FuturistU > Consumers > Consumer Behavior > Module 1 / 5

Intro to Consumer Behavior

Instructor: Shelby Walsh
What are the key trends in consumer behavior, wellness & life in the era of the personal brand? Trend Hunter's President, Shelby Walsh, tees up what is motivating purchasing decisions, loyalty and how to create a meaningful connection to consumers as well as how this ties back to Maslow's Hierarchy of Needs.

This module lays out key trends in consumer behavior that will be explored throughout this course, including how catalyzation is playing into consumer decisions and how personalization is being leveraged when it comes to health, wellness, and CPG. It also introduces themes surrounding the impact of tribalism on consumers' lives (and for marketers) as well as how the definition of one's personal brand is changing and impacting industries' ability to connect with their customers.
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Insights by Trend Hunter AI

Digestive Detox
Soursop bitters are being positioned as wellness solutions for gut health concerns
Trend - Health-conscious consumers are turning to traditional herbal bitters, particularly soursop-based formulations, as natural alternatives for digestive support and detoxification. Brands are positioning bitters as accessible daily supplements that bridge traditional herbal medicine with contemporary wellness trends.
Workshop Question - How might your brand tap into the growing consumer demand for traditional wellness remedies with modern applications?
7
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Megatrends
Cellular Wellness Extracts
Cellular Wellness Extracts
1ness Launched the Cell Regenerator with Soursop and Turmeric
1ness has introduced its Cell Regenerator, a liquid extract that combines soursop fruit and leaf with turmeric, black pepper, and chlorophyll in a dropper-based delivery system. The... MORE
Viral Wellness Products
Viral Wellness Products
Serene Herbs Brings Ancestral Wellness to Modern Routines
Serene Herbs is redefining wellness by returning to the source -- earth-grown, time-tested herbal traditions. Founded in 2022, this rapidly rising brand is rooted in the healing power of African... MORE
Multi-Herb Wellness Tonics
Multi-Herb Wellness Tonics
Herbal Connections Launches a 20-Ingredient Soursop Bitters Formula
Herbal Connections has introduced an Organic Soursop Bitters formula that combines 20 carefully selected herbs into a single wellness tonic. The 32-ounce liquid supplement features soursop as its... MORE
Tropical Extract Supplements
Tropical Extract Supplements
BulkSupplements Debuts Soursop Extract Powder for Vision Support
BulkSupplements.com has introduced Soursop (Guanabana) Extract Powder, capturing the essence of this tropical fruit in a concentrated supplement form. The powder harnesses soursop's naturally... MORE
Pet Wearable
Pet care brands advance canine wellness with smart tracking technology
Trend - Pet care brands are launching health-monitoring wearables for dogs, equipped with features such as activity tracking, heart rate monitoring, sleep analysis, and early illness detection. These devices provide real-time insights into a pet’s well-being, helping owners detect potential concerns early.
Workshop Question - How can we leverage emerging smart technology to enhance real-time insights and preventative care in our industry?
7.7
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AI Canine Health Collars
AI Canine Health Collars
The Conceptual Cotons AI LifeTrack Collar by YeongKyu Yoo is Advanced
Pets have quickly become bonafide members of the family for many Millennial and Gen Z consumers who are increasingly spending more money on their well-being, which the Cotons AI LifeTrack Collar for... MORE
AI-Powered Pet Collars
AI-Powered Pet Collars
Personifi AI’s Shazam Band Turns Moods and Movements into Words
Personifi AI’s Shazam Band is a first-of-its-kind AI-powered cognitive wearable that gives a voice to pets. A new generation of pet owners is diligently building pet-human connections and Shazam... MORE
Pet Health Trackers
Pet Health Trackers
Queva Tracks Your Dog’s Health and Behavior for Better Care
Queva Health + Behavior V1 is a smart tracker designed to monitor the health and behavior of pets, particularly dogs. This device collects data on various health metrics, including activity levels,... MORE
Wearable Smart Pet Devices
Wearable Smart Pet Devices
The Whistle Health Limited Edition is Designed for Emotional Health
Whistle introduces its new Whistle Health Limited Edition device, which is a sleek iteration of one of its most affordable wearable gadgets that is arriving just in time for the holidays. It helps... MORE
Minimalist Health
Health and wellness brands rebrand to minimalist designs and easy-to-read labels
Trend - Health and wellness brands are rebranding with minimalist designs and simple, easy-to-read labels. This trend reflects a commitment to transparency and authenticity, aiming to create a clean, modern, and approachable aesthetic for consumers.
