What are the current local trends in beauty and food in Thailand and Vietnam?
In consumer marketing, it is essential to know the latest trend.
Hide (Kadence Thailand) and Kengo (Kadence Vietnam) interviewed four Thai/Vietnamese women who can speak in Japan to reveal the current local trend in beauty and food.
The participants prepared the videos to introduce their daily cosmetics/inside refrigerators too. Let’s catch up by watching the recordings below!
*Only Japanese available (No English dub/subtitles)

Watch the session in Japanese

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In 2022, the global space tourism market size was estimated at USD 695.1 million and was expected to reach USD 815.7 million in 2023.

The term “NewSpace” pertains to the rise of the private spaceflight sector, encompassing domains like private launch companies, constellations of small satellites, sub-orbital tourism, and innovative initiatives aimed at redefining the conventional space industry supply chain.

Many companies allow anyone who can pay the price to travel to space. 

In 2020, SpaceX, founded by Elon Musk, made history by carrying two NASA astronauts to the International Space Station (ISS) in its Dragon spacecraft. It was the first crewed mission to launch in the United States in almost a decade. Currently, SpaceX offers private orbital flights to the ISS for tens of millions of dollars per seat.

Virgin Galactic, founded by Richard Branson, is in the final phases of returning its suborbital spaceplane to commercial service as it ramps up the development of a next-generation vehicle. The reservation price for a flight with Virgin Galactic starts at $450,000.

Blue Origin, founded by Amazon’s Jeff Bezos, is the only space tourism company offering commercial suborbital flights. While Blue Origin charged $28 million for a ticket on its first flight with Jeff Bezos, it does not advertise its current ticket prices.

fitness-tech-trends

For those who want a relatively lower-priced option, other companies offer balloon rides that take tourists up to an altitude of 20 miles. These rides provide a view of the Earth’s curvature, dining services, cocktails, and music in a sleek lounge. Spaceship Neptune from Space Perspective charges $125,000 per seat, while World View charges $50,000.

Although both companies have flights scheduled to launch in 2024, neither has yet received approval from the FAA.

For those who want to experience space travel without the risks, companies like Zero-G offer modified Boeing 727 flights that simulate zero gravity. These experiences are more affordable, with prices around $8,200. However, dining options during the flights may be limited due to restrictions on certain foods in space.

However, since none of these companies have demonstrated the feasibility of making space travel accessible to the majority, let alone ensuring its environmental sustainability, we are not yet at a point of critical mass. 

While space travel may still be out of reach for many, we are not too far from a future where it will become commonplace to travel to outer space. 

Just like civil aviation was not as accessible to everyone as it has become now, traveling to outer space could soon be as easy as booking a flight to another country.  

For an in-depth look at the five emerging trends shaping the future of global travel and tourism, download our free report, Navigating Emerging Trends in Global Travel and Tourism.

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As we see the return of normalcy and tourism rebounding, our latest report, Navigating Emerging Trends in Global Travel and Tourism, closely examines the trends shaping the future of the travel industry. This report explores five global travel trends shaping the future of travel in 2023 and beyond. 

The travel brand of the future is not just focused on transportation, discovering new destinations, or arranging trips. Instead, it has a progressive and holistic 360-degree approach that considers every aspect of the traveller’s journey to create exceptional, personalised, and unforgettable experiences. 

Download our insightful report, “Navigating Emerging Trends in Global Travel and Tourism,” to discover how leading travel brands keep up with the modern traveller. 

Today’s traveller seeks a personalised, customised, frictionless, and stress-free travel experience from start to finish. Integrating technology provides travellers with personalised and bespoke experiences. Read our case study on how Hopper became one of the fastest-growing OTA (Online Travel Agency) brands by offering a highly personalised, data-driven travel platform. 

Virtual tourism, including VR and AR experiences, is becoming more popular, allowing travellers to explore new destinations from the comfort of their homes. But how are brands approaching this technology?

Download the full report to learn how Thomas Cook Airlines used VR technology’s ‘try before you buy’ approach in a highly engaging video contest. 

Digital nomadism is rising, creating a new type of traveller with unique needs and preferences. The report showcases an airline that developed a Super App, the best value one-stop travel and lifestyle app, to build a digital lifestyle hub that enables Digital Nomads.

Finally, sustainability and experiential travel are becoming more popular as travellers prioritise social and environmental responsibility. 

Experiential travel is expected to continue its growth trajectory as more travellers seek exclusive and personalised experiences. The report highlights G Adventures, which offers sustainable and community-based tourism experiences. 

