Exfoliates Your Skin with
Workshop Question - How could your brand pique consumer interest with unheard of ingredients, formulas Skin’s Surface AHA and BHA
or formats?

4 Featured | 34 Examples | 11,588 Total Clicks | Hunt.to/420081

26 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 27
 Daring Unconventional Stimulating Wasabi Shampoos
Cookie Flavors Lush Cosmetics’ Stimulating Shampoo Promotes
Oreo Cookie Flavors Extend to Spice with Wasabi Hair Growth
and Hot Wings

Unlikely Wasabi
Wasabi is incorporated into unlikely foods and cosmetics

Trend - The adaptation of the spicy condiment wasabi in unlikely items can be observed in both cosmetic and
food industries–with everything from topical shampoos to edible caviar-like pearls incorporating the popular
Japanese paste.

Insight - With the diversity of North America has come an increased consumer desire to experience global
cultures within this region. Often, one of the easiest ways to do this is through food–and so the growth of
diversified and hybrid items that consumers appreciate for their unfamiliar influences can be observed. Past
novelty, these products speak to consumers’ growing appreciation for cross-cultural experiences.
Experimental Pink Chocolates Spicy Wasabi Pearls
Workshop Question - How could your brand incorporate global influences into its product/service? ‘Chocolate Passion’ Pairs Pink Ruby Chocolate with Tamaruya’s ‘Wasa Beads’ Add Heat and Texture to a
Wasabi & More Variety of Meals

5 Featured | 45 Examples | 46,808 Total Clicks | Hunt.to/417573

28 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 29
 Technology Protection Face Mists Light Damage-Reversing
Volition Beauty Launched the Protective Screen Skincare Products
Time Hydra-Mist Céla is Launching an Innovative Face Moisturizer
and Mist

Protective Spray
Facial mists and sprays offer protection against blue light

Trend - Blue light, which emits off of all digital devices with screens, is a growing concern in the skincare space
as some studies show its potential to create skin damage with long-term exposure. For consumers concerned
with anti-aging, blue light protective sprays are able to offer some reassurance that they’re preventing potential
damage to their skin as they engage with technology on a regular basis.

Insight - Whether professionally or personally, it’s become difficult for modern day consumers to separate the
digital space from the real world. Though now a necessity, the micro and macro consequences of this new
reality have begun to reveal themselves. These consequences are seen in everything from security to mental
and physical stressors—prompting consumers to take the necessary steps to prevent and counter the impacts
Blue Light-Countering Skincare Reef-Safe Sun Care
that constant engagement in these spaces can have. Prai’s Hyaluronic Spray Offers Consumers Beautycounter’s Countersun Protects Against UVA,
Blue Light Defense UVB and Blue Light
Workshop Question - How could your brand help alleviate some of the concerns associated with constant
digital engagement?

4 Featured | 34 Examples | 21,037 Total Clicks | Hunt.to/416752

30 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 31
 Enriched Matcha Lattes Replenishing Superfood Shampoos
Jade Leaf Matcha’s Premium Matcha Latte Briogeo’s Shampoo and Conditioner Features Kale,
Infusions Boast Functional Benefits Spinach & Apple

Matcha Haircare
Brands use matcha as a prominent ingredient in hair care products

Trend - Matcha is an emerging ingredient in the hair care space, with brands offering both topical and edible
products that feature the finely ground green tea powder as a prominent ingredient. High in antioxidants, matcha
can now be observed in everything from lattes to shampoos that aim to benefit hair.

Insight - Consumers are often faced with overwhelming choices when it comes to skin and hair care products,
so many are now turning to natural ingredients that they already trust. The natural associations to “health”
that matcha has resonate with the growing segment of consumers who prefer wellness-related labels on the
products they purchase. The adoption of trendy natural food products into industries like haircare comes as
consumers seek out ingredients they’re already familiar with.
Non-Toxic Mint-Infused Shampoos Matcha-Based Smoothie Boostersa
Graydon Skincare Recently Launched the New Jade Leaf Matcha’s Powders Enrich Blended Drinks
Workshop Question - How could your brand focus on natural products/services, or sustainability in general? Matcha Mint Shampoo with More Benefits

5 Featured | 44 Examples | 31,048 Total Clicks | Hunt.to/413444

32 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 33
 Tree-Made Eco-Friendly Sequins Eco-Friendly Glitter Cosmetics
Elissa Brunato Boasts the Bio Iridescent Sequin as Unicorn Snot BIO Products are Made with Plant
an Alternative Starch Bio-Glitter

Bio Glitter
Consumers find balance between sustainability and play with bio glitter

Trend - While glitter and sequins are great for adding glamor to clothing, cosmetics and parties, these plastic
microparticles inevitably end up in our waterways, harming the environment. Today, innovation in biodegradable
glitter allows consumers to play with glitter, without threatening marine life and the environment.

Insight - As climate change and its consequences on human and animal life become better known to the
average consumer, it’s not just everyday items that they expect will adapt to eco-conscious production practices.
Consumers still want to take part in the same recreational activities they always have, without the environment-
related guilt associated with them.
Biodegradable Glitter Cosmetics Mess-Proof Parties
Workshop Question - What tiny thing does your company do to have a negative impact on the natural Sleek MakeUp’s ‘Glitterfest’ Products Desperados Created the Ultimate House Party That
environment and how can you remedy this? are Eco-Friendly Needed No Cleanup

5 Featured | 40 Examples | 33,803 Total Clicks | Hunt.to/412581

34 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 35
 Eco-Friendly Reusable Deodorants DIY Deodorant Kits
By Humandkind Gives Consumers Sustainable Make This Universe’s Kits Help You Make Your
Personal Care Products Own Deodorant

Custom Hygiene
Brands that offer deodorants focus on customization in formulas and packaging

Trend - Customized underarm hygiene products, whether initiated by the brand or by the consumer, are on the
rise in both the formulations of deodorants, and in their packaging. DIY elements or personalized curation and
formulation give consumers more control over what their self-care routines involve.

Insight - As North American consumers become passionate about various forms of “self-care,” they’re
increasingly prioritizing personalization in this space. Consumers want to know that the products they’re
purchasing are designed specifically for their needs, or that they can at least customize them on their own
terms at home. Brands that offer this type of customization are able to establish trust with autonomy-
minded consumers.
Personalized Clean Deodorants Custom Contemporary Deodorants
Native Deodorant’s Scent Quiz Matches Users to a Helmm Elevates the Classic Antiperspirant with
Workshop Question - How could your brand offer elements of customization in its product/service? Customized Scent Function and Design

4 Featured | 33 Examples | 36,028 Total Clicks | Hunt.to/423468

36 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 37
 Plastic-Free Tea Tree Toners Multipurpose Moisturizing Sticks
Lush Cosmetics Unveils the New Eco-Friendly Tea Pixi Beauty’s On-the-Glow is a Solid Version of Its
Tree Toner Tablets Glow Tonic

Solidified Toner
Toners are offered in solid forms to appease convenience-minded consumers

Trend - Toners, typically used for the final steps of skin cleansing and the initial steps of hydration, offer benefits
such as moisture or exfoliation. With the growth of products like solid moisturizers and serums has come the
introduction of solid toners to the skincare space.

