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DASHBOARD RESEARCH KEYNOTES EVENTS
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

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?
8.4
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
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?
7.5
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
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?
8.4
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?
7.8
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?
7.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
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
Climate-Awareness Yogurt Labels
Climate-Awareness Yogurt Labels
Oatly Unveils New Climate Footprint Labels on its Packaging
Oatly takes a transparent marketing approach with new climate footprint labels that are seen printed on its Oatgurt cup packaging. Consumers will be able to know their nutritional values and how... MORE
Fragrance Exploration
Perfume kits are used to invite selective consumers to explore new scents
Trend - Luxury brands are creating fragrance sample kits that allow consumers to explore a variety of scents before committing to a full-size bottle. These kits deliver a curated and exclusive fragrance experience, allowing shoppers to explore different scents and find ones that suit their style and mood.
Workshop Question - How can your business personalize its browsing experience to resonate with consumers who prioritize curated products?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Globally Influenced Perfume Books
Globally Influenced Perfume Books
A Perfume Atlas is Curated by LV and Jacques Cavallier Belltrud
Louis Vuitton presents a look at its latest coffee table book developed with the help of Jacques Cavallier Belletrud—a Perfume Atlas is much more than it appears to be. It is a 380-page volume... MORE
Perfume-Scented Candle Kits
Perfume-Scented Candle Kits
The Le Labo Discovery Candle Set Offers Samples of Classics
The Le Labo Discovery Candle Set is a gifting-ready product perfect for those who have a penchant for high-end fragrances or home aromatics. The set includes three of the brand’s signature... MORE
DIY Soy Candle Sets
DIY Soy Candle Sets
Creative QT Candles Boasts a Comprehensive Candle-Making Kit
Creative QT Candles boasts a comprehensive DIY soy candle kit that will delight consumers who’d like to explore and try their hand at candle craftsmanship. This accessible set makes for an... MORE
Luxury Fragrance Discovery Sets
Luxury Fragrance Discovery Sets
The Thomson Carter Discovery Set Includes Three Scents
The Thomson Carter Discovery Set is the perfect solution for consumers looking to find their next favorite scent without having to commit to a large bottle. The set comes with three 10ml versions of... MORE
Affordable Natural Fragrance Sets
Affordable Natural Fragrance Sets
AromaPassions' Discovery Sets Feature All-Natural Dupe Perfumes
AromaPassions, one of the largest natural perfume distributors in North America, dropped a 15-piece natural fragrance discovery kit that features “dupe” perfumes for just $29. The... MORE
Embedded Lending
Tech companies enhance their offerings with Buy Now, Pay Later financial services
Trend - Embedded lending is reshaping financial services by allowing non-financial companies to offer loans and financing, such as Buy Now, Pay Later (BNPL) options exemplified by Apple Pay Later. This trend extends beyond consumer finance into the B2B realm, providing small and medium-sized businesses with faster access to capital through various funding methods like merchant cash advances and revenue-based financing.
Workshop Question - How can your brand leverage embedded lending to enhance customer experiences and create new revenue streams through tailored financial solutions?
3.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
BNPL Shopping Subscriptions
BNPL Shopping Subscriptions
Klarna Adds a Subscription Plan for Frequent Shoppers
Klarna, the leading buy now, pay later provider, is launching its new subscription service across the U.S., priced at $7.99 per month, marking a significant move after a successful pilot phase.... MORE
BNPL Bank Programs
BNPL Bank Programs
Marqeta and Credi2 Collaborate to Enhance the Banks' Payment Capabilities
Marqeta has partnered strategically with Credi2 to offer an end-to-end installment platform tailored for banks. This collaboration addresses the increasing consumer demand for flexible and seamless... MORE
Affordable BNPL Programs
Affordable BNPL Programs
Apple Introduces the Apple Pay Later Program to US Market
Apple’s buy-now, pay-later (BNPL) solution, Apple Pay Later, is now available in the US markets. With the help of the new offering, customers will be able to make four interest- and fee-free... MORE
BNPL-Enabled Home Retailers
BNPL-Enabled Home Retailers
At Home Debuts the Buy-Now-Pay-Later Program for Qualifying Purchases
At Home is a home decor store and a valuable resource for consumers looking to decorate or furnish their space. As the result of a new initiative, the brand is launching a new buy-now-pay-later... MORE
ADHD Support
Virtual Platforms are Offering Convenient Access to ADHD Treatment and Support
Trend - Brands are launching virtual platforms designed to help workers with ADHD focus while working remotely. These platforms remove distractions, reward focused work, and use neuroscientist-backed methods to increase focus, all while being affordable and working around workers' busy schedules.