Workshop Question - How can we incorporate minimalist design principles to enhance transparency and authenticity in our brand's communication strategy?
4.4
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Megatrends
Immunity-Focused Beverage Blends
Immunity-Focused Beverage Blends
JOYÀ Debuts a New Immunity-Focused Superblend and a Rebrand
JOYÀ – the wellness brand reimagining functional health into an easy, effective and delicious daily ritual – is expanding its Superblends line with the launch of DEFEND and unveiling a rebrand.... MORE
Refreshed Wellness Product Lines
Refreshed Wellness Product Lines
AMMD™ by Amy Myers, MD Relaunches Its Product Line
AMMD™ by Amy Myers, MD, has relaunched its wellness product line with a refreshed brand identity, featuring updated packaging, a redesigned website, and more affordable pricing. The rebrand... MORE
Minimalist Supplement Branding
Minimalist Supplement Branding
Trace Products Have a Simple, Oceanic Profile
Trace Minerals has announced it is rebranding to Trace as part of the brand’s commitment towards emphasizing its simple nature and efficacy. The Trace products focus on high-quality... MORE
Expansive Rebranding Initiatives
Expansive Rebranding Initiatives
MysteryVibe Goes Beyond Sexual Health and into New Markets
MysteryVibe has recently undergone a rebrand to broaden its focus beyond sexual health, aiming to address a wider range of health issues such as period pain and mastitis. This rebrand includes a new... MORE
Proactive Health Supplements
Proactive Health Supplements
LTH's Products Meet the Demand for Proactive Health
Health-conscious are investing in proactive solutions to prioritize wellness and promote preventive measures that enhance day-to-day comfort and longevity, and Life Time’s LTH line of... MORE
Healthspan Plans
Consumers are proactively looking to extend their healthy years
Trend - The focus on wellness has evolved from short-term fixes to long-term health optimization, with consumers actively seeking evidence-backed solutions that support healthy aging. From cognitive enhancement supplements to personalized preventative care programs, brands are responding with products and services that promise to extend not just lifespan, but "healthspan" - the period of life spent in good health.
Workshop Question - How could your brand help consumers invest in their future health outcomes?
5.2
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Brain-Body Supplements
Brain-Body Supplements
Make Time Wellness is a Multi-Benefit Supplement Specifically for Women
With consumers prioritizing cognitive health and facing a crowded market of generic supplements, Make Time Wellness stands out by offering a specialized formula tailored specifically for women,... MORE
Memory-Enhancing Supplements
Memory-Enhancing Supplements
The SharpMind Memory Formula Supports Cognitive Health
‘Solaray’ continues to lead the way in cognitive health with the launch of ‘SharpMind™ Memory Formula,’ the latest addition to its popular nootropic line. Designed to... MORE
Advanced Health-Enhancing Supplements
Advanced Health-Enhancing Supplements
High Level Science Offers a Vitamin K2-D3 Supplement
High Level Science’s K2-D3 Supplement is formulated to enhance cardiovascular health, bone strength, and immune function. It combines Vitamin K2, Vitamin D3, calcium, and BioPerine, a black... MORE
Cognitive Stamina-Enhancing Supplements
Cognitive Stamina-Enhancing Supplements
Nitches Debuts the InTheZone Focused Extreme Supplement
Nitches, Inc. has launched InTheZone Focused Extreme, a new supplement aimed at enhancing focus, memory, and cognitive stamina. Targeting busy professionals, students, and athletes, this product is... MORE
Nattokinase Supplement
Young adults are turning to alternative cardiovascular supplements
Trend - A traditional Japanese superfood is being reimagined as the next frontier in preventative heart care. Nattokinase, an enzyme extracted from fermented soybeans, has captured attention for its unique approach to cardiovascular health. While conventional heart supplements focus on cholesterol management, this emerging category promises more comprehensive benefits - from enhanced blood flow to reduced clotting risk.
