Consumers seek out increasingly niche hobbies and kits to enable them
Trend - In response to social distancing rules introduced during the pandemic, consumers have had an increased interest in the DIY movement. Kits that enable people to ease into these hobbies can be seen more frequently. These kits provide a way for consumers to quickly learn and test various hobbies.
Insight - Consumers spent an increased amount of time alone during the pandemic. This prolonged boredom created a desire to find ways to fill the time; combine this with the desire to use the downtime wisely, and the average person had an increased interest in hobbies. Additionally, these hobbies tend to be more analog than digital. The fear of social media addiction was already on the rise pre-pandemic, but was exacerbated post-pandemic as social media became the main way to connect to the outside world.
Insight - Consumers spent an increased amount of time alone during the pandemic. This prolonged boredom created a desire to find ways to fill the time; combine this with the desire to use the downtime wisely, and the average person had an increased interest in hobbies. Additionally, these hobbies tend to be more analog than digital. The fear of social media addiction was already on the rise pre-pandemic, but was exacerbated post-pandemic as social media became the main way to connect to the outside world.
Workshop Question - How can you satisfy your customer's need for further education?
Trend Themes
1. DIY Hobbyism - With consumers spending more time alone during the pandemic, DIY hobbies have had an increased interest due to the availability of kits that provide a quick and easy way to learn and test various hobbies.
2. Artisan DIY Food Kits - Consumers are looking for more artisanal food experiences from home, with brands responding to this resurgence of marker culture by offering niche packaged live trees, seed grow kits, and easy-to-use cheese and bread-making kits.
3. Sustainability and Eco-friendliness - Consumers are looking for products that are not only functional but also eco-friendly and sustainable, which is why biodegradable growing kits and upcycling kits are gaining popularity.
Industry Implications
1. Home Hobby Industry - The market for DIY hobbies is growing, with a variety of kits being created for beginners and enthusiasts alike.
2. Sustainable Packaging Industry - The popularity of upcycling kits and biodegradable growing kits highlights the need for sustainable packaging options and provides opportunities for innovation.
3. Food and Beverage Industry - The rise of artisan DIY food kits and the demand for sustainable products are trends for food and beverage companies to keep in mind as they innovate and create new products.
