41 Trends Identified and Analyzed
A proprietary framework based on cultural forces behind trends
Unique market perspective
What innovators are doing & what consumers are demanding
Recent Consumer Survey Data
Two 1,000 consumer samples from Q2 2023
CPG Market Manifestations
Inspiring examples of brands putting the trends into practice
Analysis conducted across these top trends + many more
Research Methodology
This report is based on the NEXT Trend Prioritization
Tool, a data model synthesizing two major forward looking inputs with 10 metrics to compare the
marketplace momentum of 41 trends against each
other.
Metrics are derived from a survey fielded April
2023, which combines traditional survey and prediction
market methods and includes a nationally representative
sample of 1,000 U.S. consumers aged 18–75 using
census-based quota targets for age, income, gender
and geographic region
It also include the NEXT Trend Guidebook,
which reviewed thousands of exhibitors at Expo
West 2023 versus Expo West 2022 to identify the
volume of brands demonstrating fresh innovation and
positionings within the 41 trends tracked.
Supporting
data also includes a convenience sample survey of 1,000
consumers directionally representative of the U.S. adult
population, aged 18–65, to measure attitudes and
perceptions of trends.
Table of Contents
Click through each tab for an overview of each chapter and its data charts and survey results.
Download the Table of ContentsExecutive Overview
Meeting consumer needs
Cultural force: Modern Life
Cultural force: Holistic Health and Wellbeing
Cultural force: Purpose-driven Commerce
Innovation-led trends
Appendix
Acknowledgements and definitions
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