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Aujourd’hui, c’est à l’industrie alimentaire que nous nous intéressons, à travers une analyse des tendances que nous avons vues à l’œuvre depuis quelque temps. Nous évoquons dans cet épisode les grands changements de comportements des gens en matière d’alimentation mais aussi les nouvelles attentes vis-à-vis de l’industrie alimentaire (santé, respect de l’environnement ou éthique).
Niche consumers are starting to generate interest in homemade plant-based “milks” that blend water, nuts, or grains of their choice with a hint of salt. This is another major sign that plant-based beverages are going mainstream.
They appreciate the texture, consistency and being able to personalize the taste by mixing several types of nuts for instance. Most people underline how easy, cheap, and fun it is to make. Eco-conscious minds are particularly quick to adopt this trend as it can be rebranded as a zero waste alternative: purchasing ingredients in bulk and reusing the pulp leftovers (also known as okara) for other dishes or drying them to be reused in pastries.
Perceived as healthy products, plant-based beverages have become increasingly popular amongst the general public, beyond niche targets of people with lactose intolerances or specific diets.
Surprisingly, neither beginners nor long-time consumers emphasize this aspect but rather focus on taste and experience. Almond and hazelnut milk are particularly appreciated for adding a twist to classic recipes and making it a more enjoyable experience. Tweaking food or drink recipes for that extra edge seduces the mainstream market.
Whether people consume plant-based beverages due to allergies or lifestyle choices, they want to enjoy the same dishes and drinks as people with more regular lifestyles. They appreciate that plant-based milk is an easy alternative to cow’s milk, simple to add to recipes in the suggested amounts. Consumers praise soy, rice and especially oat milk for their neutral taste. This way, they can enjoy the same taste as the original recipe without compromising on their values.
In France, during the quarantine, we had observed two opposing attitudes towards perfume: some people used perfume as a powerful self-care tool to preserve mental health and others dropped the use of perfume altogether. People in the latter category now express their joy at having a reason to use perfume again as they are able to go out and regain a social life.
It seems that wearing perfume is a milestone in the return to a ‘normal life’. It will be interesting to apprehend how the Covid-19 crisis could affect the category. The acceleration of sustainability concerns, the rise of aromachology and the in-store experience – they all could represent some of the challenges for perfume brands and retailers, following the crisis.
Dans ce quatrième épisode de Vibrations by Dynvibe, nous nous sommes penchés sur la question de l’influence. Mais pourquoi maintenant ? Parce que nous constatons depuis quelque temps déjà une modification profonde de la définition de l’influence, que cette période de confinement n’a fait que renforcer.
Nous évoquons dans cet épisode les notions de personnification de marque, d'engagement et d'empathie, car il est aujourd'hui devenu essentiel d'incarner sa marque, la rendre humaine, être ce que l'on nomme chez Dynvibe une "living brand".
Wearing a mask is in opposition to many beauty routines, especially when it comes to makeup. As recently seen in Korea, many French users are also dropping the use of their foundation and replacing it with more suitable products such as tinted moisturizers or BB creams. Many explain that it’s better to opt for a minimal complexion routine and focus instead on highlighting eyes.
Foundation will probably be the next big category that will need to reinvent itself. With rising trends such as self-acceptance and blurring boundaries between skincare & makeup, the category was already increasingly challenged in Western and Asian countries even before the Covid-19 crisis. More frequent use of masks or new habits adopted during the crisis, will only accelerate this shift.
Companies too are endorsing the concept of sharing and have gone the extra mile by sharing their most valuable asset: their know-how.
Under the “All together beer” project, the Other Half brewing company based in NYC, has now collaborated with over 850 breweries from 53 different countries. They released an “open-source” beer recipe for brewers worldwide to follow and play around with. The aim is to donate part of the profit in aid of the local hospitality industry and the rest to help craft breweries survive these unprecedented times.
With more than 9K Instagram posts under the #alltogetherbeer hashtag in two months, the initiative has caught consumers’ attention worldwide while teaching them a new way of experiencing beer. It is the perfect example of how companies can become “living brands” in touch with people’s lifestyles.
During the lockdown, many French women took advantage of this extra free time to deepen healthy eating habits. Also, with people stuck at home, more meals were shared together as a family than usual. Cooking together also became a popular fun activity to keep the kids entertained. Many moms expressed how proud they were to instill their dietary values and knowledge in their children and to teach them that healthy food can rhyme with great taste and fun.