Workshop Question - How could your brand innovate to address the growing preventative health concerns of younger demographics?
5.8
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Japanese Soybean Supplement
Japanese Soybean Supplement
Horbäach's Nattokinase Supplement Boosts Circulatory Support
Discovered in Japan’s traditional fermented soybean dish “natto,” nattokinase is a powerful enzyme that has captured the attention of health researchers worldwide—and Horbä... MORE
Natural Enzyme Supplements
Natural Enzyme Supplements
Naka Herbs & Vitamins Debuts Enhanced Cardiovascular Support Formula
Naka Herbs & Vitamins has expanded its wellness portfolio with an enhanced Nattokinase supplement, tapping into growing consumer demand for natural cardiovascular support solutions. The product... MORE
Therapeutic Enzyme Supplements
Therapeutic Enzyme Supplements
PipingRock Elevate Nattokinase Formulations with Higher Potency
Leading wellness brand PipingRock is making significant strides in the enzyme supplement category by introducing enhanced Nattokinase formulations that boast increased potency and improved delivery... MORE
Enzyme Wellness Supplements
Enzyme Wellness Supplements
Doctor's Best Launches Nattokinase for Cardiovascular Support
Doctor’s Best has expanded its science-based supplement line with a highly potent Nattokinase formula, derived from traditional Japanese fermented soybeans. The innovative supplement delivers 2,... MORE
Green Loyalty
F&B brands encourage sustainable consumption with eco-friendly rewards systems
Trend - In response to global sustainability concerns, brands are designing new loyalty programs to encourage and reward shoppers for making environmentally friendly choices. These programs typically offer discounts on eco-friendly products, rewards points, or donations to environmental causes.
Workshop Question - How can your brand align its reward systems with environmental and social issues?
6.5
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Megatrends
Eco-Conscious Coffee Programs
Eco-Conscious Coffee Programs
Costa Coffee's Club Loyalty Scheme Rewards Eco-Minded Customers
Costa Coffee’s loyalty program, the Costa Club Loyalty Scheme, is a new initiative designed to reward customers for making environmentally conscious choices. The program introduces a unique... MORE
Local Sustainability-Promoting Initiatives
Local Sustainability-Promoting Initiatives
CopenPay Encourages Environmentally Friendly Behaviors
CopenPay — which launched on July 15th and is running until August 11, 2024, is an initiative in Copenhagen designed to incentivize environmentally friendly behaviors among residents and visitors.... MORE
Steel Drinkware Recycling Programs
Steel Drinkware Recycling Programs
MiiR Launches Innovative Re:Claimed Takeback Program
MiiR, a premium lifestyle brand renowned for its design-forward and generosity-driven reusable drinkware, has introduced the Re:Claimed Takeback program, a revolutionary initiative aimed at... MORE
Eco-Conscious Juice Boxes
Eco-Conscious Juice Boxes
Simple Times Mixers Supports Curbside Recycling with its New Packaging
Simple Times Mixers, a leading provider of clean-label ultra-premium mixers, has introduced fully curbside recyclable packaging as part of its commitment to sustainability and zero waste. Simple... MORE
Cosmetic Recycling Initiatives
Cosmetic Recycling Initiatives
rom&nd's Green Chemi Project Works to Recycle Cosmetics Packaging
rom&nd has introduced the Green Chemi Project, a sustainability initiative focused on recovering and recycling used packaging for color cosmetics. The program was developed with TerraCycle to... MORE
GLP-1 Response
Food brands are adjusting portion sizes as weight management drugs gain popularity
Trend - As GLP-1 weight management drugs gain popularity, food companies are responding by adjusting the ingredients and portions in their products. Particularly in the CPG market, retailers are offering smaller products richer in proteins and fibers, as there are more in-line with consumer needs.