Also, read about the award-winning Changi Airport, which is ahead of the curve in sustainability practices across all areas. 

2023 is seeing a surge in travel despite economic uncertainty and high inflation. So what has changed post-pandemic? Read the full report to gain insights into the changing travel landscape. 

Download the full report to discover the future of travel and how your travel brand can appeal to travellers’ changing attitudes and behaviours globally with insights for airlines, hotels, transportation, travel operators, OTAs, and cruise ships.

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The world is constantly changing, and the way we travel is no exception. From horse-drawn carriages to supersonic jets, the transportation industry has seen incredible innovation and evolution over the years. And with the rise of new technologies, emerging travel trends, and a growing focus on sustainability, the future of travel looks brighter and more exciting than ever.

As a marketer or researcher in the travel industry, staying on top of these trends and changes is essential. After all, understanding the evolution of travel can help you anticipate future developments and identify new market opportunities.

So, let’s take a journey through the evolution of travel, from the early days of transportation to the latest innovations and trends. Along the way, we’ll explore the impact of technology, changing consumer preferences, and environmental concerns and what they mean for the future of travel. Whether you’re a travel industry professional or simply a curious traveller, get ready to discover this dynamic industry’s fascinating history and promising future.

Historical Context.

To truly understand the evolution of travel, it’s important to look back at its rich history. From ancient civilisations to modern times, humans have always wanted to explore new lands and experience new cultures.

Early forms of transportation, such as walking, horseback riding, and sailing, were limited by speed and distance. However, with the advent of the Industrial Revolution in the 18th century, transportation underwent a major transformation. The steam engine was invented, revolutionising travel by enabling faster and more efficient transportation by trains and ships.

The 20th century brought even greater innovations in travel. The invention of the automobile, the Wright brothers’ first flight, and the launch of the first commercial airline all marked significant milestones in the history of travel.

The rise of the automobile led to the growth of road networks and the construction of highways, which made travel more accessible to the masses. With the launch of commercial airlines, air travel became faster and more convenient than ever before, opening up a whole new world of international travel.

However, these new forms of transportation also had their downsides. Increased use of fossil fuels led to rising levels of pollution and greenhouse gas emissions, and air travel, in particular, has been criticised for its environmental impact.

Despite these challenges, the travel industry continued to evolve throughout the 20th century and into the present day. In the next section, we’ll take a closer look at the current state of travel and some of the trends and changes shaping its future.

Current State of Travel.

In recent years, the travel industry has undergone significant changes driven by various factors, such as technological advancements, changing consumer preferences, and the impact of the COVID-19 pandemic.

One of the most significant changes in the travel industry has been the rise of online booking platforms and the democratisation of travel. Online booking sites like Expedia, Booking.com, and Airbnb have made it easier than ever for people to research and book travel options from the comfort of their own homes.

Another major trend in the travel industry has been the rise of experiential travel. Rather than simply visiting tourist attractions, more and more travellers are seeking out immersive experiences that allow them to truly connect with local cultures and communities.

Sustainability has also become an increasingly important concern in the travel industry. Many travellers seek eco-friendly and socially responsible travel options, and many travel companies are responding by promoting sustainable tourism practices.

However, the COVID-19 pandemic has significantly impacted the travel industry. International travel has been severely restricted in many parts of the world, and there has been a shift towards domestic travel and road trips. Additionally, health and safety concerns have become a top priority for travellers, with many opting for travel insurance and flexible booking options.

Despite these challenges, the travel industry remains resilient and adaptable, poised for continued growth in the coming years. In the next section, we’ll explore some of the emerging technologies and trends shaping the future of travel.

Emerging Technologies.

The travel industry is no stranger to technological innovation, and the coming years promise even more exciting developments that could revolutionise how we travel.

One of the most promising areas of innovation is electric vehicles (EVs). Electric cars have become increasingly popular due to their environmental benefits and low operating costs. As battery technology improves, electric cars are becoming more practical for long-distance travel, which could have significant implications for the travel industry.

Another emerging technology with the potential to transform travel is self-driving vehicles. Self-driving cars and buses could make transportation more efficient and reduce congestion on roads while offering passengers a more relaxing and enjoyable travel experience.

In the aviation industry, supersonic air travel could soon become a reality. Several companies are developing supersonic planes that could travel at speeds of up to Mach 2.2, cutting travel times in half for long-haul flights.

Virtual and augmented reality technology could also play a significant role in the future of travel. VR and AR experiences could allow travellers to explore destinations and attractions from their homes or enhance their in-person travel experiences with immersive digital content.