Insight - As complicated skincare routines become a staple in many North American consumers’ lives, there’s
been a movement in the opposite direction as well. Many self-care minded consumers are looking to reduce
their routines to essentials–and that comes with the once-standard cleanse, tone, and moisturize steps. Solid
formulations offer an added layer of convenience that suit consumers who are looking to have bare-bone but
effective routines.
Outdoorsy Solid Skincare Soothing Toner Wipes
We are Wild Makes “Recreation Skincare” for Those MISSHA Introduced its Nonco Tea Tree Toner
Workshop Question - How could your brand reduce its product or service to the most essential offerings? Who Love the Outdoors Tissues to Soothe Sensitive Skin

4 Featured | 33 Examples | 36,028 Total Clicks | Hunt.to/416680

38 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 39
 Protein-Packed Meat Alternatives Meatless Jackfruit Cakes
Prime Roots is Crowdsourcing the Launch of Trader Joe’s Created a Variation on “Crabless Cakes”
Its ‘Superprotein’ with Jackfruit

Substitute Seafood
Seafood alternative options expand in diversity in the CPG space

Trend - As realistic alternatives for beef, chicken and pork continue to grow, seafood substitutions in the CPG
space are emerging as well. The growth of seafood alternatives in stores rather than foodservice experiences is
particularly important to note, as it indicates a lifestyle shift rather than a preference for novelty.

Insight - In consumers’ in-person dining experiences, trying new cuisines, dishes and ingredients comes with
the territory. When they begin expecting that more experimental cuisines be adopted into the CPG space, a new
market can be identified. As consumers continue to test and adapt to various diets, a good indicator of what
their emerging preferences are is when they start gravitating toward new experiences that are available to cook
at home.
Sustainable Plant-Based Seafood Plant-Based Seafood Alternatives
The Atlantic Natural Foods Tuno is an Sophie’s Kitchen Makes Gourmet Plant-Based
Workshop Question - How could your brand offer an accessible substitution for items/ingredients that could Eco-Friendly Alternative Seafood Products
be a barrier for some customers?

4 Featured | 33 Examples | 19,921 Total Clicks | Hunt.to/419587

40 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 41
 Vitamin-Enriched Candies Sour Low-Sugar Gummies
The Maynards Bassetts Superfruit Jellies Contain Smashgummy Products Contain Three Grams of
30% Fruit Juice Sugar Per 15 Gummies

Nutritious Confection
Popular candy brands are adapting to the health-related needs of consumers

Trend - Longstanding brands in the candy space are switching up some of their offerings by introducing
candy products with more nutritional value than the brands are typically known for. These changes come
in light of smaller competitors that are filling the market gap for indulgent-yet-nutritious foods for health-
conscious consumers.

Insight - With the easy access to information that consumers now have, they’re no longer turning to the
same brands that sell them products to inform them of the benefits of said products. Now, consumers
research ingredients, brands, and peer reviews in order to better understand how brands’ products fit into
their lifestyles. Now that consumers are more informed on how food and beverage items impact their health,
Protein-Packed Candy Bars Vitamin-Rich Convenience
they’re seeking out brands that are willing to offer them indulgence without having to compromise on their These Mars and Snickers Protein Chocolate Bars Store Snacks
wellness-related goals. are Satisfying The Mott’s Fruit Flavored Snacks Come in
Two Varieties
Workshop Question - How could your brand better cater to today’s informed consumer?

4 Featured | 33 Examples | 19,921 Total Clicks | Hunt.to/423309

42 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 43
 Flavor-Blasted Bean Snacks Plant-Powered Jerky Snacks
Bada Bean Bada Boom Has Introduced Two KRAVE Plant-Based Jerky is Made with Peas &
New Flavors Fava Beans

Fava Snacking
Fava beans are increasingly present in the snacking industry

Trend - Fava beans are rich in nutrients and are used around the world in various dishes and cuisines. Now,
North American brands are increasingly introducing the bean as an on-the-go snack item, in the same way that
peanuts and other salted snack items are presented.

Insight - CPG brands in the food and beverage space are often appealing to consumers’ appreciation for
balanced indulgence. The benefits of choosing nutritious snacking products for consumers is that they can
stick to their health goals without being overtly disciplined with what they’re consuming. The ever-expanding
options in this space come as consumers constantly seek out ingredients they’re unfamiliar with in order to feel
less restricted in their health and fitness journeys.
Free-From Fava Bean Snacks Low-Calorie Bean Dips
Nuttee Bean Co.’s Snacks are Allergy-Friendly, Vegan Cuenza’s Fava Bean Dips are Touted as the “Spicy
Workshop Question - What are some emerging alternative ingredients/products that your brand could & Gluten-Free Cousin of Hummus”
work with?

4 Featured | 33 Examples | 18,715 Total Clicks | Hunt.to/422718

44 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 45
 Grateable Balsamic Vinegars Food-Accenting Flavor Pearls
Ball-samico is a Versatile Ball-Shaped Balsamic Christine Le Tennier Offers Balsamic Vinegar
Vinegar from Italy Capsules to Consumers

Spherical Condiment
Standard condiments are offered in sphere form to elevate dining experiences

Trend - Brands in the CPG space are offering spherical condiments that can top food whole, or be grated on top
of dishes. These spherical condiments include everything from balsamic vinegars to fruity rosés.

Insight - The rise of the experimental, “foodie” consumer who has a nuanced palate has lead to a growing
appreciation for futuristic or distinct foods that can be experienced at home rather than only in restaurants.
Thus, consumers are seeking out brands that make experiential food experiences accessible–from a cost or
useability perspective–so they can easily integrate them into home meals.

Workshop Question - How could your brand prioritize accessibility for its customers? Grateable Rosé Condiments Grateable Balsamic Spheres
The ‘Sphere of Rosé Condiment’ Can Be Sliced Acetaia Terra del Tuono’s ‘Ballsamic’ Offers a New
to Taste Way to Enjoy Vinegar”

4 Featured | 34 Examples | 24,594 Total Clicks | Hunt.to/421748

46 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 47
 Meat-Free Christmas Menus Plant-Based Thanksgiving
IKEA Announced Its Christmas Menu for 2019 Will Meal Boxes
Be Free of Meat Purple Carrot’s Vegan Thanksgiving Kit Has Five
Festive Dishes

Restricted Holiday
Traditional holiday foods accommodate varying diets

Trend - The holiday season is typically known as a time of indulgence, however chosen or required dietary
restrictions can impede how much some consumers are actually able to take part in holiday festivities. The
reaction to these lifestyle changes has been the growth of traditional holiday goods that accommodate various
dietary restrictions.

