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Intro to Leisure & Play

Instructor: Courtney Scharf
Leisure & Play
Download the Leisure & Play Trend Report
In this module, Trend Hunter's Chief Client Officer, Courtney Scharf, will introduce you to our framework on the future of entertainment. Using the 18 Megatrends Matrix, she identifies three key consumer desires and drivers that are changing the world of entertainment as we know it today.

Using a focus on human psychology and what consumers feel like they're missing today, this approach to the leisure category will not only deepen your understanding of how consumers want to be entertained but also what they want from their lives in general.
Related Trend Report: Leisure & Play
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Insights by Trend Hunter AI

Mediterranean Luxe
Food & beverage embrace Mediterranean flavors as markers of sophistication
Trend - Restaurants and beverage brands are elevating their offerings with flavors from Southern Europe, North Africa and the Eastern Mediterranean. Ingredients like saffron, pistachio, pomegranate and rose are appearing in contemporary formats—from basil limoncello spritzes to pistachio rose lattes.
Workshop Question - How could your brand use global flavor cues to turn everyday products into meaningful moments of escape?
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Premium Mediterranean Lagers
Premium Mediterranean Lagers
Peroni Nastro Azzuro Stile Capri Arrives on the Market
Peroni Nastro Azzurro Stile Capri is a new product that aims to capture the laid-back elegance of an Italian summer. Crafted with Mediterranean inspiration, this smooth, citrus-forward lager is... MORE
Vibrant Mediterranean Salad Kits
Vibrant Mediterranean Salad Kits
Fresh Express is Introducing a New Chopped Salad Kit
Fresh Express is launching a new Chopped Kit, this time introducing the Mediterranean Herb variant which arrives in late September. This kit features a blend of kale, green cabbage, red cabbage,... MORE
Pistachio Alfredo Sauces
Pistachio Alfredo Sauces
Sauz's Salted Pistachio Alfredo Shares a Sought-After Nutty Flavor
Pistachio flavors are popping up everywhere thanks to the virality of Dubai chocolate, but the nutty ingredient has broken out of the sweet snack and dessert aisle, now adding richness and depth to... MORE
Organic Mediterranean Olive Products
Organic Mediterranean Olive Products
These Biona Olives Offer a Taste of the Mediterranean
The embrace of the Mediterranean diet has many consumers seeking out delicious yet convenient ways to give the culinary lifestyle a try, which is seeing brands respond with products like the Biona... MORE
Mediterranean-Style Pasta Sauces
Mediterranean-Style Pasta Sauces
Loyd Grossman Premium Sauce Comes in Three Flavors
Loyd Grossman Premium Sauce is a new lineup of pasta products making their way to the UK market for the brand's 30th anniversary as the prefect way to elevate a wide range of dishes. The pasta... MORE
Sparkling Cannabis
THC Brands are launching low-dose sparkling waters for comfortable buzzes
Trend - Cannabis brands are rolling out low-dose THC-infused sparkling waters designed to offer a subtle cannabis experience in a refreshing beverage format. These drinks combine crisp, sparkling water with carefully measured amounts of THC, offering low-dose alternatives to traditional products.