Finally, blockchain technology is another emerging trend that could significantly impact the travel industry. Blockchain can help improve travel safety and security, streamline booking and payment processes, and reduce the risk of fraud.

Overall, the future of travel is looking brighter and more exciting than ever, thanks to these emerging technologies and trends. The travel industry is constantly evolving, and marketers and researchers must stay on top of these developments to identify new opportunities and stay ahead of the curve.

Environmental Impact.

While the travel industry offers endless opportunities for exploration and adventure, it also has a significant environmental impact. From carbon emissions to waste generation, travel can negatively affect the planet.

As travellers become more aware of these issues, there has been a growing interest in sustainable travel options. Many travellers seek out eco-friendly hotels, travel by train instead of a plane, and participate in voluntourism programs that allow them to give back to local communities.

The travel industry is also taking steps to reduce its environmental impact. For example, airlines are investing in more fuel-efficient planes and implementing recycling programs, while hotels are adopting energy-efficient lighting and water-saving initiatives.

One promising development in the travel industry is the growth of sustainable tourism. This involves travel that is both environmentally and socially responsible, taking into account the impact on local communities and ecosystems.

In addition, many governments and organisations are taking action to promote sustainable travel practices. The United Nations has designated 2017-2027 as the Decade of Sustainable Tourism, focusing on promoting responsible tourism practices and sustainable economic growth.

Ultimately, the travel industry is responsible for minimising its environmental impact and promoting sustainable practices. By embracing sustainability and promoting eco-friendly travel options, the industry can continue growing while preserving the planet for future generations.

Market Opportunities.

The evolution of travel has created numerous market opportunities for businesses in the travel industry. As consumer preferences and technological advancements evolve, new business models and revenue streams emerge.

One significant market opportunity is the rise of experiential travel. Rather than simply booking a hotel and visiting tourist attractions, many travellers seek unique and immersive experiences that allow them to connect with local cultures and communities. This trend has created opportunities for businesses that offer authentic and personalised travel experiences, such as local tour operators and vacation rental companies.

Another market opportunity is the growth of sustainable tourism. As travellers become more environmentally and socially conscious, there is increasing demand for eco-friendly and socially responsible travel options. This has created opportunities for businesses that prioritise sustainability, such as hotels and tour operators that offer environmentally-friendly practices and support local communities.

The rise of technology has also created new market opportunities in the travel industry. Online booking platforms, mobile apps, and other digital tools have made it easier than ever for travellers to research and book travel options. This has created opportunities for businesses offering innovative and user-friendly digital platforms, such as travel booking sites and apps.

Finally, the COVID-19 pandemic has created new market opportunities in the travel industry. As more people work remotely, there is a growing demand for extended-stay travel options such as vacation rentals, co-living spaces, and work-from-anywhere packages. Additionally, businesses prioritising health and safety measures, such as contactless check-in and cleaning protocols, have a competitive advantage in the current climate.

Case Study: TUI Group – Embracing Sustainability and the Modern Traveller.

TUI Group is a leading travel and tourism company offering a range of products and services to travellers worldwide. With a history that dates back to the 19th century, TUI Group has evolved and adapted to changing consumer preferences and market trends. In recent years, TUI Group has made sustainability a core value and developed a sustainability strategy that aligns with the changing expectations of modern travellers.

TUI Group’s sustainability strategy is based on three pillars: reducing carbon emissions, promoting sustainable tourism practices, and supporting local communities. By prioritising sustainability, TUI Group aims to differentiate itself from competitors and appeal to environmentally-conscious travellers.

One key aspect of TUI Group’s sustainability strategy is its focus on reducing carbon emissions. TUI Group has set ambitious targets for reducing carbon emissions, including a goal of becoming carbon-neutral by 2050. To achieve this goal, TUI Group is investing in more fuel-efficient aircraft, reducing plastic waste generated by its operations, and promoting sustainable transportation options for travellers.

In addition to reducing carbon emissions, TUI Group is also focused on promoting sustainable tourism practices. This includes offering sustainable tourism experiences, such as eco-tourism and wildlife tours, and partnering with local organisations to promote sustainable tourism in destinations around the world.

Another vital aspect of TUI Group’s sustainability strategy is its commitment to supporting local communities. TUI Group works with local organisations to promote economic development and sustainable tourism in destinations around the world. This includes supporting local businesses, promoting cultural exchange, and investing in community development projects.

