FuturistU > Lifestyle > Leisure & Play > Module 1 / 4

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

Purposeful Refreshment
Brands are adding wellness cues to familiar warm-weather drink profiles

Trend - Summer beverage launches are using refreshing, recognizable flavor profiles as the vehicle for functional benefits like energy, hydration or mood support. Brands are enhancing seasonal favorites like lemonade and coconut water with vitamins, superfoods and electrolytes, positioning familiar flavors with added wellness benefits.

Workshop Question - How could your brand turn a familiar sensory experience into an offering that also serves a practical everyday need?
7.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Functional Canned Lemonades
Functional Canned Lemonades
Juni's Lemonade Trio Features Antioxidants, Adaptogens & More
Lemonade is usually something to reach for in the summer for sweet, thirst-quenching refreshment, but adaptogenic sparkling tea brand Juni is giving drinkers even more to appreciate from the... MORE
Sparkling Supergreens Drinks
Sparkling Supergreens Drinks
The Huel Daily Greens Drink Supports Immunity, Skin Health and More
A greens drink sounds like exactly the kind of beverage everyone wants to add to their routine for the health benefits, until the first sip is grassy, bitter and aggressively green, but the Huel... MORE
Functional Summertime Hydration Supplements
Functional Summertime Hydration Supplements
The Cure Hydration Drink Mix Debuted in a New Flavor
The Cure Hydration drink mix range has been expanded by the plant-based electrolyte brand to catch the attention of consumers seeking out a seasonally suited way to support their everyday hydration... MORE
Fruity Coconut Refreshment Ranges
Fruity Coconut Refreshment Ranges
The Tropicana Hydrate+ Drinks Targets Mainstream Consumers
The Tropicana Hydrate+ drinks range is a beverage lineup making its market debut in the UK to help tap into consumer interest in coconut water-based refreshments, especially amongst those who don't... MORE
Candied Apple Energy Drinks
Candied Apple Energy Drinks
GORGIE Candy Apple is Crisp, Sweet, Nostalgic and Zero-Sugar
GORGIE speaks to wellness-minded consumers who want great-tasting clean energy without artificial sweetners, and GORGIE Candy Apple is the brand's newest flavor, inspired by the famous fair stand... MORE
Participatory Retail
Stores are becoming hands-on learning environments for shoppers

Trend - The brick-and-mortar retail environment is being redesigned around hands-on participation add-ons rather than solely display-led browsing. Stores are organizing workshops, DIY stations, community events, and other types of activations that align with their branding, industry, and product offerings. This shift gives shoppers a reason to physically show up in stores, beyond their need for a purchase.

Workshop Question - How could your brand turn product discovery into a guided activity that helps customers learn, test, or create something for themselves?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Creative Retail Competitions
Creative Retail Competitions
Bricks & Minifigs Launches LEGO Clock Design Contest
Creative retail competitions are transforming stores into destinations where consumers can actively participate rather than simply shop. Bricks & Minifigs and Santoki are encouraging LEGO fans to... MORE
Experiential K-Beauty Retail
Experiential K-Beauty Retail
Yepoda Opens an Immersive Flagship Store in Seoul
Experiential K-beauty retail is reshaping beauty shopping by turning physical stores into immersive brand destinations. Yepoda’s first Seoul location is designed to introduce visitors to Korean... MORE
Content-Driven Flagship Retail
Content-Driven Flagship Retail
GARAGE Builds an Immersive Flagship in New York's Flatiron District
Content-driven flagship retail is reshaping fashion by turning stores into immersive brand destinations that encourage shopping, social sharing, and community engagement. GARAGE's upcoming flagship... MORE
Creator-Led DIY Experiences
Creator-Led DIY Experiences
Lowe's Turns MrBeast Fandom Into Kids Workshops
Creator-led DIY experiences are helping brands transform digital audiences into active, real-world communities. Lowe's is expanding its Kids Club program through a partnership with MrBeast,... MORE
Immersive DIY Events
Immersive DIY Events
DIY CON Brings Hands-On Workshops and Creator-Led Experiences
Immersive DIY events are transforming traditional trade shows into hands-on experiences where attendees actively build, learn and connect with creators and brands. DIY CON brings together... MORE
Destination Beauty
Beauty retailers are turning stores into interactive trial experiences

Trend - Beauty retail is expanding beyond product display into environments built for testing, play, and social sharing. Phydigital store experiences, interactive pop-ups, and other temporary activations are being deployed to encourage longer visits and more meaningful consumer engagement. Many of these concepts borrow cues from entertainment, fandom, and cultural storytelling rather than classic merchandising.