The past years have shown us that when people choose healthier and more sustainable habits – through small progressive changes – they initiate a virtuous cycle that leads them to keep bettering themselves, one step at a time.
During lockdown, family time obviously prevailed.
In many French households, families would indulge in afternoon snacking. They would either bake or buy XXL treats like giant cookies, pancakes or macaroons, and the family would enjoy a moment of true “gourmandise” together.
The same was observed of savory recipes for dinner. Now that the lockdown is over, and there is less time for home-cooking, parents would surely appreciate re-creating those special moments with “ready-to-eat” giant recipes.
With the rising zero-waste trend, this could have a positive impact on the challenges already faced by the individual snacks category and offer brands that extra motivation to re-master their star products in an XXL version!
In the US, the daily use of make-up is often seen as a therapeutic tool for mood boosting. American women associate skincare with self-care and invest in products or new routines for that specific purpose. This behavior really contrasts with what we observe in France or in Asia, where people mostly highlight the functional benefits they seek (hydration, matte finish…) to solve their skin issues (irritations, transfer…).
American women are developing a pronounced emotional connection with beauty products - a need that goes beyond mere functional benefits. Brands have an opportunity to focus their communication around emotional narratives to speak the same language as their consumers.
In France, many people have taken the lockdown period as an opportunity to start investing time for skin and hair care. They have expressed their desire to change their habits and keep purchasing more natural beauty products.
It will be especially interesting to follow consumer behavior in hair care: while the awareness of some controversial ingredients was already quite high (parabens, sulfates, silicones), they were still more or less tolerated among the general public. Now could be an opportune time for mainstream hair care brands to make natural alternatives more accessible. This could win over consumers before they turn to niche brands that have adapted faster to this shift.
In France, consumers link the scent of disinfectants to effectiveness and in turn, to feeling more secure. However, when it comes to disinfecting their hands, French consumers prioritize scent for a different reason. Efficiency in hand sanitizers remains a key factor, but consumers also look for fun, color and especially a good fragrance.
Sensory stimulation – in particular scents - seem very important to consumers in both categories of disinfectant. On the one hand, consumers are searching for reassuring and efficient scents for home cleaning products (such as bleach or alcohol), while on the other hand, fruity and flowery perfume-like scents for hand sanitizers are in demand. In both cases there are opportunities to invoke emotions and offer different experiences, by redefining scents.
La peur, le sentiment de découragement mais aussi la gratitude se sont exprimés face à cette réalité nouvelle que nous vivons depuis quelques mois et qui a bouleversé tous nos repères du jour au lendemain. Nous avons tenté de comprendre comment ces trois grandes familles d’émotions vont impacter durablement les comportements des gens et la manière dont les marques doivent s’adapter.
During lockdown, many women stopped wearing make-up, bras, high heels or shaving. They highlight their hope that quarantine will provoke a “wake-up call” on a larger scale.
Self-acceptance and female empowerment are clearly not new trends in the US. However, it is very likely that the pandemic will magnify these sentiments on a wider scale. When it comes to make-up in particular, chances are high that “natural” looks will continue to gain ground among a larger audience. These could include a makeup-free or lighter make-up look, with only mascara for instance.
Brands have many opportunities there, again, to re-invent their narratives, adjust their product claims, enlarge their portfolio with products enabling natural looks or by providing make-up basics.
Most makeup addicts still insist on wearing a full face of makeup despite the use of masks.
For those who still choose to wear foundation, they find it impossible to maintain the ‘glowy’ finish that most Koreans love, under a mask. Now, they appear to be opting for semi-matte/matte foundation. They find this works well for allowing the makeup to stay on all day.
Frequent mask use will almost inevitably lead to shifts in beauty trends, even those that were well rooted in users’ routines. This will also have an impact on products used. It will be very important to track how trends evolve, to be able to adapt quickly and capitalize on the right products at the right time.
For consumers who opt for reusable masks, washing them once a day is extremely time-consuming. French people also share their disappointment about having to purchase additional reusable masks faster than expected. For them this defeats the purpose of a reusable mask and represents economic and ecologic headache.
Although the regulations for masks will evolve, there is a chance that during flu season, consumers will spontaneously resort to their masks in order to protect themselves and others.
If reusable masks stay visible in the marketplace, there will be compelling opportunities for solutions that facilitate the upkeep of reusable masks. These could include disinfectant detergents for ‘cold’ water or disinfectant sprays, amongst others, that negate the necessity of a daily wash.
