In this cross-category report, we turn the spotlight on one of 2018’s strongest growing ingredient trends – Cannabidiol (CBD).
Here you’ll discover our insights into the CBD conversation, specifically how it’s growing and shifting across four categories: Beverages, Alcohol, Snacking and Personal Care. We also share our methodologies and some emerging CBD-like ingredient trends that may be interesting for your category.
Our mission is to accurately predict and anticipate changes in consumer behaviour so that our customers can stay ahead of the curve, make better strategic decisions and launch more successful new product innovations to market. To achieve this we work closely with social media platforms and data providers to unlock the power within their data. Every day millions of us publicly share our opinions, motivations, needs and ideas online. We apply AI and Machine Learning technology to transform this ocean of unstructured text into best-in-class strategic consumer intelligence and trend predictions. This mission has led to us collaborating with the team at Twitter for a number of years to co-develop new use-cases and applications for their data in the field of consumer insights and new product innovation. So, it was with great pride that earlier this week Black Swan Data was announced and recognised by Twitter as the newest member of their Official Partner Program. The Official Partner badge is awarded to a handful of select companies recognised for excellence in the application of Twitter’s data. To achieve the badge we were evaluated as meeting the highest standards of performance across a number of areas including the quality of our products and services. The badge is a huge external endorsement and it tells our customers what they can expect when working with Black Swan Data: Guaranteed Excellence – Official Partners are best-in-breed solutions, selected after demonstrating high customer satisfaction and an extensive evaluation. Partners are continuously reviewed to ensure great experiences across all facets of their business. Innovation – Official Partners receive unparalleled access to Twitter data to provide dependable solutions and build ground breaking products. Access – Twitter Official Partners receive early access to information, betas, and cross-functional support teams to ensure their success. “Black Swan’s Trendscope platform enables brands to identify, prioritise and predict which emerging consumer trends they should be actioning in their future product innovation strategy. We’ve admired their capabilities for several years now and seen the impact they can deliver to clients first-hand. So, it’s with great excitement that we’re announcing Black Swan Data as the newest member of the Twitter Official Partner Program that recognises businesses who are best-in-class at applying Twitter’s data.” Lauren Jenkins, Head of the Twitter Official Partner Program I’m absolutely thrilled to be announcing this news and would like to personally thank Twitter for their ongoing partnership and support, as well as all our ‘Swans’ for their hard work and excellence. Inch by inch, yard by yard, mile by mile we are transforming the market research industry and this is another […]
Consumers’ non-alcoholic beverage choices and preferences are evolving. 2020 was ripe for embracing the low- and no-alcohol trends, and consumers’ thirst for non-alcoholic beverages have continued to increase with attitudes towards moderation and balance becoming salient. Using our US Non-Alcoholic Beverages dataset, we’ve taken a deep dive into three major shifts that are occurring within the category; Breaking Monotony, Enhance The Natural and Functional Health. Utilising over 68 million, recent unprompted social and online conversations, we believe these are the trends that should be guiding your marketing and innovation strategy in 2022+. Trend prediction quickly explained You’ll see we’ve used our Trend Prediction Value (TPV) to rank the trends below. TPV is a scientific metric that ranks the thousands of conversation trends we’re continuously tracking by their future growth potential. Put simply, the higher the TPV ranking, the higher certainty that this trend will be growing in consumer conversation in 6-18 months. It enables brands to spot future growth opportunities earlier, and use a scientific measure to prioritise which trends to action in their innovation and marketing strategies. You can find out more about TPV and our Social Prediction tool, Trendscope here. Breaking Monotony As many of us slowly ease out of covid restrictions, consumers are turning to new flavours and ingredients, hoping to regain some of the excitement and diversity that’s been missed over the past 18 months. Specifically, seasonal and international flavours are stimulating consumer’s interest, as they choose beverages that can break the humdrum of daily life and repetitive routine. Where to focus Crafting an Experience Customers are no longer consuming beverages as a means to an end. They are searching for products that can boost moods and create new experiences to share and remember. Drinks that can distinguish themselves from traditional formats and flavours, such as THC Drink (TPV #5) or Vietnamese Iced Coffee (TPV #59), will pique customer’s interest. Flavour and Format Experimentation With 21% of consumers showing greater interest in international flavours, brands should be prepared to innovate with rich and unique ingredients. New products such as Nimbu Pani (Indian Lemonade) (TPV #918) are gaining traction in the category whilst formats like Sparkling Lemonade (TPV #53) or techniques such as Cold Infusion (TPV #253) become increasingly popular. Enhance The Natural Consumers want to know exactly what is in their drink. Increased concerns around artificial additives and general sugar levels are driving this space as consumers become more knowledgeable and aware of a product’s ingredients. Where to focus Sugar and Unwanted Additives Consumers want to […]
Covid has undoubtedly shifted consumer’s cleaning habits and priorities. Although many of us are slowly easing out of the pandemic, and may feel ‘normality’ returning, the last 18 months has permanently elevated the importance of hygiene in the home, and consequently, purchasing behaviour.
In a fast-changing marketplace, how do you understand the future growth opportunities of your category?
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