By prioritising sustainability, TUI Group is capitalising on a growing trend among modern travellers who are increasingly interested in eco-tourism and sustainable travel practices. According to a 2019 survey by Booking.com, 70% of global travellers said they would be more likely to book environmentally friendly accommodations.

In addition to its sustainability efforts, TUI Group has also embraced other emerging trends and preferences of modern travellers. For example, TUI Group has invested in digital technologies to improve the customer experience and offer personalised recommendations for travellers. TUI Group’s digital platforms allow travellers to book trips, customise itineraries, and access travel information from their mobile devices.

Overall, TUI Group’s sustainability strategy and focus on emerging trends and preferences of modern travellers have helped the company differentiate itself from competitors and build a loyal customer base. By continuing to innovate and adapt to changing market trends, TUI Group is well-positioned to succeed in the rapidly-evolving travel industry.

Social Media and the Future of Travel Marketing.

Social media has revolutionised how people plan, book, and share travel experiences. Platforms like Instagram, Facebook, and Twitter have made it easier than ever for travellers to research destinations, find inspiration, and share their experiences with others.

For brands in the travel industry, social media offers a powerful tool for connecting with travellers and promoting their products and services. By leveraging social media platforms effectively, businesses can build brand awareness, engage with customers, and drive bookings.

One of the key advantages of social media for travel businesses is the ability to showcase their products and services in a visually compelling way. Platforms like Instagram are particularly well-suited for travel marketing, as they allow travel brands to share beautiful images and videos that inspire travellers and highlight their unique selling points.

In addition to promoting products and services, social media can also be used to provide customer service and support. Travellers can use social media to ask questions, make bookings, and get assistance with any issues during their trip.

Another important use of social media in the travel industry is influencer marketing. By partnering with social media influencers with large followings in the travel space, brands can tap into new audiences and build credibility with potential customers.

However, businesses need to use social media strategically and thoughtfully. They should identify their target audience, develop a clear brand voice, and create content that resonates with their customers. Additionally, they should monitor social media channels regularly and respond to customer feedback promptly and effectively.

Social media offers travel businesses tremendous opportunities to connect with customers, build brand awareness, and drive bookings. By embracing social media and using it effectively, businesses can stay competitive in the rapidly-evolving travel industry.

The AI Revolution in Travel: Chatbots, Predictive Analytics, and Personalised Recommendations.

Artificial intelligence (AI) is revolutionising the travel industry, offering new ways for businesses to personalise the travel experience and streamline operations.

One of the most visible uses of AI in the travel industry is chatbots. These automated messaging platforms can handle various customer service inquiries, from booking reservations to answering questions about travel policies. By leveraging chatbots, travel businesses can improve the customer experience, reduce wait times, and free up staff to focus on other tasks.

Another important use of AI in the travel industry is predictive analytics. AI algorithms can identify patterns and predict future travel trends by analyzing vast amounts of data. This can help businesses make more informed pricing, marketing, and inventory management decisions.

Personalised recommendations are another key area of AI in the travel industry. AI algorithms can provide personalised recommendations for destinations, activities, and accommodations by analyzing data about a customer’s travel history and preferences. This can help businesses improve the customer experience, increase customer loyalty, and drive more bookings.

Additionally, AI can be used to improve travel safety and security. For example, AI algorithms can analyze passenger data to identify potential security threats and flag them for further screening.

While AI offers many opportunities in the travel industry, using it responsibly and transparently is important. Customers may be wary of AI if they feel their privacy is compromised or don’t understand how the technology is used.

Adventure Tourism: A Growing Market for Travel Businesses.

Adventure tourism has emerged as a significant market segment in the travel industry, with more and more travellers seeking unique and exciting experiences that allow them to connect with nature and push their limits.

From trekking in the Himalayas to kayaking in Patagonia, adventure tourism offers travellers the chance to explore some of the world’s most beautiful and remote destinations while engaging in physically and mentally challenging activities.

For travel brands, adventure tourism represents a significant growth opportunity. By offering unique and immersive adventure experiences, businesses can differentiate themselves from competitors and attract travellers willing to pay a premium for these types of experiences.

To cater to the adventure tourism market, businesses must first identify their target audience and develop products and services that meet their needs. This may involve partnering with local adventure tour operators, offering customised itineraries, and providing specialised equipment and training.

In addition, businesses must prioritise safety and risk management in adventure tourism. This may involve hiring experienced guides and instructors, providing appropriate safety equipment, and developing emergency response plans.

Finally, businesses must also consider the environmental impact of adventure tourism and take steps to minimise their footprint. This may involve promoting sustainable travel practices, supporting local conservation efforts, and minimising waste and pollution.