Insight - The growth of chosen dietary restrictions comes as consumers seek out new and alternatives methods
of accomplishing their health-related goals–whether that’s related to fitness or nutrition. As consumers prioritize
balance in life, they seek out ways to both indulge in recreational activities, while maintaining their personal
values and day-to-day routines.
Festive Vegan Fudges Gluten-Free Cauliflower Stuffings
Sainsbury is Launching a New Range of Festively Green Giant’s Riced Cauliflower Stuffing is
Workshop Question - How could your brand prioritize balance in its customers’ lives? Flavored Vegan Fudges Ready in Minutes

5 Featured | 41 Examples | 23,150 Total Clicks | Hunt.to/417409

48 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 49
 Frozen Sea Buckthorn Berries Potato-Based Prepackaged Drinks
Boreal Winery Harvests and Packages Its Farm- The Veg of Lund My Foodie Drinks are Being
Grown Berriest Launched in the UK

Native Berry
The sea buckthorn berry is introduced to North American food markets and cuisine

Trend - Native to the climate of northwestern Europe, as well as parts of central Asia, China, and the Himalayas,
the nutrient-dense sea buckthorn berry is being gradually introduced to North American grocery stores and
restaurant cuisines. As sea buckthorn contains all four omega fatty acids, vitamins and antioxidant properties,
the berry is a great addition to a culture that is embracing wellness.

Insight - As they try to expand their culinary experience beyond their region and country, North American
consumers take interest in ingredients that are native to other parts of the world. Curiosity and a desire for
cultural authenticity are drivers that consumers tap to explore these areas of niche ingredients that pose
historical relevance in other parts of the world.
Beauty-Boosting Organic Purees Ingredient-Centric Product Ranges
Sibu’s Omega 7 Puree Relies on the Sea Buckthorn Omega Fruit’s Offerings Rely on the
Workshop Question - With respect to the geographical location of your brand’s core market, how can a non- Berry’s Powers Sea Buckthorn Berry
native ingredient be introduced to your product?

5 Featured | 41 Examples | 23,150 Total Clicks | Hunt.to/416048

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 Meaty Pretzel Bun Burgers Pretzel Crust Pastries
Culver’s Pretzel Haus Pub Burger is Here for The Pop-Tarts Pretzel Has a Salted Pretzel Crust and
Oktoberfest a Sweet Filling

Pretzel Popularity
The German baked bread is revamped in various forms

Trend - A recent revamp of the humble pretzel is seen in both sweet and savoury forms, across varying types of
— and industries related to — food and snacking. Products that feature this ingredient benefit from its perceived
rusticness as well as its familiarity.

Insight - Many familiar food items -- from turmeric to coconut -- have been revamped and repositioned as
star ingredients in recent years. Those that do well in North American markets tend to have origins in other
continents, invoking a sense of authenticity separate from the over-processed perception of, namely, American
cuisine. This is why the pretzel, with its German origins, is such a popular choice among packaged foods and
within CPG, where authenticity is most needed.
Hefty Pretzel Bun Burgers Salty-Sweet Caramelized Bars
Burger King is Selling a New Pretzel Bacon King HERSHEY’S GOLD Bar Mixes Flavors and Textures
Workshop Question - What is one familiar, yet exotic ingredient you can use in your brand or product? in Canada for the Ultimate Treat

5 Featured | 45 Examples | 21,526 Total Clicks | Hunt.to/414836

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 Cruelty-Free Clean Meats Man-Made Ethical Meat
JUST’s Clean Meat Aims to Be a Practical and Novameat Developed a Vegan 3D-Printed Steak
Economic Alternative to Meat

Clean Meat
“Clean meat” products come in both vegan and animal-based forms

Trend - Innovations in the food industry have led to the rise of “clean meat” products. These items can come in
both vegan or animal-based forms, and are created without many of the “unnatural” ingredients that are often
used to preserve or enhance meat. The use of the label “clean” comes as consumers familiarize themselves
with foods that are considered healthier by having fewer ingredients.

Insight - With consumers now more conscious about the personal and environmental impact their purchase
decisions have, they’re looking for ways to seamlessly integrate healthy purchases into their day-to-day lives.
Products like clean meats allow consumers to consume in a way that’s familiar to them, but reduce the guilt
associated with eating foods that are unhealthy or harmful to the environment.
Lab-Grown Foie Gras Tasty Clean Meat Snacks
The Cultured Meat Company IntegriCulture Inc Has The Country Archer Mini Beef Stick Line Includes
Workshop Question - How could your brand cater to consumers’ growing tendency toward thoughtful Developed Lab-Grown Foie Gras Two New Options
consumption habits?

5 Featured | 41 Examples | 23,150 Total Clicks | Hunt.to/413306

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 Brain-Boosting Baby Foods Culinary-Inspired Baby Foods
Cerebelly’s Organic Baby Meals Support Young Plum Organics’ ‘Baby Bowls’ are Packaged in
Developing Minds Spoon-Friendly Dishes

Infant Superfood
Brands highlight the “superfoods” they offer in their baby care products

Trend - Brands that specialize in baby products like infant-specific food and skincare are incorporating and
highlighting “superfoods” in their products. The “buzzy” label is often used to enhance the perceived health of
products marketed to young Millennials.

Insight - Millennials tend to be attracted to labels that immediately establish perceptions of health and wellness,
since their self-care priorities extend to the food industry as well. Now, Millennial parents are aiming to impart
the same healthy habits in their children–even at a very young age–in the face of North America’s obesity
epidemic.
Superfood-Fueled Baby Snacks Mindful Organic Puffed Snacks
Workshop Question - How could your brand focus on labels in enhancing the perceived efficiency of its product/ Heavanly Organic Superfoods Released Wafer Happy Baby’s Superfood Puffs are Made From
service? Wisps and Puree Pouches Premium Organic Recipes

5 Featured | 34 Examples | 27,877 Total Clicks | Hunt.to/412781

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 Superfood-Infused Plant-Based Multivitamin Capsules
Protein Supplements Holier Creates Supplements for Vegan & Mostly
The Amazing Protein Glow Supplement is Plant-Based People
Plant-Based

Plant-Powered Supplement
Vitamin and supplement products adapt with plant protein alternatives

Trend - Offering alternative, plant-based options, vitamin and supplement brands are expanding their product
ranges to appease health-minded consumers. Tapping into everything from pea protein to Hibiscus and other
“superfoods”, brands are not only appealing to those looking for plant-based alternatives, but they’re also seeking
to create product ranges that speak to emerging desires for alternative diets–including vegan, vegetarian and
free-from foods.

Insight - Easy access to information in the modern digital age has resulted in consumers diligently researching
products, services and ingredients before choosing to purchase–however with clear branding and customized
offerings that can be circumvented altogether. Individuals who subscribe to alternative diets benefit the most
Collagen Production-Boosting Vegan-Friendly Protein Powders
from such labeling as they look to meet nutritional goals in a way that’s accessible and made for their Supplements The Two Islands Co. Salted Caramel Pea Protein
specific needs. The Sakara Life Source Super Powder is Powder is Dairy-Free
Protein-Packed
Workshop Question - How might you integrate additional plant-based product ranges?