Workshop Question - How can your brand innovate to offer a mindful consumption experience that aligns with modern consumers' preferences for low-dose and wellness-focused products?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Social Low-Calorie Cannabis Seltzers
Social Low-Calorie Cannabis Seltzers
Cornbread Hemp THC Seltzers Start Working in 15-Minutes
Cannabis-infused refreshments are continuing to gain popularity amongst consumers seeking an alternative to alcohol, so brands are taking note with new options like the Cornbread Hemp THC Seltzers.... MORE
Low-Dose Cannabis Refreshments
Low-Dose Cannabis Refreshments
The Wyld THC Sparkling Waters Have Hemp-Derived Ingredients
The Wyld THC Sparkling Waters have been created by the brand with consumers who are curious about cannabis or who are in search of a low-dose option to incorporate into their lifestyle. The drinks... MORE
Actor-Backed Cannabis Drinks
Actor-Backed Cannabis Drinks
Houseplant THC-Infused Sparkling Waters Come in Four Flavors
The Houseplant THC-infused sparkling waters have been announced from the cannabis lifestyle brand as a series of refreshments perfect for consumers to try out. The drinks from the Seth Rogen, Evan... MORE
THC-Infused Sparkling Waters
THC-Infused Sparkling Waters
Houseplant Sparkling Water Features a Low Dose of THC in Every Can
The actor and filmmaker turned entrepreneur Seth Rogen has recently announced the launch of his Houseplant lifestyle brand to include new THC-infused Houseplant sparkling water. From the very start,... MORE
Cannabis-Infused Sparkling Water Lines
Cannabis-Infused Sparkling Water Lines
Resident Culture Brewing Co. Expands Cümulo
Resident Culture Brewing Co. has expanded its cannabis-infused sparkling water line, Cümulo, with two new flavors and the launch of an e-commerce platform featuring subscription services. The... MORE
Reimagined Kosher
Heritage brands are reimagining cultural staples with modern aesthetic
Trend - Established food categories tied to Jewish culture and religious traditions are being reinvented through contemporary branding, sustainable practices, and convenience-focused formats. These products maintain authentic flavor profiles while updating ingredients and aesthetics to appeal to younger consumers who value both heritage and innovation.
Workshop Question - How could your brand modernize traditional offerings without losing their authentic essence?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Versatile Mini Latke Crisps
Versatile Mini Latke Crisps
Little Latke Potato Latke Crisps are Made with Natural Ingredients
The Little Latke potato latke crisps have been launched as the world’s first potato latke snack crisps that are perfect for consumers to try out as a new take on a traditional dish. The crisps... MORE
Instant Matzo Ball Soups
Instant Matzo Ball Soups
Nooish's Matzo Ball Soup Makes a Traditional Recipe Super Convenient
Matzo ball soup embodies timeless comfort and Nooish’s just-add-water Instant Matzo Ball Soup makes it even more accessible for busy consumers as a grab-and-go solution that allows everyone to... MORE
Crunchy-Sweet Condiments
Crunchy-Sweet Condiments
Schmutz's Haroset Turns a Passover Essential into an Everyday Spread
Schmutz transforms haroset—the sweet, textured paste made from fruits, nuts, and spices traditionally served during the Passover Seder—into a condiment that's ready to be savored every day.... MORE
Crispy Kugel-Flavored Snack Products
Crispy Kugel-Flavored Snack Products
S'NOODS Sweet Kugel is Inspired by the Classic Jewish Dish
S’NOODS Sweet Kugel is the noodle snack brand’s latest offering crafted with the classic Jewish cuisine dish in mind to provide consumers with a sweet, savory option to try out. The... MORE
Ready-to-Cook Matzo Balls
Ready-to-Cook Matzo Balls
Manischewitz Frozen Matzo Balls are Quick to Prepare and Enjoy
The Manischewitz Frozen Matzo Balls are part of the brand’s foray into the frozen case in the grocery store that will help consumers to incorporate traditional Jewish cuisine dish into their... MORE
De-Stresser Beverage
Brands are replacing stress-generating ingredients with calming alternatives
Trend - Food & beverage brands are creating drinks designed to alleviate stress. This is achieved by swapping out stressing ingredients, such as processed sugars and caffeine, with stress-relieving alternatives, such as magnesium and lion's mane, generating healthier energy for consumers.
