Trendincite LLC has been observing trends for the last two decades. After reviewing dozens of trends, we landed on pet products, men’s grooming, and better-for-you-deodorant as three popular trends to watch. Pet products continue to follow human trends, men’s grooming products are booming, and better-for-you deodorant is evolving. See the latest activity.
1) PET PRODUCTS FOLLOW HUMAN TRENDS
It’s no secret that pets are like children and pet products continue to reflect human lifestyle trends. From plant-based pet food to fine dining, pets are living in the lap of luxury. Pet parents look for ways to optimize their pets’ health and wellness and turn to plant-based and human-grade pet food. According to Future Market Insights, in 2023, the vegan dog food market was estimated to be worth $13.58 billion and is anticipated to reach $26.35 billion by 2033, growing at a CAGR of 7%. For example, Petaluma launched its first senior dog food formula because “just as humans benefit from a diet optimized to their age and lifestyle, the same goes for our pets.” The Baked Pumpkin and Peanut Butter dog food is formulated with functional ingredients such as peanut butter, applesauce, odor-fighting herbs, DHA omega-3 from algae oil, curcumin extract from turmeric, dietary fiber from pumpkin, and plant-based glucosamine.
Fine dining is not just for pet owners but for their pets. Founded by Rahmi Massarweh, a professional chef trained in classical French cuisine, Dogue “is on a mission to change the lives of as many dogs by feeding fresh, seasonal, quality whole food one meal at a time.” San Francisco-based Dogue offers a bespoke meal plan program, a Pawtisserie and the Bone Appétit Café. The Pawtisserie crafts a selection of pastries designed just for dogs while the Bone Appétit Café offers a three-course $75 tasting menu for dogs on Sundays. On August 7-8, 2023, in honor of International Cat Day, Fancy Feast and Andrew Rea, YouTube “Binging with Babish” chef, collaborated on a two-day Fête du Feline celebration in New York City’s Madison Square Park. The Fête du Feline Grand Tasting was created for humans and showcased the flavors of Fancy Feast. The exclusive menu was designed by Fancy Feast’s in-house chef Amanda Hassner and Andrew Rea and featured Savory Basil Lemonade, Braised Beef Panzanella, and Paté With Gravy.
Continue to watch as pet foods and services following human trends drive new pet products.
2) MEN’S GROOMING PRODUCTS CONTINUE TO BOOM
The men’s grooming market has been booming and is inspired by many of the targeted products marketed to women. According to Mintel, in 2022, the U.S. men’s personal care market grew by 10.7% vs. 2021 to total $5.5 billion in retail sales. Sales of men’s prestige skin care accelerated by 23% in 2022 to reach $190.1 million, according to Circana. Men are using a variety of products including face, beard, shave, body, hair care, cosmetics, and nail polish. According to a September 2022 Benchmark Company study of 800 U.S. men ages 18+, the top 5 product types bought in the past 6 months were:
- 64% of men buy facial skin care
- 77% buy body skin care
- 73% buy hair care products
- 76% buy general + shaving products
- 13% buy color cosmetics
From melanin-rich skin care to eco-friendly products to men’s makeup, men’s products abound. For example, Bath & Body Works is growing its men’s line with new skincare and beard products. The line includes Daily Face Wash, Exfoliating Face Wash, Daily Face Lotion, Hydrating Face Cream, Beard & Face Wash, Beard Oil, and Beard & Scruff Cream. John Legend teamed up with A-Frame to launch Loved01, his own skincare line that caters to melanin-rich skin. Loved01 features a Face and Body Wash, Moisturizer, Shaving Cream, Toning Mist, and an Exfoliating Cleanser. The line features plant-based formulas with a proprietary blend of Sea Buckthorn and Rosehip oils for hydration and protection. Beard Guyz launched a Rinse Free Refresh Foam that is formulated with biotin and collagen and uses a proprietary technology “that refreshes, cleanses and moisturizes both your beard and your face while removing trapped odors from throughout the day without the use of water.” In Japan, Kao Corporation introduced Unlics, a cosmetics brand for Gen Z men. Unlics is a portmanteau of “unlimited” and CS (an abbreviation of curiosity). The range includes Impress Color Wear (a clarifying makeup in four shades), Aqua Hug Water (lotion with hyaluronic acid, soymilk ferment solution, and watercress extract), Melti Crush Wash (face cleaning gel), five beauty serums that embrace the skin without feeling sticky or clogged, and Hogfog Mask (reusable face towel mask).
Keep your eyes peeled as new men’s products that move beyond shaving continue to launch.
3) DEODORANT EVOLVES
Over the last decade, deodorant has been evolving. Deodorant formulas have been improving with effective, better-for-you ingredients and sustainable packaging. According to Fortune Business Insights, the global deodorant market size was valued at $25.16 billion in 2023 and is projected to grow to $37.44 billion by 2030. According to NielsenIQ, the rise in “natural” brands is one of the biggest trends in the deodorant category. In dollar sales, the winning attributes for deodorant include:
- Vegan +18.4%
- Aluminum free +25.2%
- Cruelty free +31.7%
Aluminum free deodorants in stick, spray, and roller ball formats continue to launch as consumers demand cleaner, better-for-you, and effective products. For example, Saltair launched Serum Deodorants that are made with a multi-acid blend of mandelic, lactic, and polyhydroxy acids to combat odor and brighten discoloration. The roller-ball deodorant is offered in Fragrance-Free, Pink Beach, and Santal Bloom variants. Native dropped a Deodorant & Body Spray line powered by an ozone-friendly natural propellant. The “stain-free” fine nitrogen-powered mist is paraben free and aluminum free. The deodorant spray doubles as an all over fragrance spray and comes in six scents: Coconut & Vanilla, Cucumber & Mint, Eucalyptus & Mint, Lilac & White Tea, Sea Salt & Cedar, and Sweet Peach & Nectar. Dove unveiled 0% Aluminum Deodorant Sticks formulated with zinc neodecanoate. The deodorant sticks are available in four scents: Lavender & Vanilla, Pomegranate & Lemon Verbena, Rose Petals, and Shea Butter. The Dry Spray formulations include Coconut & Pink Jasmine, Cucumber & Green Tea, Lavender & Vanilla, Pomegranate & Lemon Verbena, Rose Petals, and Shea Butter scents. In honor of Father’s Day, Fussy, the refillable deodorant brand collaborated with craft beer maker BrewDog. The Fussy x BrewDog Beer-odorant is a Punk IPA inspired natural deodorant with notes of hops, pineapple, and grapefruit. The roll-on is vegan and cruelty free and housed in a plastic-free compostable refillable package.
Look for cleaner and better-for-you deodorant formulas that are aluminum free yet effective to meet consumer demands.
Pet products, men’s grooming, and better-for-you-deodorant are three popular trends that are evolving. Continue to watch these categories as new products launch.