5 Featured | 34 Examples | 23,845 Total Clicks | Hunt.to/411400

58 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 59
 Crunchy Upcycled Plantain Snacks Upcycled Vegetable Trail Mixes
The Barnana Plantain Chips are Fried in Coconut Oil Dirt Kitchen Makes Savory Dried Vegetable
Trail Mix Snacks

Upcycled Snacking
Food brands use upcycled ingredients in standard snack items

Trend - The waste that the food industry produces is being mitigated somewhat by brands in this space that
are using the growing popularity of upcycled ingredients in the snack items they offer. Made with produce
and animal products that would otherwise go to waste, these items make people feel better about their
consumption habits.

Insight - The consistency of certain daily routines by consumers inevitably results in global issues like resource
depletion and waste production. Climate change and pollution is now top of mind for a growing group of
consumers who understand how their daily habits impact the environment, and they’re now seeking out brands
that will aid them in the process of living more sustainably.
Fish Skin Crisps Vegetable-Packed Snack Bars
‘Sea Chips’ Makes Nutrient-Packed Snacks with Green Joy’s Pressed Salad Bars Make Healthy Easy
Workshop Question - How could your brand help consumers implement small but impactful sustainable Salmon Skin Eating on the Go
practices in their day-to-day?

5 Featured | 44 Examples | 35,394 Total Clicks | Hunt.to/422919

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 Plant-Based Plant-Based Toothpaste Launches
Sustainable Toothpastes Green Goo Created a ‘Fresh Peppermint’ Toothpaste
Colgate Launched Vegan Toothpaste in Made From Plants
Recyclable Tubes

Plant Toothpaste
Plant-based toothpaste ingredients are increasingly popular

Trend - Emerging and established brands in the dental hygiene space are offering a more natural twist on
traditional toothpaste with ingredients that are plant-based. These products aim to offer a more sustainable
alternative to what most consumers are accustomed to in this category.

Insight - Consumers understand that while it’s large-scale institutional change that’s needed in order to resolve
issues concerning climate change, small changes in their own lifestyle can add up and make a difference. Thus,
the average consumer who understands climate issues–but doesn’t want to take extreme measures to reduce
their personal impact–is now looking for incremental changes in habit that can make them feel better about
how they consume.
Chewable Tablet Toothpastes Prebiotic Plant-Powered
The Bite Toothpaste Bits Prevent Unnecessary Toothpastes
Workshop Question - How could your brand empower its customers to make small changes for a good cause? Product Waste Desert Essences’ Toothpaste Cultivates a
Healthy Microbiome

4 Featured | 30 Examples | 37,719 Total Clicks | Hunt.to/421515

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 Eco-Conscious Modern Food Waste-Preventing Bakeries
Bakery Designs Milk & Cookies Bakeshop Sells ‘Cake Scraps
La Fille Du Boulanger’s Aesthetic is Playful in a Sad Box’
and Uplifting

Baked Waste
Baked goods are differentiated for their waste reduction properties

Trend - From cakes made of scraps to personal-sized bags of bread, baked goods brands are diverting from
the norm by focusing on claims of waste-reduction. Baked goods are sometimes framed as a comfort and a
luxury, so to see them framed under the lens of waste-reduction signals a subversive shift in the way premium
products are viewed by consumers.

Insight - Rising anxiety around environmental degradation justifies the premiumization of sustainable goods
for many Millennial and Gen Z consumers. This is particularly relevant for young people as the fear of being left
to manage the damage done to the natural environment becomes entrenched in their cultural consciousness.
For Millennials and Gen Z looking to make more intentional purchasing decisions, products leveraging
Food Waste Bread Dumplings Perfectly Portioned Baking Mixes
premiumization and waste-reduction fulfill a number of priorities including the perception of value and peace Knödelkult’s Delicious Dumplings Are Made From Exact Batch’s Allergy-Friendly Bake Mixes Reduce
of mind. Unsold Bread Food Waste

Workshop Question - How might waste-reduction and premiumization fit into your industry?

5 Featured | 45 Examples | 94,229 Total Clicks | Hunt.to/417667

64 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 65
 Biodegradable Bottled Waters Biodegradable Organic Body Washes
Cove Water Bottles are Made from an FDA- Bathing Culture Unveils New Eco-Friendly ‘Mind and
Approved Biopolymer Body Wash’

Bio Bottle
Biodegradable water bottles aim to reduce waste

Trend - With plastic water bottles being one of the largest contributors to waste globally, the solution of
biodegradable water bottles is becoming increasingly accessible to the average consumer. With more choice
in this category, consumers are able to adjust their purchase decisions to be more eco-friendly, without having
to change their lifestyles entirely.

Insight - As consumers’ concern about climate change grows based on research that shows its acceleration,
they’re looking to reduce their impact on the environment. However, long-ingrained consumption habits make it
difficult for consumers to completely change their lifestyles to be less wasteful. The adoption of eco-materials
into the everyday items that consumers already use requires little effort on their part–easing the guilt that they
All-Cork Wine Bottles Plastic-Free Drink
have related to how their habits affect the environment ‘Sculpted by the Sun’ Proposes Packaging Wine Toppers Previous
Entirely in Cork HEINEKEN UK Creates a Sustainable Packaging
Workshop Question - How could your brand reduce its impact on the environment?
with Cardboard Toppers

7 Featured | 63 Examples | 133,982 Total Clicks | Hunt.to/416880

66 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 67
 Interactive Origami Wrapping Papers Flowering Gift Wrapping Papers
Ilovehandles’ Gift Wrap is Fun, Engaging Triumph Plant Creates a Playful Solution to Gift
and Thoughtful Wrapping Waste

Upcycled Gifting
Brands are launching gift wraps that have other functional and creative uses

Trend - Brands are launching wrapping papers that extend beyond the gifting experience and into new, unexpected
categories. These products can double as tools for new creative pursuits such as origami or something more
functional and progressive, like basic sports gear.

Insight - As consciousness of the correlation between environmental harm and consumption grows, many are
on the hunt for eco-friendly alternatives that go beyond the act of recycling. Individuals are putting more value
in concepts like reusability, especially when the products boast additional functional and creative outcomes that
might come as a novelty experience. These purchasing decisions allow consumers to feel confident that they’re
doing their part in countering single-use materials.
Recycled Fabric-Based Gift Wraps Sporty Reusable Gift
‘Wrag Wrap’s New Product is Not Only Recycled but Wrap Previous
Workshop Question - How might your brand approach the topic of reusability? It Can Be Reused Decathlon’s Gift Wrapping Doubles as
Basic Sports Gear

4 Featured | 30 Examples | 44,740 Total Clicks | Hunt.to/422928

68 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 69
 Functional Sweet Fruit Spreads Instant Chaga Tea Kits
Dalmatia’s Organic Supermix Spread Boasts an Wild Remedies’ Premium Instant Chaga Tea
Anti-Aging Berry Trio Beautifies While Boosting Immunity

Anti-Age Snacking
Snackable products boast anti-aging ingredients

Trend - The food industry continues to take cues from the skincare space by adapting snack items with known
anti-aging ingredients. These snackable foods give consumers the option to approach their beauty routines
from an “inside-out” perspective.

