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

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

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

Avatar Influence

From their role as brand ambassadors to their impact on consumers’ interactions in fashion, digital avatars are opening up new opportunities for ...

Fashion : Digital : Retail

Micro Trends

Activism Dining

Food is now being used not only as a way to understand other cultures, but as a form of resistance against a backdrop of political unrest.

Food : Drinks : Activism

Micro Trends

The Make-up Movement

In response to online make-up shaming, beauty brands are challenging industry misconceptions and redefining what it means to wear make-up.

Beauty : Youth : Makeup

Micro Trends

Rethinking Bodycare

Inspired by innovations in facial skincare, brands offering bodycare products are developing more efficacious formulas and highlighting the benefit...

Beauty : Branding : Packaging

Micro Trends

Sleep Easy Travel

There is a new focus on sleep in the travel market as consumers look to avoid stress, fatigue and jet lag.

Travel : Hospitality : Luxury

Micro Trends

Inclusive Fitness

New fitness influencers and gyms are showing how being fit and healthy doesn’t have to be the preserve of affluent white people.

Fitness : Wellness : Health

Micro Trends

Intuitive Pleasure

Women-founded sex technology companies are ushering in a new era that features a much more considered and nuanced approach to a woman’s sexuality a...

Wellness : Health : Female

Micro Trends

Modern Fertility

With infertility a growing problem, consumers are increasingly turning to smartphone apps and devices for advice and to track their health.

Health : Wellness : Infertility

Micro Trends

Accessible Premium

From taking the idea of the dollar store online to the rejection of big brands, retailers are exploring how they can democratise quality and bring...

Retail : Digital : The American Middle

Micro Trends

Crypto-loyalty

As cryptocurrencies edge into the mainstream, more and more brands are looking to them as a means to tap into the rewards and incentives market, w...

Retail : Digital : Finance

Micro Trends

Micro-retail

With convenience a key priority for consumers, brands are exploring the potential of dynamic selling spaces in non-traditional locations.

Retail : Digital : Technology

Micro Trends

Elite Athletes

New elite training camps are catering for aspiring amateur athletes who want to invest in self-improvement to an Olympic level.

Luxury : Travel : Wellness

Micro Trends

Experience-collectors

Luxury travel experiences are becoming the new collectors’ items – and the less accessible they are the more aspirational they are for luxurians.

Luxury : Travel : Hospitality

Micro Trends

Digital Store Fronts

The future of online shopping is being shaped by visual-first digital experiences.

Retail : Youth : Digital

Micro Trends

Safe Spaces

Generation Z are creating safe spaces out of a frustration at a lack of representation of women, people of colour and LGBTQ+ people.

Youth : Identity : Belonging

Micro Trends

No-bar bars

While the branded back bar will never fully disappear, recent openings are experimenting with interiors that put less focus on the bottles, and mor...

Drink : Alcohol : Bars

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