Workshop Question - How can we redesign our products by identifying and replacing stress-inducing elements with calming alternatives to better serve our customer's well-being?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Alternative Energy Drinks
Alternative Energy Drinks
AVVIKA Delivers a Natural, Better-for-You Boost Without Caffeine
AVVIKA nourishes minds and bodies with caffeine-free energy drinks that help health-conscious individuals avoid undesirable side effects like crashes, jitters and other downsides of caffeine. The... MORE
Mental Well-Being Beverages
Mental Well-Being Beverages
The TRIP x Calm Cucumber Mint Mindful Blend Helps with De-Stressing
Calm, the number-one app for sleep, meditation and relaxation teamed up with functional beverage brand TRIP to create the co-branded Cucumber Mint Mindful Blend with soothing ingredients like... MORE
Viral Mocktail-Inspired Smoothies
Viral Mocktail-Inspired Smoothies
The Smoothie King Sleepy Girlzzz Smoothie Has Tart Cherry
The Smoothie King Sleepy Girlzzz Smoothie is a new item hitting the menu at participating locations that’s perfect for curious TikTok users to try out on their next visit. The smoothie is... MORE
Adaptogenic Alt Milks
Adaptogenic Alt Milks
Floatmilk's Original Oatmilk +Adaptogens Won a World Dairy Innovation Award
Floatmilk’s Original Oatmilk +Adaptogens is a premium alternative milk with a coffeehouse-style formula for creating rich, creamy drinks without dairy.   Consumers want plant-based milk... MORE
Sparkling Hibiscus Flower Water
Sparkling Hibiscus Flower Water
Amaí's Drinks are Rich in Flavor & Health Benefits
Amaí‘s Sparkling Hibiscus Flower Water is made with organic hibiscus flowers, a multi-benefit ingredient that has been incorporated into health and wellness practices for centuries. Now, the... MORE
Protein Cereal
Cereals are now incorporating high amounts of protein to aid conscious consumers
Trend - Breakfast cereals are now formulated with higher protein content to accommodate various lifestyles and diets. This approach provides health-conscious consumers with an easy way to increase their daily protein intake without incorporating additional supplements or products into their routine.
Workshop Question - How can your brand modify its product to cater to diverse consumer needs and use cases?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Peanut Butter Protein Cereals
Peanut Butter Protein Cereals
Ghost PB Protein Cereal Was Created with General Mills
The Ghost PB Protein Cereal has been created by Ghost Lifestyle in partnership with General Mills as a nutrition-focused breakfast or snack product perfect for supporting the needs of athletic... MORE
Upcycled Oat Protein Cereals
Upcycled Oat Protein Cereals
Seven Sundays & SunOpta Created a Cereal Line with OatGold
Seven Sundays launched the first-ever oat protein cereal made with SunOpta’s OatGold, a nutrient-rich upcycled oat protein powder, which is a byproduct of oat milk production. Hannah Barnstable,... MORE
Cookie-Flavored Protein Cereals
Cookie-Flavored Protein Cereals
Magic Spoon's Grain-Free Cereals Taste Like Favorite Snacks
Eating Magic Spoon’s grain-free cereals for breakfast will feel more like snacktime than ever thanks to its two newest flavors, Oatmeal Cookie and Chocolate Chip Cookie. As ever, these protein-... MORE
Co-Branded Protein Cereals
Co-Branded Protein Cereals
Surreal & Gymshark Launched Strawberry Protein Shake-Flavored Cardi-Os
Protein cereal brand Surreal and gym apparel brand Gymshark teamed up to create Cardi-Os, a strawberry protein shake-flavored cereal that’s gluten-free, vegan and fueled by soya and pea protein.... MORE
Vegan Luncheon
Luncheon meats are increasingly opting for vegan and plant-based formulas
Trend - Popularized during the post-war era for their affordability and shelf stability, luncheon meats are now being adapted to be plant-based. These meat-free alternatives cater to consumers with unique dietary preferences and health-conscious individuals who need accessible, planet-friendly options.
Workshop Question - How can your brand factor in cultural influences when crafting its product/service?
3.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Vegan Luncheon Meat Products
Vegan Luncheon Meat Products
Food Brand 'ANEW' Debuts Three Luncheon Meat Products
OTS Holdings Limited recently launched a new plant-based, ready-to-eat food brand dubbed ANEW. The new company ” aims to deliver quality, nutrition and convenience to consumers with a taste of... MORE
Vegan Luncheon Meat Snacks
Vegan Luncheon Meat Snacks
OmniFoods & 7-Eleven Hawaii Launched Plant-Based Katsu Musubi
Just in time for summer, 7-Eleven Hawaii has teamed up with OmniFoods to launch a new Plant-Based Katsu Musubi. For those unfamiliar, Spam Katsu Musubi is a classic Hawaiian snack made with Spam.... MORE
Soy Protein Luncheon Meats
Soy Protein Luncheon Meats
This Vegan Luncheon Meat Alternative is Free Of Animal Products
Australian lovers of luncheon meat preparations who nevertheless either want to test out or are already fully embracing vegan diets and lifestyles can now enjoy this particular snacking option... MORE
Canned Vegan Meats
Canned Vegan Meats
ANEW Makes Meatless Canned Products from Wheat, Soy Protein & Vegetable Juice
ANEW makes SPAM-style canned vegan meats with wheat, soy protein, vegetable juice and Eucheuma seaweed, and its innovative products are ready to push the envelope after years of research and... MORE
Gamified Storefront
Brands are gamifying brick and mortar stores for the retailtainment trend
Trend - Brick-and-mortar storefronts are adding elements of gamification and entertainment to improve the in-store shopping experience. These 'retailtainment' initiatives add immersive experiences and interactive elements to increase consumer engagement and pull the focus away from simply spending money.