Workshop Question - How could your company adjust its products or services in response to the growing popularity of GLP-1-related drugs?
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Portion-Adjusted CPG Snacks
Portion-Adjusted CPG Snacks
Conagra is Altering its Products in Response to GLP-1 Popularity
Conagra Brands Inc. is considering adjustments to its product offerings in response to the growing use of GLP-1 drugs, which are known to suppress appetite. These medications, including Ozempic and... MORE
Weight Management Food Ranges
Weight Management Food Ranges
The Nestlé Vital Pursuit Range is for Those on GLP-1
The Nestlé Vital Pursuit range is a new food lineup targeted towards weight management and consumers who are using GLP-1 weight loss medications. The product range includes foods that are high in... MORE
GLP-1-Tailored Store Sections
GLP-1-Tailored Store Sections
GNC is Adding a New Section to 2,300 of its U.S Store Locations
GNC has announced the introduction of a new section in its 2,300 US stores specifically designed to support consumers managing GLP-1 medications, such as Ozempic and Wegovy. This initiative aims to... MORE
Food Brand Revitalization Initiatives
Food Brand Revitalization Initiatives
Atkins is Reanalyzing its Business for GLP-1 Users
Simply Good Foods has announced a strategic initiative to target users of GLP-1 drugs, such as Ozempic and Wegovy, as part of its new five-point revitalization plan for its Atkins brand. This plan... MORE
Informative Yogurt
Dairy brands are redesigning packaging to explicitly advertise health benefits
Trend - Brands in the dairy industry are redesigning product packaging to be more explicitly informative. These new packagings highlight the ingredients' exact nutritional benefits, such as benefiting gut health. Many such products are also advertising organic or eco-friendly ingredients.
Workshop Question - How could your brand redesign its packaging to ensure it best appeals to the desires of its consumers?
7.1
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High-Protein Yogurt Lines
High-Protein Yogurt Lines
Oikos PRO High-Protein Yogurt Launches in Canada
Oikos 'PRO' high-protein yogurt is officially hitting Canadian shelves, redefining how health-conscious consumers fuel their strength. Known for its rich and creamy Greek yogurt, Oikos introduces... MORE
Natural Yogurt Jars
Natural Yogurt Jars
Danone Argentina Adopted New Packaging to Improve Environmental Efforts
Danone Argentina has introduced new yogurt jars for its La Serenísima Original brand, designed to emphasize the product’s natural and premium qualities. The jars are made from polyethylene... MORE
Reformed Yogurt Packagings
Reformed Yogurt Packagings
Nomadic Redesigned its Packaging to Emphasize Health Benefits
Nomadic, in collaboration with Greiner Packaging, has introduced a new packaging format for its Protein+ Granola yoghurt range. This new design is an “upside-down” version of the existing Yogurt &... MORE
Revamped Gut Health Yogurts
Revamped Gut Health Yogurts
The Activia Rebranding Includes a New Recipe and Packaging
This Activia rebranding has been announced by Danone in the UK as part of the brand’s initiative to keep the product relevant with today’s consumer and also draw in those who are new to... MORE
Sustainably Packaged Greek Yogurts
Sustainably Packaged Greek Yogurts
Nounós Creamery Probiotic Strained Yogurt Comes in Two Options
Nounós Creamery Probiotic Strained Yogurt is a premium range of nutrient-dense dairy products perfect for consumers to incorporate into their nutrition-focused lifestyle. The yogurt comes in... MORE
Small-Format Retail
More retailers are rolling out small-format stores with curated offerings
Trend - Retail is entering a "less-is-more" era, driven by consumer desire for curated shopping experiences that simplify decision-making. Consumers, overwhelmed by past excess, now value well-edited selections that simplify decision-making. This trend prioritizes quality and guidance over sheer quantity.