Today, nationwide, many people use hand sanitizers several times a day in order to be protected and to protect others. People use moisturizers in order to counter-balance the reactions the products generate. With hand sanitizers becoming commonplace, it is likely that hand care products will follow in the steps of skincare.
In Western countries and in Asia, calming skincare products are already in high demand and conversations on the topic are increasingly buzzing on social media. Hand care products could include the ingredients that consumers already associate with soothing or hydrating effects for skincare (centella asiatica, squalane, aloe vera), thus drawing on existing consumer expertise.
The popularity of the Tiktok platform has seen enormous growth recently, especially during the lockdown period. We observe that in both France and the US, consumers have experimented with the different beauty hacks posted on Tiktok. These include the purple shampoo challenge, the ‘Nesquik freckles’ and also a large numbers of skincare tutorials.
The chances are high that Tiktok will become an influential beauty space to showcase experiments and share new beauty techniques, as well as enable people to develop their expertise.
Brands could benefit from investigating this new social space, its codes and the behaviour of its users, in order to increase visibility and seduce the GenZers.
In Korea, face masks have become a requirement for most during the coronavirus outbreak. People are now struggling with their makeup. Foundation under the masks can smudge off but also cause breakout skin problems. Many seem to replace it with other complexion-enhancing products such as tinted sunscreens or tone-up creams. Some makeup junkies even seem to be enjoying dropping foundation altogether.
As it is likely that face masks will become an essential part of consumers’ lives, foundation will be increasingly scrutinised. There is a risk that it stops being a ‘basic’ in the makeup routine and that hybrid complexion-enhancing products take on a greater importance.
This week, we focused our attention on understanding how the lockdown revealed the benefits of getting creative. When has anyone ever got to the bottom of their to-do list? When have people had so much free time on their hands?
This unprecedented shake-up quarantine has generated a strong desire to learn through practice and people have found that they get a huge amount of fulfillment from experimenting.
Read on to discover why tomorrow, people may add experimenting to their daily lives, as well as the opportunities that this presents for businesses to support them.
A few weeks ago, we saw how fun and creative a moment cooking could be during the lockdown. Creativity and experimentation are also strongly related to another ingredient: coffee!
Beyond mainstream recipes such as Dalgona coffee, we saw French people developing their expertise and experimenting barista techniques, far from traditional espresso. With coffee, French people express a real desire to increase their knowledge and skills.
Expanding the offering for professional equipment or promoting innovative recipes could meet the growing need for experimentation expressed by consumers.
Gluten-free recipes and products took off during the lockdown. French people looked for ways to avoid this ingredient in their cooking.
The volume of publications with the term “gluten-free” increased by 84% over the last 3 months (source: Dynvibe LIVE).
Gluten-free is becoming a lasting trend and even a reflex for some consumers. They expect a wide and rich range of alternative products based on substitute ingredients or new ways of considering their diet (for example, replacing pasta by vegetables).
For American users, a face mask is clearly not a barrier when it comes to getting creative with their eye makeup. We observe users wearing colorful eyeshadows, graphic liners and even full false lashes. Their logic? Let the eyes do the talking!
Face masks will most likely remain compulsory for a long time after lockdown. Additionally, eye makeup has been a trending topic even before quarantine which indicates that this trend is here to stay.
L’inclusivité ou le fait de donner de la visibilité à des choses habituellement peu visibles… Notre volonté est de vous apporter des éclairages sur ce thème. Vous découvrirez la tendance du "genderless " (ou non-genré), comment les marques se sont emparées de la demande des consommateurs pour plus de représentativité, et vous voyagerez en Chine, pour découvrir comment les égéries vont au-delà du genre pour représenter les marques et produits.
This week, we will share our research aimed at understanding how the lockdown might change the way we consider our free time.
The lockdown is strongly associated with a feeling of general slow down, and felt to many like a well-deserved break. To them, this extra free time was an opportunity to experience positive changes, reconnect with their relatives or even learn new skills.
Read on to find out how the Covid lockdown had impacted life and consumption habits and what new opportunities will arise for brands ready to seize this new day.
In the US, consumers are finding new ways of coping with the stress and anxiety caused by the current sanitary crisis.
The use of makeup is seen as a therapeutic tool that plays an important role boosting users’ mood.
Users take this opportunity to self-express through their makeup by playing around with new colors, textures and techniques or simply find that enhancing their physical appearance is quite uplifting.