Insight - For those consumers who align themselves with wellness trends, convenience hasn’t always been
a factor in their purchases. Many consumers in this space are approaching their health and beauty in all-
encompassing ways now that they have a greater understanding that prevention is more effective than reactive
care. However, focusing on both topical products and altering their diets to enhance their appearance can be
time-consuming. Pre-packaged items that consumers can trust are part of their all-encompassing approach to
Soup Detox Kits Detoxifying Soup Cleanses
health function as a simple addition to their daily routines The Juico Souping Soup Detox Program Offers Glow Foods’ Soup Cleanse Boasts Turmeric,
Nutritious Liquid Diet Essentials Beetroot and Carrot Blends
Workshop Question - How could your brand prioritize convenience for its customers?

7 Featured | 54 Examples | 58,027 Total Clicks | Hunt.to/415572

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 Multivitamin Skincare Boosters Fermented Skincare Essences
Elemis’ Superfood Boosters Help to Customize The Giving Essence Combines Antioxidant-Packed
Skincare Routines Algae & Berries

Fermented Care
Skincare products are infused with fermented ingredients

Trend - Fermented ingredients in skincare are on the rise, as they’re now known for offering healthy bacteria and
enhanced absorption of products in the skincare space. This growth comes in reaction to fermented foods and
beverages that have become increasingly popular in North America in the last few years.

Insight - The overlap of food and skincare industries is increasingly common as consumers’ approach to self-
care now often focuses on achieving an “inside-out” approach. This comes as consumer knowledge of health
and wellness grows, with access to information that they could once only rely on brands to give them. For
naturality minded consumers, being able to understand the benefits of ingesting and topically applying natural
ingredients offers them peace of mind in their purchase decisions.
Exfoliating Apple Toners Herbal Exfoliation Alternatives
Leaf Sead Berry’s Organic Apple Toner Helps to Kypris Beauty Unveils the New Moonlight Catalyst
Workshop Question - How could your brand better prioritize naturality? Clear Blemishes for Exfoliation

4 Featured | 35 Examples | 14,729 Total Clicks | Hunt.to/416777

72 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 73
 Sustainable Vegan Vegan Milk-Based Moisturizers
Skincare Products The Milk Makeup Moisturizing Release is
Avon’s Distillery Line is Vegan and Packaged in Cruelty-Free
Recycled Glass

Vegan Conversion
Drugstore cosmetic brands adopt vegan branding in their emerging collections

Trend - Understanding the selling power of vegan products, which are now often associated with “clean” and
cruelty-free consumption, well-known brands in the cosmetic and skincare space are formulating and promoting
vegan collections for consumers.

Insight - Today’s consumer isn’t necessarily vegan in all aspects of their lifestyle, but is frequently prioritizing the
believed health benefits that various aspects of a vegan lifestyle can offer them. With conscious consumerism
on the rise for both personal and ethical reasons, consumers are seeking out emerging brands that are able to
cater to their emerging interests. Thus, the longstanding brands in this space are having to adapt to compete.
Free-From Drugstore Cosmetics Multipurpose Jelly Masks
Workshop Question - How could your brand better compete with emerging competitors in its space? Clean Fresh by CoverGirl is Vegan, Yes To’s Cooling Jelly Facial Mask Soothes Skin
Cruelty-Free & Clean with Cucumber

4 Featured | 36 Examples | 20,151 Total Clicks | Hunt.to/420122

74 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 75
 Caffeinated Skincare Sticks Gold-Flecked Botanical Skincare
Peach and Lily’s Cold Brew Eye Recovery Stick The Famous 24K Glow Facial Oil is Rich
Awakens Tired Eyes in Superfoods

Kiwi Care
Kiwi-based ingredients are incorporated into skincare products

Trend - Kiwis contain a range of healthy nutrients in the form of vitamins and antioxidants, and brands in the
cosmetic space are taking advantage of this by incorporating elements of the fruit into their skincare products.

Insight - In industries like food, cosmetics, and skincare, consumers are inundated with choice and observe
most brands touting the scientific and thoroughly-researched qualities of their products. While this is important
to consumers, the oversaturation in these markets has led to some consumers feeling overwhelmed. Thus, a
growing segment of consumers are taking a “back to basics” approach where they’re opting for natural and
simple ingredients that they’re familiar with.
Protective Anti-Pollution Microbiome-Balancing Cica Skincare
Workshop Question - How could your brand pare down its offerings to the basics? Moisturizers Elemis’ Cica Calm Hydration Juice Calms,
The Sisleyouth Anti-Pollution Shields Skin Nourishes & Protectsr
from Stressors

4 Featured | 36 Examples | 20,151 Total Clicks | Hunt.to/422310

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 Serum-Inspired Lip Treatments Volumizing Sweat-Proof Mascaras
The Lip Volumizer by La Mer Features Its Iconic Tarte Cosmetics’ Surfer Curl Mascara Boasts a
Miracle Broth Vegan Formula

Cosmetic Algae
Algae is infused into makeup products to enhance their benefits

Trend - With algae now being a popular ingredient in skincare products due to its high antioxidant and nutrient
content, cosmetic brands are adopting the ingredient into makeup products in order to boost their benefits.
These products aim to enhance physical appearance immediately, and benefit the skin longterm.

Insight - Consumers are increasingly looking for products and services that enable them to streamline their
routines–whether that involves getting ready, working, or recreational activities. Products that offer hybrid
functions are especially popular for busy consumers as they look to get all the benefits they can with as little
time or effort possible. This allows for more structured and productive daily routines.
Color-Correcting Eye Creams Invisible Beauty Illuminators
Workshop Question - How could your brand streamline its customers’ day-to-day? Boscia’s Brilliantly Hued Indigo Eye Cream Disguises Lumene’s Invisible Illumination Range is
Dark Circles Brightening & Hydrating

4 Featured | 36 Examples | 23,312 Total Clicks | Hunt.to/421613

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 Banana Bodycare Collections Botanical-Inspired Shower Gels
The Body Shop’s Newest Special-Edition Line is Lush Cosmetics Recently Expanded Its
Entirely Plant-Based Shower Gel Collection

Almond Care
Almond milk-based skincare products are on the rise

Trend - Skincare products based in almond milk are on the rise as the ingredient’s popularity continues in the
food and beverage space. These products come in a variety of forms–including cleansers, moisturizers and
face masks.