Workshop Question - How could your brand turn a routine purchase environment into a place people would choose to spend time in?
8.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Hospitality Beauty Collaborations
Hospitality Beauty Collaborations
MERIT and the Ritz-Carlton Turn Stays into Beauty Experiences
MERIT is entering the hospitality space through a new partnership with The Ritz-Carlton, bringing branded beauty experiences to select properties in New York, Toronto, Los Angeles, Santa Barbara,... MORE
Strategic Beauty-Focused Retail Expansions
Strategic Beauty-Focused Retail Expansions
Urban Outfitters Supports Yes Day Beauty's Us Debut
Urban Outfitters has deepened its investment in the beauty category with the exclusive U.S. brick-and-mortar launch of Yes Day Beauty — an emerging skincare brand founded by 14-year-old... MORE
Inflight K-Beauty Retail
Inflight K-Beauty Retail
EasyJet Launches an Exclusive Korean Skincare Box Onboard
Inflight K-beauty retail is redefining airline retail by turning onboard shopping into a curated beauty discovery experience. easyJet has partnered with Luneia Brands to launch an exclusive... MORE
British Clinical Skincare Expansions
British Clinical Skincare Expansions
Medik8 is Now Available in Sephora North America
British clinical skincare brand Medik8 has announced a significant expansion of its North American presence through a partnership with Sephora, with products becoming available on the retailer's... MORE
Specialist AI Beauty Platforms
Specialist AI Beauty Platforms
Renude Launches Its White-Label AI Consultation Plug-In
Renude introduced a white-label AI platform that delivers specialist beauty consultations for brands and retailers, featuring an intelligence engine trained on dermatology, formulation chemistry... MORE
Snack Meals
Portable savory formats are being repositioned as small meal-like eating occasions

Trend - CPG brands are formulating savory snacks with meal-like attributes, positioning them as sustaining mini-meals. Rather than providing short-term satisfaction between eating occasions, snack meals deliver balanced macros and heartier satiety, rivaling the nutritional weight and qualities once reserved for sit-down breakfasts, lunches, or dinners.

Workshop Question - How could your brand turn an on-the-go purchase into something consumers see as credible fuel rather than a compromise?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Plant-Based Protein Bean Snacks
Plant-Based Protein Bean Snacks
Zenko Roasted Edamame Beans Come in Four Nutrient-Dense Flavors
Protein-driven snacks and foods might have surged in popularity but are coming into question when it comes to their formulation, which is something the Zenko Roasted Edamame Beans take into... MORE
Crispy Protein-Packed Meat Chips
Crispy Protein-Packed Meat Chips
The Mad Butcher Serrano Chips Have Two Ingredients
The Mad Butcher Serrano Chips are a snack product that takes protein demand to heart with its meat-based formulation that offers consumers an alternative to potato chips and meat snacks. The... MORE
Healthy Lifestyle Snack Products
Healthy Lifestyle Snack Products
Catalina Crunch Snack Size Packs Come in Four Varieties
Healthy eating, snacking culture and convenience are converging with the new Catalina Crunch Snack Size products that tap into the brand's best-selling product varieties to encourage consumers to... MORE
Refueling Jerky Snacks
Refueling Jerky Snacks
Prime Cuts Beef Jerky Speaks to "The Protein Commuter"
GLP-1 medications are reshaping how appetite-suppressed shoppers snack, and Prime Cuts Beef Jerky recognizes that people are picking up products in convenience stores with intention rather than... MORE
Packaged Mixology
Drink makers are turning cocktails into portable formats across all use cases

Trend - Cocktail brands are moving beyond standard spirit bottles into ready-made serves that package flavor, format, and occasion together. This shift makes the product feel closer to a complete drinking experience than a base ingredient. Packaging is becoming part of the proposition, with formats designed for convenience, portability, or group use.