Changing Demographics and the Future of Travel.

As the world’s population ages and becomes more diverse, the travel industry faces new challenges and opportunities. Two key demographic trends that significantly impact the sector are the rise of solo travel and the growth of senior travellers.

Solo travel has become a significant trend recently, particularly among younger generations. Many solo travellers seek new experiences and opportunities for personal growth and are willing to take on the challenges and risks of travelling alone.

For travel brands, this trend presents both opportunities and challenges. On the one hand, solo travellers may be more likely to book high-end experiences and luxury accommodations since they are not sharing the costs with other travellers. On the other hand, brands must be prepared to address solo travellers’ unique needs and concerns, such as safety and security.

The growth of senior travellers is another significant demographic trend in the travel industry. As the baby boomer generation reaches retirement age, they increasingly seek new travel experiences and destinations. 

Many senior travellers seek opportunities to explore new cultures, reconnect with family and friends, and pursue lifelong passions.

For travel brands, the growth of senior travellers presents significant opportunities to develop specialised products and services that cater to this market. For example, brands may offer senior-friendly accommodations, specialised tours and excursions, and other travel options tailored to senior travellers’ unique needs and preferences.

Leveraging Market Research to Build Successful Travel Brands.

Market research is essential for travel brands that want to stay competitive in the rapidly-evolving travel industry. By gathering and analyzing data about customer preferences, behaviour, and attitudes, travel brands can develop more effective marketing strategies, optimise their products and services, and build stronger customer relationships.

One key area where market research can be particularly valuable is in identifying emerging travel trends and consumer preferences. By staying on top of industry trends and understanding what motivates travellers to make their travel decisions, travel brands can develop more effective marketing campaigns and offer products and services that better meet customer needs.

Market research can also help travel brands optimise pricing and revenue management strategies. Travel brands can adjust their pricing strategies by analyzing customer behaviour and demand patterns to maximise revenue and profitability.

Another area where market research can be valuable is in developing more effective customer engagement strategies. By gathering customer feedback and analyzing their preferences and behaviour, travel brands can develop more personalised and effective marketing campaigns and improve their customer service and support.

Finally, market research can help travel brands improve their products and services by identifying areas for improvement and uncovering unmet customer needs. By gathering customer feedback about their travel experiences, travel brands can identify areas where they can improve and new opportunities to innovate and differentiate themselves from competitors.

Future Outlook.

As the travel industry continues to evolve, many exciting developments on the horizon could transform the way we travel.

One promising area of innovation is the development of sustainable transportation options. Electric cars, self-driving vehicles, and high-speed rail can reduce carbon emissions and promote sustainable travel.

Another potential trend is the growth of personalised travel. As technology advances, it may become possible to offer highly personalised travel experiences based on individual preferences and interests. This could include customised itineraries, tailored recommendations, and unique travel experiences that are tailored to each traveller.

The growth of the sharing economy is also expected to significantly impact the future of travel. Platforms like Airbnb, Uber, and Lyft have already disrupted the traditional travel industry, and as these platforms continue to evolve, they could offer even more innovative and convenient travel options.

Finally, the COVID-19 pandemic will likely have a lasting impact on the travel industry. While the pandemic has created significant challenges, it has also spurred innovation and forced businesses to adapt to changing circumstances. As travel resumes in the post-pandemic world, it will be interesting to see how these changes continue to shape the travel industry.

Overall, the future of travel looks brighter and more exciting than ever. By embracing emerging technologies, promoting sustainability, and responding to changing consumer preferences, the travel industry is poised for continued growth and innovation in the years to come.

Want to learn more about the latest travel and tourism trends? Download our report Navigating emerging trends in global travel and tourism, here.

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Emerging Trends in the Global Beverage Industry is an in-depth guide providing insights into key trends shaping the alcoholic beverage category in the U.S., U.K., Singapore, Japan, Indonesia, China, Thailand, Vietnam, and the Philippines, with examples and case studies from leading global brands. 

This report is for beverage brands, retailers, distributors, investors, bars, restaurants, and anyone in the business of quenching a consumer’s thirst for innovative beverages.

This is a summary of all five emerging trends in the report and how brands globally keep up with dramatic shifts in consumer tastes and preferences and the stiff competition in the beverage industry.

Trend 1: Booze without the buzz. 
The rise of no-to-low alcohol

As younger generations shun alcohol or reduce consumption, the low-to-no-alcohol (LNA) trend is here to stay.