Workshop Question - How could your brand launch new products or services designed with remote work environments in mind?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
OTC Digital ADHD Treatments
OTC Digital ADHD Treatments
Akili Introduces OTC Digital ADHD Treatment for Android Users
Akili has unveiled its over-the-counter (OTC) EndeavorOTC digital ADHD treatment, now accessible on Android devices via the Google Play market. This move aligns with Akili’s recent transition... MORE
ADHD-Friendly Browsers
ADHD-Friendly Browsers
Sidekick is a New Browser that Functions like a Wellness App
The new Sidekick browser is designed to be free is distractions and operates quickly, described as “a lightning-fast browser that works as an operating system and feels like a wellness app.”... MORE
Youth-Focused Therapist Networks
Youth-Focused Therapist Networks
'Zencare' Connects Patients with Vetted Therapists Without Hassle
Zencare is a platform that connects people with vetted therapists and psychiatrists who offer in-person or online sessions. Users can browse videos, check availability, and book free calls with... MORE
Productivity-Enhancing Focus Sessions
Productivity-Enhancing Focus Sessions
SoulCycle Partners with Deep Work Platform FLOWN
Daily focus sessions may be beneficial to some consumers who are struggling with staying productive during their fast-paced work day. Recognizing this need, the leading lifestyle brand SoulCycle... MORE
Informed Restaurant
Restaurants are using AI forecasting tools to determine future menu items
Trend - Restaurants are using artificial intelligence (AI) analytics and forecasting tools to determine demand for each menu item. These tools use restaurant-specific and market-wide data to determine future-facing consumer interests, helping determine menu item creation and sales numbers.
Workshop Question - How could your company leverage its data with AI to improve its existing and upcoming services?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
play_circle_filledAI-Driven Beverage Menus
AI-Driven Beverage Menus
Botrista Leverages AI & Machine Learning to Create Drink Menus
Botrista’s BotristaPro drink machine responds to the increasing global demand for quality drinks crafted with innovative flavor profiles and enables restaurants to effortlessly serve thousands... MORE
AI-Generated Food Concepts
AI-Generated Food Concepts
PepsiCo's 'Off the Eaten Path' Fulfills Unrealized Consumer Needs
In an effort to develop new products that, unbeknownst to consumers, they desire, PepsiCo leveraged AI and data analytics “to uncover what people are eating and why.” Through the use of... MORE
AI-Powered Foodservice Tools
AI-Powered Foodservice Tools
Datassential’s Menucast Predicts the Future of Food & Flavor
Datassential’s Menucast is an AI-powered tool that uses food and beverage industry data to help bring products to life faster. The artificial intelligence tool helps with sparking inspiration,... MORE
Food-Focused GenAI Tools
Food-Focused GenAI Tools
FoodGPT is a Generative AI Tool for Food and Beverage Development
Ai Palette empowers CPG companies with artificial intelligence and machine learning and FoodGPT is an innovation that’s poised to support the future of food and beverage development. This... MORE
Restaurant Demand Forecasting Tools
Restaurant Demand Forecasting Tools
'Lineup.ai' Uses Market Data to Predict Restaurant Demand
‘Lineup AI’ is a new artificial intelligence (AI)-powered demand forecasting tool designed for the restaurant industry. This tool works by analyzing both restaurant-specific and market-... MORE
Driven Loyalty
Brands are using social activism to drive consumer loyalty programs
Trend - Brands are integrating activism and charitable actions directly into business models and consumer loyalty programs. This helps consumers directly influence the amount of charitability from a business, making activist consumers more likely to frequently engage in these brands over others.
Workshop Question - How can your brand integrate activism and charitable actions into your consumer loyalty program to drive customer loyalty and differentiate from competitors?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Community-Supporting Business Models
Community-Supporting Business Models
Ben & Jerry's' 'Linked Prosperity' Model Drives Positivity
Ben & Jerry’s is a world-renowned ice cream manufacturer with a multifaceted approach to social good and activism through its ‘Linked Prosperity’ business model and its ‘... MORE
Women-Supporting Clothing Brands
Women-Supporting Clothing Brands
'Sozy' Aims to Support Women and Victims of Violence
Sozy is a clothing brand that aims to empower women with soft and comfortable clothing while also supporting women who are victims of violence. The brand was founded by Lanai Moliterno, who wanted... MORE
Community-Driven Clothing Companies
Community-Driven Clothing Companies
'Bombas' Makes a Donation for Each Item Purchased
‘Bombas,’ the New York-based company most known as a sustainable and charitable sock brand, is now a full-fledged retailer of socks, t-shirts, underwear, and other garments. The company... MORE
Indigenous-Supporting Cosmetics Brands
Indigenous-Supporting Cosmetics Brands
Cheekbone Beauty Drives its Loyalty Program with Good Deeds
Cheekbone Beauty, a St. Catherines, Ontario-based cosmetics brand known for its high-quality, cruelty-free products, has a unique way of driving customer loyalty for its brand. In addition to using... MORE