Insight - Crossovers between skincare and food industries are increasingly common for two reasons. First,
consumers are often already familiar with an ingredient in one space, and are therefore more comfortable with
experimenting with it in another. Second, consumers’ growing preference for “natural” products makes it so that
overlaps between food and skincare give them peace of mind–with the perception that if it’s healthy enough for
them to consume, it’s healthy enough to apply topically.
Almond Milk Moisturizers DIY Coffee Facial Kits
L’Occitane’s Almond Milk Concentrate Softens, YES TO’s DIY Mask Kit Helps to Make a Hydrating,
Workshop Question - What adjacent industry could your brand take inspiration from? Smooths & Moisturizes Energizing Face Treatment

4 Featured | 36 Examples | 35,930 Total Clicks | Hunt.to/423148

80 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 81
 Single-Serve CBD Drink Mixes CBD-Infused Turmeric Latte Mixes
Weller’s CBD Drink Mix Singles Dissolve in Hot & Organic Traditions’ CBD + Golden Mylk Turmeric
Cold Beverages Latte Needs Water

CBD Mix
Mix-in CBD products elevate drinks and food items

Trend - With the growth of the cannabis industry in North America, “mix-in” CBD-infused products are on the
rise as consumers look for varying ways to incorporate the calming substance into their diets. These products
come in the form of powders that can be mixed into beverages, as well as in the form of seasonings that are
used to flavor foods.

Insight - Consumers are increasingly seeking out experimental ways to enhance their health and wellness–
especially when it comes to incorporating habits and rituals that don’t impact their daily routines. The allure
of mix-in CBD is that consumers are often seeking low-commitment purchases–minimal effort that enables
both short and longterm results. The convenience of this form of CBD is in the increasingly reliable day-to-day
Functional CBD Mix-Ins CBD-Infused Seasonings
formats it’s offered in–with brands in this space prioritizing ease-of-use as a result of consumers’ preference Prima’s Botanical Elixir Powders Enhance Hot and Cured Nutrition Offers Enhanced Pumpkin Spice,
for simplicity. Cold Beverages Smoky BBQ & More

Workshop Question - How could your brand prioritize convenience in its product experience?

4 Featured | 30 Examples | 17,643 Total Clicks | Hunt.to/414694

82 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 83
 Low-Calorie CBD Tonic Waters Cannabis-Infused Sparkling Tonics
BumbleZest Unveiled It Newest CBD-Infused Mood33’s ‘Peace’ Flavor Contains Both CBD
Beverage Line and THC

Cannabis Mixer
Cannabis-based mixers gain popularity as consumers look to enhance cocktails

Trend - Beverages made to mix into alcoholic or virgin cocktails are incorporating cannabis–particularly CBD–
into their offerings as consumers look to enhance the benefits of the items they indulge in.

Insight - For health-conscious consumers, indulging in food and beverages that aren’t in line with their restricted
diets can often require some compromising. The elevation of typically indulgent items with healthy ingredients
or enhanced benefits gives consumers peace of mind when they choose to purchase food and beverage items
they would typically avoid.

Workshop Question - How could your brand elevate its product/service by incorporating an extra element? Elevated CBD Tonics Liquid Cannabis Mixers
Aurora Elixirs’ CBD Tonic Offers Elegant Flavors Tweed’s Distilled Cannabis Can Be Mixed with Non-
and Packaging Alcoholic Beverages

4 Featured | 35 Examples | 23,180 Total Clicks | Hunt.to/419062

84 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 85
 Adult-Focused Chocolate Chocolate Marshmallow Milks
Milk Products Lewis Road Creamery’s Limited-Edition Milk
Slate Launched Its Ultra-Filtered Chocolate Milk Reminds of S’mores

Re-Packaged Nostalgia
Drinks that are usually targeted to kids are revamped for older demographics

Trend - Items like chocolate milk, juice boxes or milkshakes have long been associated more with children’s
beverage categories than they have with adults. Brands in the beverage space are changing this with products
that are revamped so they reflect the preferences of older demographics–whether in packaging, formulation,
or both.

Insight - It’s not necessarily that consumers simply outgrow certain food and beverage items that were staples
in their childhoods, but that their priorities shift as they get older. As people age, elements like nutritional value,
branding, and quality of ingredients are all considerations they take into account before making a purchase
decision in the food and beverage space. Therefore, consumers are drawn to brands that are able to package
Artisanal Ready-to-Drink Milkshakes Free-From Flavored Waters
those qualities and couple them with nostalgia. The New Jude’s Premium Milkshakes are Hint’s Flavored Water for Kids Has Zero Sugar, Juice
Nostalgically Indulgent or Sweeteners
Workshop Question - How could your brand effectively capture both sophistication and nostalgia in its
product/service?

4 Featured | 36 Examples | 19,532 Total Clicks | Hunt.to/423002

86 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 87
 Reclaimed Plastic Cannabis Curated CBD Product Platforms
Packaging ‘Hempesphere’ Showcases Community-Approved
Sana Packaging’s Lids are Made with 100% Wellness Products
Ocean Plastic

Eco-Cannabis
Cannabis brands prioritize eco-friendly production and packaging

Trend - Cannabis brands, or brands that work in the cannabis space, are now taking deliberate steps to become
more environmentally friendly. Whether in packaging or production, these brands are aiming to align fully with
the associations to naturality that medical and recreational cannabis consumption offer.

Insight - In an age where climate change and its consequences are being experienced or heard about around the
world, consumers are more concerned with how the brands they purchase from are mitigating or contributing
to these global issues. As consumers slowly move away from large convenience-focused corporations that
tend to exacerbate climate problems, smaller brands with ethical production processes are what they turn to in
order to align their purchase decisions with their values.
Ceramic Cannabis Flower Jars Sustainable Hemp Teas
GanjaGold’s Cannabis Packaging Design Includes These Teas Are Both Healthy and
Workshop Question - How could your brand better adopt ethical production processes? Luxe Gold Details Environmentally Friendly

4 Featured | 36 Examples | 19,532 Total Clicks | Hunt.to/418070

88 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 89
 Metabolism-Boosting Teas Resolution-Inspired Juices
The teapigs Trim Tea is Infused with Guarana Seed For a Limited Time, Nékter Juice Bar Will Be Offering
New Year Drinks

Drinkable Metabolism
CPG and QSR brands are offering metabolism-boosting beverages

Trend - Brands in the beverage space are offering metabolism-boosting benefits for everyday use, rather than
for physical activity-specific purposes alone. These products prioritize both flavor and function, thus catering to
a range of consumers rather than only those who prioritize weight-loss or fitness.

Insight - “Weight loss” branding shifts to general wellness and health as consumers’ use of social media has
introduced them to the “body positive” movement where general physical health is considered to be more
important than being thin. Thus, consumers are no longer seeking out promises of losing weight quickly.
Instead, they’re turning to foods, beverages, and supplements that offer them health-related benefits that can
be sustained long-term. By combining nutritious ingredients with long-term promises rather than quick fixes,
Metabolism-Boosting Vinegar Drinks Metabolism-Boosting Beverages
brands are able to gain the trust of health-minded customers. The Olitalia Drink Vinegars are Made without Dirty Lemon’s Thermogenic Elixir is Formulated
Added Sugar with Chromium
Workshop Question - How could your company rebrand its promises in a way that’s trustworthy to its customers?