Workshop Question - How can we integrate gamification and entertainment into our physical spaces to create a more engaging and immersive experience for our customers?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Gamified Metaverse Stores
Gamified Metaverse Stores
Lacoste is Virtually Inviting Shoppers into the Jaws of a Croc
French clothing brand Lacoste teamed up with Web3 development company Emperia to create a metaverse store that invites shoppers straight into the jaws of a virtual crocodile. Inside the space,... MORE
Interactive Arcade Storefronts
Interactive Arcade Storefronts
JD & Snap London Created an AR Storefront for Christmas
As part of its ‘King of the Game’ Christmas campaign, sports retailer JD teamed up with Snap to turn its London storefront into an AR storefront. With the storefront turned into a giant... MORE
play_circle_filledMulti-Sensory Flagship Stores
Multi-Sensory Flagship Stores
KATE Shibuya Offers Immersive Digital and Physical Experiences
KATE Shibuya presents a groundbreaking flagship store that integrates digital and physical elements to offer an immersive shopping experience. This innovative retail environment blends cutting-edge... MORE
Digital Snowball Competitions
Digital Snowball Competitions
The LEGO Snow Throw Pits NYC and London Stores Against One Another
The LEGO Snow Throw is a first-of-its-kind transatlantic, interactive game that transforms storefront windows into digital snowball machines. For the holiday season, people who pass by the 5th... MORE
Interactive Cosmetics Retail Stores
Interactive Cosmetics Retail Stores
Watsons Upgrades its Stores for Gen Z and Gen Alpha Consumers
Watsons, a leading Asian beauty and health retailer, has strategically upgraded its stores as interactive cosmetics retail stores to cater to the interactive and dynamic preferences of Gen Z and Gen... 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?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
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
In-Game Advertisement
Gaming companies are allowing non-intrusive in-game live advertisements
Trend - Game developers are implementing live billboard advertisements into their games. These advertisements are non-intrusive, meaning they exist in the game world but do not inhibit the players' interaction with the games. This is a value-add for advertisers while adding legitimacy to the game world.
Workshop Question - How could your brand ensure it is advertising its products or services through its best-suited medium?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Clear In-Game Billboard Advertisements
Clear In-Game Billboard Advertisements
SCS Software's Truck Simulator Uses Real-Life Advertising
American Truck Simulator, developed by SCS Software, has introduced in-game advertisements for real-world trucking companies. This initiative began with Schneider National, a major logistics company,... MORE
In-Game Billboard Advertising
In-Game Billboard Advertising
Gameloft Enables Partners to Advertise Natively in its Games
Gameloft for Brands has introduced in-game advertising within its popular titles, including Asphalt 9: Legends. This initiative aims to create meaningful connections between brands and players by... MORE
Contextual Intelligence Companies
Contextual Intelligence Companies
GumGum is an AI-Powered Marketing Company with Dynamic Placement
GumGum is a contextual intelligence company that uses artificial intelligence to see and analyze the full content of a web page in a whole new way. It offers high-impact and dynamic ad solutions... MORE
In-Game Advertising Services
In-Game Advertising Services
StackAdapt Offers Engaging Game Advertising for its Clients
StackAdapt’s in-game advertising service offers marketers the ability to integrate their brand seamlessly into various gaming environments. This service targets a highly engaged and influential... MORE
In-Game Advertising Platforms
In-Game Advertising Platforms
Anzu Partners Integral Ad Science to Legitimize Gaming Ads
Anzu, a leading in-game advertising platform, has teamed up with verification standard company Integral Ad Science to legitimize gaming ads by standardizing measurement tools, further establishing... 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?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
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