Moderation, health, wellness, and a thirst for innovative flavours drive growth in this sub-category, and consumers are willing to pay for high-end innovative, non-alcoholic spirits.

Download the full report to find out how much the millennial share of alcohol drinkers has dropped in just one year.

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Apart from big brands, the global market is deluged with new, independent entrants. Read the full report to discover the brands in the LNA category and how they are responding to the sober curious movement.

Also, read the case study of a brand that sowed the seeds for the LNA category. 

Trend 2: Spirit-based ready-to-drink beverages.
RTDs create a stir in the beverage industry

The demand for RTDs continues to grow, especially among younger consumers.

Variety, taste, and convenience are driving demand. The category includes hard seltzers, canned wines, ready-to-drink cocktails, hard coffee, hard tea, kombucha, wine spritzers, and coolers.

Download the report to discover why RTDs cater to the millennial lifestyle and how brands are delivering. Also, learn how Suntory is combatting low beer sales in Japan. 

In our case study, we look closely at what made the US-based hard seltzer White Claw become a pop culture icon. 

Trend 3: The Shift to drinking smart. 
Low-cal, plant-based, and gluten-free options

Low-calorie or zero-carb drinks may cater to a different target audience than the no-to-low-alcohol beverage category.

These consumers are mindful of their caloric intake but may not be as concerned with the amount of alcohol they drink.

In response to the health-conscious consumer, a leading beer brand added transparency by adding a nutrition label on its pack. Also, explore a soy-based alcoholic brand, how it uses a nutritious by-product to create an innovative drink, and how Skinnygirl catapulted into a leading RTD brand. 

Trend 4: Unlocking Craft Alcohol.
The popularity of mall-batch wine, spirits, and beer

This trend toward premiumization is a hot trend we will see well into the future. 

In most industries, the major growth areas have been for premium products catering to niche consumer segments. The alcoholic beverage segment is no exception, and brands are catering to evolving tastes by improving their beverages through better craftsmanship and innovative flavours.

The growing demand for craft spirits is expected to be the primary trend in the future, even as we move into a downturn. 

Also, discover how countries like Thailand and India are growing their wines. And if you have heard about the hype behind George Clooney’s famous tequila brand, read the case study to learn about Clooney’s journey into small-batch premium alcohol. 

Trend 5: The future of packaging. 
Innovative, sustainable, and inclusive design 

The package material, shape, design, logo, colours, and messaging are all critical elements that help a brand tell its story.

So how do brands in the alcoholic beverage category balance it all? Download the case study to find out. 

While brands focus on creating sustainable production methods, they also need to rethink packaging and distribution, just like the innovative flat wine bottles that fit through a mail slot. Read the complete case study in the report. 

As people worldwide drink less, brands are working hard to quench their thirst and keep up with their changing tastes using market research insights and constant innovation.

To get an in-depth view of the emerging trends in the global alcoholic beverage industry, download the complete report today. 

As 2022 comes to an end, we see the rise of the cautious consumer in an inflationary economy fraught with rising costs of living and uncertainty. Today’s consumers have adopted new behaviours worldwide, wanting hybrid experiences and engaging with sustainable and purpose-driven brands. 

Here we have compiled our best trend reports and guides that look at 2022 and beyond in one convenient place.

Speed Bumps on the road to change in 2022.

Automotive trends for 2022

automotive-trends-report

To help brands navigate the shifts, we developed an exhaustive report exploring five key trends influencing automotive purchases for 2022 and beyond, focusing on the post-pandemic recovery, the E.V. revolution, the impact of A.I. and connected vehicles, and generational perception changes in major global markets. 

DOWNLOAD the TREND report here

Digital Payments and E-Wallet Usage and Behaviour in Indonesia.

This regional report reveals the perceptions and usage of common e-wallet providers across different Indonesian markets and regions, focusing on shifting consumer behaviour and how brands respond to these shifts. 

READ the full report here 

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Food and Beverage trends to watch in 2022 and beyond.

food-and-beverage-trends

It can be challenging for food and beverage executives to stay abreast of these consumer trends in an industry influenced by ever-changing consumer behaviours and changing tastes.

This report has compiled four notable changes in consumer wants and needs globally.

DOWNLOAD the full report here.

The Asian Consumer: 4 Key Trends for the Next Normal.

While many emerging regional trends have been in the pipe long before the pandemic, almost all indicate an active and involved Asian consumer looking to the future for smart alternatives to ageing market norms.

This report is designed for companies looking to grow their presence in Asia. It is based on the analysis of local experts across Kadence International’s eight Asian offices: China, India, Singapore, Thailand, Vietnam, Indonesia, the Philippines, and Japan.

