1. Intuitive Total Health Services:
The trend towards total health consciousness and experiences is projected to sharply increase in the coming year. Growing interest in organic products that boost natural health, such as probiotic skincare and fermented foods, are set to make an impact in the food and beauty industries. When it comes to high tech and apps, people are beginning to turn to solutions that center around the body’s natural cycles. Health monitoring tools that allow on-demand personalizing are set to grow in popularity rapidly, as consumers become accustomed to adaptable products with high levels of intuitiveness and functionality.
Diets based on ancestry/DNA type tests are rising in popularity, as the ancestry industry booms and workout and diet plans follow close behind the trend, predicting what foods and exercises will be most effective based on genetics. Probiotic products for skincare, beauty products, and dietary supplements are on the rise as research begins to emerge supporting the belief that probiotics help absorb nutrients and boost immunity.
Cleaning products are also affected by this trend towards total well being, as consumers worry that their cleaning products and chemical ingredients are negatively impacting their household’s health. Natural and organic products that don’t use harsh chemicals are growing in popularity, as consumers begin to read the labels of typical household products more closely, and start to form loyalty and make choices about products and brands based on their product’s ingredient list.
2. Awaiting Adventure
Wanderlust has hit an all time high in recent years, with social media platforms giving more space to themes of exploration and adventure, as well as services such as AirBnB that offer a new way to travel, live, and experience previously unknown or little visited areas. 52% of US consumers who have taken a vacation in the past year say the primary reason they travel is to try something they’ve never done before.
The pressure on social media to compete with peers in having the most photo or caption-worthy experiences is creating a drive to do more, try more and experience bold settings in a way that allows people to feel as though they are indulging in their passions in a way that feels natural instead of commercial. Solo travel is on the rise, and apps and programs that enable people to engage with new surroundings are quickly rising in success.
3. Going Green(er)
The younger generation especially are beginning to specifically shop for products that are environmentally friendly and building loyalty to ethical brands. Reverse vending machines, which incentivize recycling are making it easier to be environmentally conscious as well as encouraging awareness and responsibility. Consumers feel more empowered by and confident in companies that are making an effort to reduce plastic items, such as replacing plastic with biodegradable materials.
This doesn’t just stop at packaging either. More than 50% of consumers oppose GMO foods, and 1 in 3 consumers prefer eco-friendly options. 56% of consumers are willing to spend more money on products that are better for the environment.
Even in housing trends, consumers are flocking to buildings that are taking advantage of energy auditing and solar installations, to save both the corporation and the consumer money on utility bills. Recycled water, intuitive temperature products such as Nest, and better insulation are all behind a housing trend that is leaning towards reducing its environmental impact.
The green trend is even disrupting the technology industry, with apps that allow you to give back for contributing to your carbon footprint, and tracking programs that reward you for reducing waste. Going forward, brands should be sure to increase their sustainability efforts to win the trust of the growing number of eco-conscious consumers.
4. Growing Anxiety About Social Isolation
Our recent climate of pervasive digital connectivity, in which more and more people are replacing physical interactions with digital ones, is causing an increase in health-problems such as loneliness, social isolation and depression. Products and services oriented towards helping consumers disconnect online and re-connect in person are set to be on the rise in the coming year.
Cultivating customer loyalty has been a challenge for some brands who depend upon consumers leaving their homes to visit their stores as more consumers’ shopping habits are geared towards online shopping and experiences. However, a rise in anxiety surrounding social isolation are driving people to find spaces, whether virtual or physical, where customers can build connections between other customers and staff.
Brands are now doing well by positioning themselves as mini-communities, in which their customers can feel less
isolated. Consumers are slowly but surely trying to cut down their social media usage due to mental health
concerns, and apps that help disconnect by blocking certain social media or shopping sites are thriving amidst the push to exit digital consumption.
It may be a trend that is slower to emerge, but people are starting to return to a local way of thinking, with small
businesses taking advantage of the opportunity to position themselves as a space to disconnect and recharge, as well as form new bonds within the community that many people are beginning to mourn losing. Some restaurants and small businesses are promoting no wi-fi, allowing their customers to enjoy a space free from technology where conversation and making new relationships are encouraged.
Overall, the retail landscape will begin to see a shift. Consumers are at the tipping point — soon, total wellness will be a bigger priority than diet fads or artificial health and beauty routines, instead, consumers want their products to converge at the intersection of natural health and science. Even shopping trends may soon see a shift towards minimalism, as consumers look for products that will provide a multi-purpose, intuitive solution, rather than expanding their purchasing powers.
Hand in hand with the rise in total wellness trends is the increase in consumer demand for brands and companies to be more ethical, transparent, and eco-friendly. Many are willing to pay more for a product that is environmentally friendly or socially conscious, as well as build loyalty to brands that position themselves as socially active.
Consumers also look to brands to provide experiences, not just products. The rise of the digital age has led to more people wanting an authentic experience that is vivid and easily documented for social media. Hosting services and apps have led to a revolution in the travel industry, as people veer away from traditional cruises and tours in favor of a unique experience they may have never had before.
While consumers rely on digital help to boost their travel, knowledge, and assist with more of life’s challenges (fitness, financial wellness, product research, shopping, etc.) than ever before, there’s now a rise in awareness of the downfalls of a technologically hooked society. People more than ever are investing time and money into local businesses and solutions that help them unplug from the constant stream of digital information.
2019 will be a year for people to re-connect with social engagement as rising feelings of loneliness, isolation and depression begin to drive them to address health problems derived from constant digital use. Companies will do well to offer experiences that follow this trend, as well as making their customers feel empowered through socially and environmentally conscious purchases. Wellness technologies, solutions, products and services will most likely see a boost in the coming year, as scientific studies emerge to back certain products and beliefs, allowing the beauty industry especially to thrive on more health-oriented products.