5 Featured | 45 Examples | 47,174 Total Clicks | Hunt.to/415596

90 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 91
 Sparkling Wellness Water Calming Cold Brew Coffees
Heywell is Packed with Vitamins, Adaptogens, Herbs, The Calm Drinks CBD-Infused Cold Brew Coffee
Berries & Caffeine Comes in Two Flavors

Caffeinated Calm
Coffee-based beverages tout their calming effects

Trend - Coffee-based beverages in the CPG space are typically assumed to be energizing due to their caffeine
content, but some brands in this space are producing coffee drinks that promise both mental alertness and
“calming” or “soothing” benefits. These products aim to counter some of the less-wanted side effects of caffeine,
like elevated anxiety.

Insight - When it comes to products that have been staples in consumers’ lives for as long as they can remember,
many tend to remain loyal to a select few brands that they know they can consistently rely on. For consumers to
want to switch to new habits or at the very least try something new in these spaces, they require that emerging
brands offer them something unexpected. Offering unlikely formulas, benefits, or functions in standard items
CBD-Infused Nitro Coffees Enhanced Espresso Beverages
effectively captures the attention of those who have already established habits and traditions. Nytro Jack Combines Nitrogen-Infused Coffee and Kitu Life’s ‘Super Espresso’ is Enriched with Protein
CBD Oil & MCT Oil
Workshop Question - How could your brand reformat or reposition one of its products/services in an unlikely
way?

4 Featured | 36 Examples | 19,769 Total Clicks | Hunt.to/423250

92 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 93
 DIY Dandelion Coffee Brews Brain-Boosting Coffee Supplements
Daisy Newdick Develops a Method of Making Hanah Coffee Boost is Expertly Formulated for
Dandelion Coffee at Home Enjoyment in Java

Herbal Coffee
Companies turn to herbal ingredients like dandelion to engineer coffee alternatives

Trend - Herbal ingredients are being introduced to coffee as alternatives or supplements to give the morning
beverage a nutritious kick. Dandelion root is a pioneering addition to this category as companies utilize its
widespread availability, as well as its medicinal properties like balancing of pH levels in the body and cleansing
the liver.

Insight - The morning cup of coffee is a ritual for many consumers. Many wish to embrace wellness by utilizing
the consistency of the habit and introducing medicinal properties through it. As consumers find it increasingly
difficult to deal with the negative effects of coffee consumption, this makes for a perfect avenue for exploring
alternatives that mimic the flavor and texture of the beloved beverage.
Herbal Coffee Alternatives Herbal Coffee Blends
Mellow Rooster is a Plant-Based, Caffeine-Free Dandy Blend is a Viable Alternative to the Traditional
Workshop Question - What herbal ingredient can be introduced in your product to make it more impactful Alternative to Coffee Cup of Morning Joe
health-wise?

4 Featured | 32 Examples | 23,066 Total Clicks | Hunt.to/416131

94 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 95
 Plant-Based Multivitamin Capsules Seed-Powered Vitamin Supplements
Holier Creates Supplements for Vegan & Mostly The Vitaminseed Seedshotz are Non-GMO, Vegan
Plant-Based People and Gluten-Free

Plant Supplement
Supplements cater specific to the needs of those with vegan diets

Trend - Supplements that are targeted specifically to the needs of vegans are on the rise, as those who subscribe
to the restricted diet turned to alternative sources to receive nutrients like iron. By accommodating those on
restricted diets, brands are able to cater to a wider range of consumers.

Insight - As the wellness industry expands, consumers who practice wellness-related rituals are increasingly
looking to avoid being overwhelmed by the many choices they now have in this space. For some consumers,
it’s easier to cut through the “fluff” and be served products that work for their specific needs, rather than having
to do the research themselves to understand what’s best for them. When brands in this space market to more
specific preferences and lifestyle habits, they’re able to appeal to those who prefer simply labeled solutions for
Vegan-Targeted Supplements Superfood Protein Bars
the issues they’re aiming to tackle. The ‘Complete Vegan’ Supplements Cater Those Simply Raw’s Raw BA Protein Bars Boast
with Plant-Based Diets Ingredients like Cacao and Spirulina
Workshop Question - How could your brand create products more targeted to niche consumer preferences?

4 Featured | 36 Examples | 29,389 Total Clicks | Hunt.to/415370

96 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 97
 Occasion-Specific Vitamin Sets Hormone-Balancing Drink Mixes
‘Wellnicity’ Offers Vitamin Packs for Events, Rather Premama’s Birth Control Cleanse Provides 28 Days
than Every Day of Pregnancy Prep

Menstrual Supplement
Targeted supplements aim to reduce period symptoms

Trend - With the supplement industry growing, targeted supplements are increasingly popular. Brands in
this space are now offering menstrual-specific supplements–containing ingredients that ease common
menstruation symptoms like bloating or pain.

Insight - As consumers focus more on “wellness,” they increasingly expect targeted products that can
be taken or adjusted to suit their exact needs. With the growth of the wellness industry comes consumers’
experimentation with experiences and products outside of diet and fitness alone, and what’s come out of that
includes customizable products that enhance their perceived health.
Female-Focused CBD Oils Anti-Bloating Supplements
Workshop Question - How could your brand focus on more targeted forms of wellness for its customers? Ohne’s Holy Cramp CBD Oil Helps Alleviate Time of Love Wellness’ Digestive Health Supplement
the Month Pain Features Fenugreek & Enzymes

5 Featured | 45 Examples | 55,798 Total Clicks | Hunt.to/415247

98 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 99
 Brush-On Sun Protection Bronzing Protective Serums
Colorescience’s Sunforgettable Brush-On Sunscreen Drunk Elephant Launched a ‘D-Bronzi Anti-Pollution
Easily Shields the Skin Sunshine Serum’

Anti-Pollution Cosmetic
Makeup brands adopt anti-pollution claims into their cosmetic products

Trend - The anti-pollution ingredients and claims that have been touted in the skincare space recently has given
rise to the same branding techniques being used in makeup products. These cosmetic items offer promises of
protection from the pollution that urban dwellers encounter on a daily basis.

Insight - The dense populations of city centers around the world have brought to rise questions from urban
dwellers about how living in highly congested areas can affect their health–particularly as the impacts of
climate change and pollution have become top-of-mind for many. Thus, consumers take comfort in adopting
routines that are curated to protect them in the long-term–an extension of the common “wellness” industry
behavior in which consumers prioritize preventative rather than reactive self-care habits.
Long-Lasting Pigmented Concealers Full-Coverage Protective
bareMinerals’ 16-Hour Full Coverage Concealer Foundations
Workshop Question - How could your brand prioritize preventative solutions? is Hydrating Maybelline’s Dream Urban Cover Shields Skin
from Pollution

4 Featured | 36 Examples | 30,163 Total Clicks | Hunt.to/417359

100 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 101
 Drinkable Anti-Aging Shots Anti-Inflammatory
AETHERN’s Beauty Supplement Takes the Form of Skincare Collections
an Easy-to-Drink Elixir Marie Veronique Created Solutions with a Holistic
Facialist’

Micronutrient Beauty
Micronutrients are used to market edible and topical cosmetic items

Trend - Ingestible and topical skincare items are being infused and labeled with “micronutrients,” the various
vitamins and minerals that are required to maintain health. “Micronutrient” functions as an umbrella term that
can be used to imply the nutrient-rich ingredients in these cosmetic products.