 DOWNLOAD the trend report here

The Definitive Guide to Gen-Z.

genz-consumer-behavior-report

Now making up one-third of the world’s population, Generation Z or Zoomers are quickly entering the consuming class.

Being true digital natives, Generation Z presents a unique set of challenges for brands looking for loyalty.

This 50+ page guide delves deeper into the wants, needs, and demands this generation is looking for from brands and how leading brands in ten countries respond to them. 

 DOWNLOAD the complete guide here

About Face: Emerging global trends in the beauty and cosmetics industries.

beauty-trends-report

The beauty, personal care, and cosmetics industry is thriving.

Thanks to an increased “on camera” world, people of all ages want to look their best.

This report looks at the industry from around the world, highlighting trends from Asia, Europe, and the Americas.

 DOWNLOAD the complete trend report here

Feeling Good: Powering the Next Gen of Fitness and MedTech.

fitness-medtech-industry-trends-report

As people prioritise their health and wellness worldwide, technological advancements in these industries are helping consumers monitor their health much more quickly.

This report looks at the health, wellness, fitness, and MedTech industries from around the globe, showcasing some of the world’s leading brands in the space.

 DOWNLOAD the complete trend report here

The Future of Online Shopping.

online-shopping-consumer-trends-report

Digitisation has reset the online shopping game, and the pandemic has accelerated technology adoption by both brands and consumers.

Today, the most successful retailers have adopted technology at warp speeds. With breakthrough technology complementing every step of the retail process, where are we headed?

This report examines online shopping, where it’s at, and what the future holds.

DOWNLOAD the complete trend report here

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If you want a crocheted sweater or a bespoke engraved cutting board but need help finding an artisan, you might turn to platforms like Etsy that connect buyers with artisans on their eCommerce platforms. 

The last decade has brought a massive consumer shift in mindset. Consumers today care about where their products come from, who produced them, and under what conditions they were made. They care about the impact of everything they purchase —on the workers and the environment. 

Many trends are responsible for the maturation of the artisan economy around the globe, such as the rise of e-commerce, a growing interest in the environment and sustainability, the demand for rare, unique, personalised items, and a desire to support the local economy and small businesses. 

Consumers care about sustainability, ethical consumption, and small-batch production and are looking for unique pieces with a story to add to their lives. 

There has been a massive demand for handmade products globally. Handmade or artisanal products are high quality and unique, making them desirable for people looking for one-of-a-kind products with a strong narrative. 

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The need for personalization and the recent movements supporting local businesses and artisans have also helped promote bespoke brands or handmade products.

Unlike mass-produced goods, handmade products have certain deviations, and no two products will be the same, adding to the uniqueness consumers seek in the products they purchase.

When consumers purchase a handmade product, they are also buying into the story and history behind it and building a deep connection with the artisan making the product while supporting craftsmanship and local businesses. Consumers are avoiding off-the-shelf pieces, and artisan goods are becoming a staple. 

According to a U.K. Crafts Council report, 73 percent of U.K. adults had bought a craft in 2019 —which amounts to almost 25 million handmade items. About 32 percent of today’s buyers are under 35 years of age, making the younger populations of Millennials and Gen Z the biggest craft shoppers today. There are 11,620 craft businesses in the U.K., with over 43,000 employees. 

Consumers often save crafts and techniques that face extinction and erasure by purchasing artisanal goods. And now, many big brands want to add a piece of the traditional method to their products. For instance, independent watchmaker Daizoh Makihara decided to use the traditional Japanese glass-cutting technique called Edo-kiriko for the dial of his first watch. He found eight companies that specialised in the method, but only one agreed to do it. This was Kyosuke Hayashi, the president of Mitsuwa Glass Kogei. 

In English, Edo-kiriko means “cut glass from Edo”: Edo is an old name for Tokyo, and kiriko is the name of the cutting technique. This partnership gave birth to the first edo-kiriko watch in the world in 2018. 

The weavers and artisans work hard to keep the rich Indian arts and crafts heritage alive. According to IBEF, the total handicraft exports from India reached $3.5 billion in FY20. With over 200 million artisans, India’s handicraft sector is the second largest employer after agriculture. 

While fast fashion is pressuring the environment with its heavy carbon emissions, water waste, and poor working conditions and treatment of workers, consumers are hungry for a better model that offers trendy essentials and accessories without harmful environmental and socio-economic impact.

eCommerce has enabled many skilled artisans and hobbyists to profit from their passion and talent. 