This represents an important opportunity for brands to create new ways to communicate around emotional narratives that will most likely withstand the test of time.
Often compared to culinary experimentation, making cocktails is a way to express creativity through mixing tastes and colors. French people are looking for originality and novelty to break out of the routine and also want to be free to create their own drinks.
This trend has to be considered as an opportunity for brands to propose original tastes drawing inspiration from food category. Then, traditional drinks can be thought as fully-fledged ingredients for elaborate personal realizations - not only as final products.
During the lockdown "l’apéritif" has become a real ritual, even on weekdays, just like lunch or dinner – French people are waiting for this moment and carefully selecting recipes to try out and enjoy. These "virtual apéritifs" are a way to bond and maintain social links, with a very strong emotional aspect.
"L’apéritif" has become a real cooking moment in which consumers invest time and money. It represents an opportunity for brands to communicate on notions such as sharing, connection with others and reassurance, and also develop dedicated products.
The quarantine period has become the perfect opportunity to go on a hair journey, and some consumers have undertaken major transformations.
Hair journeys, such as growing out the grey or going curly, are already well-established consumer behaviors in the Pro-Aging Revolution and the Natural Hair self-acceptance movements. These movements will most likely continue to be amplified after the Coronavirus crisis since they are deeply rooted in consumers’ values.
The growing sense of frustration leads consumers to seek solutions to remedy their hair concerns during lockdown. Whether users choose at-home haircuts, hair root touch up sprays or even eyeshadows to cover up the gray, it is clear that for American users hair upkeep remains a priority.
Quarantine represents an opportunity for users to test and discover new hair care brands and products that could eventually make their way into their hair care routines and stay there, even post-Covid.
This week we will help you understand a trend that is on the rise globally: live-streaming as a new media.
With live-streaming rapidly gaining ground during this lockdown, the world of influence and content production is shifting and to a higher extent than previously expected.
We've identified early signal that suggest that this trend could mark a turning point regarding brands’ communication strategies as there is no doubt that it will outlive the Covid crisis and create new social norms in the near future.
Family Quarantine Routines: From Me-time to We-time
In the US, the need for light-hearted fun is more important than ever in consumers minds.
As stress and uncertainty tied to the Covid-19 crisis mounts, users well-being begins taking a toll driving them to seek out new ways to blow off steam. Family beauty routines represent an important moment that was visible before and is likely to prevail and gain momentum post-Covid.
This week, we will help you understand why, in France, emotions are becoming a powerful driver of empowerment. Feelings are no longer taboo, people are listening to them, and new habits, rituals and self-reflection are getting the upper hand.
Read on to find out how the Covid crisis could drastically change consumption behaviors tomorrow and how brands should care for consumers more than ever.
Finding joy in cooking – how the French are coping with the crisis.
Food creativity is a real antidote against gloom. Beyond the pleasure of home-cooking, people highlight how playing with colors, shapes, textures and smells is joyful.
The Covid crisis could change things further: food with a high dose of creativity, coupled with fun and sensoriality may also become a means to cope with anxiety.
Les individus sont à la recherche de marques qui tiennent compte de leur singularité, ou qui les aident à afficher leur différence. Entre prise en compte des spécificités individuelles, compréhension des communautés et un petit détour en Corée du Sud, nous avons tenté de comprendre comment les marques répondent à ce besoin des consommateurs.
In China, a growing number of women are moving away from their traditional lipsticks, which tend to leave too many marks on their protection masks.
They are swapping tips and tricks to prevent their lipstick from transferring. They are also turning to lip products that transfer less, such as lip tints or lip tattoos.
The need for “transfer-proof” make-up may strongly impact the lip category if wearing masks continues for a long period of time.
This week, our second episode will bring you to China where livestreaming is taking on a new turn.
No longer a playing field reserved to e-commerce giants, it’s now a tool that traditional brick and mortar stores are adopting to connect with their customers on a new level.
Read on to find out how these retailers are “cashing their viewers into buyers” and what this means for brands in the longer run.
In France, a large number of people are seeing their skin and hair condition worsen since the beginning of the lock-down.
Skin detoxification, indoor pollution, the absence of sun exposure and even stress, are among the most widely mentioned explanations.
We’ll see whether this is a temporary effect, or a more lasting condition which may require using specific skincare treatment products.
2 weeks ago, perfume was trending as a powerful self-care tool in Germany – this trend is now strong in France too.