Workshop Question - How can your brand refocus its approach to retail by becoming a trusted curator of products, simplifying decision-making for consumers?
5.4
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Megatrends
Small-Format Grocery Stores
Small-Format Grocery Stores
Amazon’s Whole Foods to Open New Small-Format Stores in Cities
Amazon-owned Whole Foods is strategically downsizing with the launch of the Whole Foods Market Daily Shop, a small-format store designed specifically for urban shoppers seeking convenience. These... MORE
Small-Format Department Stores
Small-Format Department Stores
Macy’s Unveils Plan to Open Up to 30 Small-format Stores
Macy’s, Inc. is charting a bold expansion of its retail strategy with plans to open up to 30 new small-format stores by fall 2025. This move, which builds on the nearly 15 existing locations of... MORE
Digitally Led Bakery-Cafes
Digitally Led Bakery-Cafes
Panera's Small-Format Store Has a Digitized Menu & Tracking Screens
To better suit the needs of digital and off-premise guests, Panera Brands debuted a new digitally led bakery-cafe in New York. Notably, this new location features a 40% smaller footprint than... MORE
Small-Format Tech Stores
Small-Format Tech Stores
Best Buy Express Offers Curated Tech & Exclusive Telecom Services
Best Buy Canada and Bell Canada opened the doors to the first Best Buy Express store in Guildford Town Centre, Surrey, British Columbia, welcoming shoppers to a small-format store with a curated... MORE
Small-Format Retailers
Small-Format Retailers
Nordstrom’s Small-Format Strategy 'Closer to You' is Expanding Until 2025
Nordstrom is aggressively expanding its Closer to You’ strategy with the introduction of 23 new Nordstrom Rack locations across suburban U.S. markets from fall 2023 through spring 2025. This... MORE
Grounding Sheets
Brands are launching bedding with conductive materials like silver or carbon
Trend - Grounding sheets, made with conductive materials like silver or carbon, embody a wellness trend aimed at harnessing the Earth's natural energies for health benefits. By allegedly transferring the Earth's electrons to the body, these sheets replicate the benefits of barefoot grounding, promising improved sleep, reduced inflammation, and greater relaxation.
Workshop Question - How can your brand leverage the growing consumer interest in holistic and nature-inspired wellness practices?
4.7
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Silver-Infused Luxury Bedding
Silver-Infused Luxury Bedding
The Earthing & Grounding Fitted Bed Sheet Enhances Circulation
Grooni Earthing introduces the Earthing & Grounding Fitted Bed Sheet, a revolutionary product combining ancient practices with modern wellness needs. This bedsheet is not just a bedding item but... MORE
Pain Relief Grounding Sheets
Pain Relief Grounding Sheets
ZenLife Grounding Sheet Claims to Harnesses Energy for Pain Relief
In today’s wellness landscape, consumers are turning towards natural solutions to elevate their well-being. ZenLife’s Grounding Bed Sheet, goes beyond sleep comfort, offering a... MORE
Silver-Infused Grounding Sheets
Silver-Infused Grounding Sheets
The GroundingWell Bedsheet Claim to Have Healing Powers
The GroundingWell™ Bedsheet presents a transformative approach to wellness and health in the business world, integrating the ancient practice of grounding into our modern, fast-paced lifestyles.... MORE
Premium Grounding Sheets
Premium Grounding Sheets
Hooga's Grounding Fitted Sheet Leverages the Restorative Power of Nature
Hooga’s Grounding Fitted Sheet revolutionizes the way we approach sleep and overall health by integrating the ancient practice of grounding into our nightly routine. Priced at $194.00, this... MORE