Workshop Question - How could your brand use format and packaging to make convenience feel more intentional and premium?
8.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Pre-Game Cocktail Bags
Pre-Game Cocktail Bags
3 Brothers Liquor Sells Cocktails in a Bag for Pre-Event Consumption
3 Brothers Liquor, a San Diego-based alcohol store, sells a variety of whiskeys, tequilas, and other alcoholic products. The company has also become one of many North American shops offering the... MORE
Ready-to-Drink Boba Cocktails
Ready-to-Drink Boba Cocktails
Boba POPS' Pop & Go Features Patented, Alcohol-Filled Popping Pearls
Boba POPS' Pop & Go is a new line of 8% ABV cocktails packaged in single-serve punch-through cups with a collapsible straw, offering a convenient and fun way for adults to experience the brand's... MORE
Premium Zero-Alcohol Cocktails
Premium Zero-Alcohol Cocktails
EVEN's 0% Alcohol Cocktails Streamline Behind-The-Bar Operations
Whether they're going out for dinner, seeing a sporting event or staying at a hotel, consumers want well-considered zero-proof options and operators and bartenders need quality options that can be... MORE
Wine-Based RTD Cocktails
Wine-Based RTD Cocktails
SqueakyWheel's Debut Trio is Crafted with All-Natural Ingredients
Many ready-to-drink cocktail consumers are wary of not knowing what's actually in their can, so SqueakyWheel was born to share wine-based RTD cocktails without artificial sweeteners, flavors, or... MORE
AI Dispensary
Cannabis Dispensaries are Leaning on AI Tools to Improve Operations
Trend - Cannabis dispensaries are integrating AI systems into retail operations to automate compliance tasks, forecast inventory needs, personalize product recommendations and improve staffing efficiency. These tools reduce operational friction, support regulatory accuracy and drive higher margins.
Workshop Question - How might we leverage AI technology to streamline operations and enhance customer experiences in innovative ways within our industry?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
AI-Connecting Cannabis Retail Tools
AI-Connecting Cannabis Retail Tools
Flowhub MCP Connects Dispensaries to Popular AI Tools
Flowhub, a regulated commerce platform for cannabis retailers, has launched Flowhub MCP, a connector built on the open Model Context Protocol standard that allows dispensary operators to connect... MORE
Comprehensive AI-Powered Retail Services
Comprehensive AI-Powered Retail Services
Dutchie Consumer AI Boasts Four Tech-Driven Features
Dutchie has introduced a suite of four artificial intelligence products collectively called Dutchie Consumer AI. This retail-focused service integrates voice, online, in-store, and reputation... MORE
Cannabis Dispensary-Focused AI Tools
Cannabis Dispensary-Focused AI Tools
IndicaOnline Debuts IndicaOnline AI to Streamline Operations
IndicaOnline has launched IndicaOnline AI — a data analytics and automation layer for cannabis dispensaries that uses the open Model Context Protocol to allow operators to query their... MORE
Controlled Cannabis Experiences
Controlled Cannabis Experiences
Go Brands expands its light cannabis portfolio
Go Brands is expanding its lineup of light cannabis products with new pre-rolls and cannabinoid-infused edibles designed to support more controlled consumption. The Canadian company is positioning... MORE
Agentic Shopping
Current capabilities of AI allow shoppers to offload decision making
Trend - As AI shifts from simply generative to agentic, shoppers are able to offload the mental labor of decision making to the technology. This goes beyond simply automating the transaction and into allowing artificial intelligence to make decisions.
Workshop Question - How can your brand leverage AI's agentic capabilities to balance convenience and autonomy in the consumer decision-making process?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Conversational Shopping Apps
Conversational Shopping Apps
The Klarna Shopping Search App in ChatGPT Streamlines Discovery
Shoppers are turning to AI for purchasing guidance and to solve frustratingly fragmented experiences, the Klarna Shopping Search app in ChatGPT launched to weave product discovery straight into the... MORE
AI-Powered Shoppable Experiences
AI-Powered Shoppable Experiences
ASOS Launches Thire ASOS Stylist With ChatGPT Integration
ASOS launched ASOS Stylist, an AI-powered shopping experience that brings the retailer’s product catalogue and video content directly into ChatGPT. Built with Bambuser’s Intelligence Layer, the... MORE
AI-Powered Shopping Ecosystems
AI-Powered Shopping Ecosystems
Wayfair Partnered With Google on AI Commerce Infrastructure
Wayfair’s partnership with Google highlights how AI-powered shopping is becoming more integrated into the consumer search journey. By helping develop Google’s Universal Commerce Protocol,... MORE
Home Furnishing Shopping Assistants
Home Furnishing Shopping Assistants
Ask Cleo Recommends Products Based on Shopper Descriptions
Lightopia, a leading online destination for luxury lighting and home décor, announced a new way for shoppers to find the right solutions for their needs with Ask Cleo, an AI-powered conversational... 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?
6.1
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?
5.4
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?
6.4
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