Insight - As consumers become increasingly concerned about their health, their knowledge of the ingredients
required to maintain it grows. The term “micronutrient,” from a branding perspective, is able to establish trust
for the products that consumers choose to purchase to maintain their physical appearances. This follows an
overall arc that consumers have followed, where the “natural” associations they make with food-based skincare
ingredients give them more confidence that they’re not doing harm to their skin when going through their self-
Powdered Micronutrient Fragrance-Free Micronutrient Masks
care routines. Supplements This Marie Veronique Mask is Branded as a
SkInfusion is an Energy-Enhancing “Topical Supplement”
Workshop Question - How could your brand use branding to establish trust from consumers?
Powdered Supplement

4 Featured | 35 Examples | 26,950 Total Clicks | Hunt.to/415217

102 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 103
 Women-Founded Natural All-in-One K-Beauty Skincare
Skincare Products The Nutrinature All-In-One Multitem Works as a
Velvette Organics Launched an All-In-One Facial Oil Toner & Moisturizer’

All-in-One Care
All-encompassing skin and hair care products aim to pare down cosmetic routines

Trend - With Korean beauty now driving many cosmetic trends in North America, the latest is a paring down
of daily skincare routines. K-beauty once made-famous the 10-step skincare routine, and with the popularity of
that has come the reactionary trend sometimes known as “skip-care”. With this shift, brands are now offering
all-encompassing skin and hair care products that promise to do the work of multiple.

Insight - The way modern skincare routines are marketed is often in a multi-step process, with several products
and time-consuming applications. For many consumers, these routines can be overwhelming and impede on
the time they’d rather spend on other activities. Thus, consumers seek out options that are able to cater to their
preferences for convenience, alongside effective delivery.
Multi-Benefit Hair Sprays Protective Antioxidant Concealers
The Keratin Obsessed Treatment Spray is Packed Revlon’s Concealer Has Caffeine & Shields Skin
Workshop Question - How could your brand simplify its product/service? with 30 Benefits from Blue Light

4 Featured | 35 Examples | 26,950 Total Clicks | Hunt.to/412989

104 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 105
 Custom Trend Reports
Dive into top trends and get inspired with real-world examples, In the next 3-5 years and more.

Custom Dashboards
Reports & Library
Books &
Expertise

ACCELERATE
#1 Trend
Network

INNOVATION
AI

Big Crowd
Data Filtering

Future
With a Dedicated Advisor and the #1 Trend Platform Innovation
Festival
Presentations
Assessment & Workshops
Trend Hunter’s proprietary methodology provides you with timely, cost-effective custom re-
search so you can find better ideas faster. Your dedicated Trend Hunter Advisor curates reports
that showcase the trends and insights that match your objectives, and further support is avail-
able through report walkthroughs and facilitated ideation sessions. Get even more from our
research with quarterly in-office presentations, interactive workshops and our new Accelerator Sample report topics include:
program. All Advisory packages include tickets to Future Festival.
Custom Trend Reports
• Retail Tech
• Perchasing
Dive Innovation
into top trends and get inspired with real-world examples, In the next 3-5 years and more.
• Brand Authenticity
• Social Responsibility
• Consumer Engagement Sample report topics inclide:
• Sustainability
• Gender Evolution • Retail Tech • Gender Evolution
• Momentary Marketing • Perchasing Innovation • Momentary Marketing
• Maker Culture • Brand Authenticity • Maker Culture
• Portable Packaging • Social Responsibility • Portable Packaging
• Wearable Tech • Consumer Engagement • Wearable Tech
• Health Gamification • Sustainability • Health Gamification
Contact us at [email protected] to learn more.

Copyright © Trend Hunter Inc. All Rights Reserved. 107

 Bring top trends and

Jeremy Gutsche Keynotes

As Trend Hunter’s CEO and a New York Times bestselling au-
thor, Jeremy Gutsche’s innovation expertise has made him
a world-renowned keynote speaker. His keynotes have in-
spired audiences at more than 650 live events, and include
the following topics:

• Better & Faster • Innovation Tactics

• Disrupt or be Disrupted • Creating a Culture of Innovation
• Exploiting Chaos • Making Messages That Stick
• How to Win the Future • Making Change Happen

Trend Sessions •
Based on Trend Hunter’s proprietary frameworks and insights, each of these presentations
explores a key macro trend in depth to socialize trend content in an engaging way. •
Topics include:
•

KEYNOTE
• Health and Wellness • Future Technology • Generational Trends
• Brand Love • Work Culture • Artificial Intelligence
• New Business Models
• Leisure and Play
• Hyper-Convenience
• Inclusivity Marketing
• Retail Innovation
• & More
•

PRESENTATIONS
Custom Presentations
With the help of our Insights team, these sessions are designed by you and for you. We’ll identify
areas of need and topics of interest to create a custom framework that meets your objectives.

Trend Sessions
Bring top trends and insights to life with our Futurist
keynote presentations. Based on Trend Hunt
macro trend in depth

• Health and Wellne

To learn more, please contact [email protected].
• Brand Love
Copyright © Trend Hunter Inc. All Rights Reserved. 109
• New Business Mod
 Work Sessions
Work Sessions are preset, tried-and-tested programs that teach problem-solving methodology
through 1.5 to 2 hour simulations.

1. Trend Hunting
Change the way your
2. Adjacent Industry
Simulation 3. Change Deep Dive

Identify urgent points of

team thinks about, Identify urgent points of development and spark
applies and predicts development and spark action within your team.

WORK
trends. action within your team.

Custom Workshops
Custom Workshops tackle company-specific issues or objectives with 2 to 6 hours of program-
ming tailored to your needs.

SESSIONS & 1. Prototyping

Prototype ideas and
productionize creativity
using the 6 Patterns of
2. Idea Discovery
Identify your company’s
biggest areas for de-
3. Making Change Happen
Enact major change
within your company in

CUSTOM
velopment and uncover the most efficient way
Opportunity. new ideas. possible.

4. Infectious Messaging

Rethink your value prop

5. Disruption and
Adaptation 6. Culture and Change

Understand and enhance

and marketing to more Anticipate upcoming your company’s culture to

WORKSHOPS
effectively speak to threats to your business fuel innovation.
consumers. and prepare for future
success.

Ignite innovation with immersive programming

and tactical takeaways.

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 TrendHunter.com
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