People are expressing that wearing perfume, even in lock-down, is helping them feel more relaxed and less anxious.
People’s relationship to their perfume may shift beyond the lock-down period.
This unprecedented crisis is clearly shaking things up: All around the world, individuals are sowing seeds on the social sphere and by doing so, they help us dive deeper into their evolving concerns and behaviors.
Each week, with the help of one of our local Insight Crafters, we’ll give you a sneak peak into what our world could look like, the day after tomorrow.
Our first episode will bring you to South Korea, where the crisis has reached another stage.
Have you heard of #DearPlanetImSorry?
Read on to learn more
No plastic? No packaging? No problem! Go beyond buzz words and see how consumers are putting industries under pressure to meet their evolving needs. The movement has started... Are you sustainable yet?
#plasticfree #sustainability #nopackaging
The Free Flow Instinct Method, does that ring a bell ? No ? Catch up with this glamorous topic and learn why the feminine hygiene market is undergoing a consumer rebellion!
#burningissue #socialintelligence #keeppacewithconsumers
In Korea, nutrition is well-known for bringing health, body balance and beauty enhancement. This week Dynvibe LIVE takes a deep dive into 3 main nutrition tips given by Beauty Creators to their community.
There are countless brands, products and makeup styles currently trending in Korea that remain unknown to the European public. Dynvibe LIVE invites you to take a glimpse into this world and discover Espoir, one of the most mentioned brands by Korean beauty influencers last month.
Korean beauty addicts are more and more attracted to hybrid cosmetic products. It allows them to combine different benefits and gain efficiency and time. Dynvibe LIVE invites you to take a glimpse into this world and discover 3 emerging hybrid beauty trend.
In Korea, the global market of Male Grooming products is steadily growing. Knowing the influence Korean beauty has over China in particular, but also all over the world, the understanding of these new trends can help brands anticipate the future of their market.
Everyday consumers are changing global consumption patterns through social media. They have become the actors of their own deep behavioral changes: organizing themselves into spontaneous online communities, sharing experiences and influencing others at a worldwide level. Thus, this consumer empowerment leads to new challenges for brands. In this presentation, we share 3 main trends that every brand should be aware of for the future of their strategies.
Every week, Dynvibe Live unveils the top beauty brands preferred by french beauty influencers! Who will be in the top picks this week?
Every week, Dynvibe Live unveils the top beauty brands preferred by french beauty influencers! Who will be in the top picks this week?
Emmanuel Macron visiting US President Trump, Damso and the release of his new song, Rihanna’s announcement of her upcoming lingerie line… Discover the most mentioned celebrities by French Millennials these last 2 weeks
TOP most mentioned or most anticipated video games by French Millennials
Most mentioned TV shows by French Millennials in march 2018
200 top French beauty influencers that are monitored daily through our platform Dynvibe LIVE in order to: understand what their favorite brands are, identify the partnerships they form and relay, detect the trends they infuse and the new products they display, but also comprehend their “consumption world” beyond cosmetics.
On March 3rd, 2017, in an attempt to regain control of the market, Nintendo released a new concept for consoles: a hybrid device which can be played at home as well as on-the-go. Dynvibe has analyzed the expectations and the opinions of the gaming community regarding this new hybrid device.
Eagerly awaited by fans of the Apple brand, the Apple Pay mobile payment system was launched in France on July 19th 2016. By listening to users we detail the strengths and weaknesses of this new mobile payment service and draw strategic insights for the brands.
Books, media coverage, films, new shops, the zero waste theme has become very dynamic since the start of 2016. On social media, some French web users have started sharing their awareness and new patterns of behavior in this regard. Dynvibe, a specialist in strategic social media monitoring, has analyzed more than 1000 conversations to decode this new trend.
Foreign consumers are envious of French dermo-cosmetic brands which are not available internationally. Dynvibe helps to better understand why these brands have come to enjoy above normal visibility on social media and why a foreign market segment finds them so highly desirable.
One year after its French launch, Dynvibe has analyzed 30,000 conversations spontaneously posted on social media by French web users on the subject of Netflix. An opportunity to assess the impact of the strategy put in place by the platform and to study the profile of the community of the service’s follower.
Since the end of the year 2014, the American firm is looking to conquer the drinks sector known as “healthy” or “natural” with two new products: Coca-cola Life (in Europe), and the milk drink, Fairlife (in the US). Dynvibe has analyzed consumer comments following the launch of these two products in order to understand the legitimacy of the soft drink king in this sector.
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