Consumer obsession and interest in handmade products have also seeped into reality T.V., and craft reality T.V. shows have become quite the rage. 

British reality show Handmade: Britain’s Best Woodworker is a furniture-making competition similar to a cooking contest that has captured the hearts of audiences worldwide. Every major network and various streaming platforms are in on the trend. Other similar shows include BBC’s All that Glitters, Netflix’s Blown Away, NBC’s Making It, HBO Max’s Craftopia, ITV’s Bling, and Channel 4’s The Great Pottery Throwdown.  

The pandemic spurred the demand for handmade goods. Online platforms have fuelled much of this growth: in December 2018, Etsy, a U.S.-based online platform for artisans to buy and sell handmade goods, reported that there were 220,000 active sellers in the U.K. with a further 9,000 makers on Folksy, a U.K.-based online platform to purchase handcrafted gifts and original artwork, sold directly by the artists and designers who have created them.

Top handmade product categories on Etsy 

According to a report, the top handmade product category on Etsy in 2020 was home and living, with a 25 percent seller share, followed by art and collectables (21 percent), jewellery (15 percent), clothing (11 percent), accessories (8 percent), bath and beauty (6 percent), toys and games (4 percent), bags and purses (3 percent), weddings (2 percent), and books, movies and music (2 percent).

Etsy has three main sections in its online marketplace: Handmade, Vintage, and Supplies. Handmade represents 85 percent of sellers, Vintage represents 6 percent, and Supplies represent 12 percent of sellers.

Etsy, founded in 2005, now has more than 1.4 million sellers and 19.8 million buyers. Etsy focuses on handmade and vintage items and features over 5.4 million craft supply items.

Handmade gifts provide a personal touch and make the gift unique and personalised. This unique factor has driven platforms and brands that offer handmade products as popular choices during the Holidays. 

There has been an 80 percent jump in searches on the creator-driven platform Etsy for Holiday gifts in the past three months compared to last year. In 2020, CNBC reported that Etsy saw a 156 percent increase in search traffic during three months compared to the year prior for custom gifts.

Case Study: How Etsy carved a niche for the handmade sector using an e-commerce platform

The Overview

Based in Brooklyn, New York, Etsy is the largest online marketplace globally, connecting buyers to sellers of handmade and vintage goods and craft supplies. Etsy is built on a smart revenue model: it charges sellers a listing fee and a commission and upsells advertising services to push a seller’s products to boost reach. The company expanded through acquisitions, including Blackbird Tech for USD 32.5 million, Reverb in 2019 for USD 275 million, and the fashion resell marketplace, Depop in 2021 for USD 1.63 billion.

The company has competitors like Amazon Handmade, Big Cartel, Folksy, iCraft, and eBay. 

The Approach

Etsy took the value creation approach and narrowed its product offering to handmade or artisan-made products. While it has created a community of buyers and sellers, it moved its focus to buyers as the core market when eBay vet Josh Silverman took over Etsy’s reins. A year after hitting an all-time low in 2017, Etsy’s stock rebounded and grew; today, it stands at USD 119.74 a share. Defining and focusing on its key audience helped the brand grow. 

Once the brand identified its core audience, the buyers, it hiked the fees it charged its sellers from 5 percent to 6.5 percent. Even though 20,000 of its sellers went on strike, the company did not budge, and the results showed in the most recent third-quarter earnings in 2022, reporting a revenue bump of 11.7 percent over the same quarter of 2021, to USD 594.5 million. 

Etsy is also attracting more buyers to its platform via the mobile app. In 2021 alone, the brand reported a 45 percent increase in app downloads bringing 5.7 million new shoppers to download the app. The brand also leverages targeted, compelling email offers based on items favourited or shops browsed. The brand funded discounts and sent them to 18 million shoppers in 2021, and also provided discount technology allowing shoppers to discount goods from their shops. The brand also encourages buyers to follow more shops through sweepstakes and contests. 

The brand also offers multiple additional services to facilitate communication with sellers, on-platform transactions, and access to ratings and reviews. 

Etsy allows its sellers to voice their concerns with congress members and local and federal governments. And lastly, the brand continuously invests in retail technologies like machine learning via acquisitions. The brand has designed convenient distribution channels, upgraded buying and selling software and merchant services, and improved its social media presence to boost brand awareness. This month, Etsy rolled out a new image search feature to allow shoppers to find an object faster than with a keyword search. Users on iOS can now tap the camera icon and search for images by uploading a picture. Etsy then scours its platform to find products visually similar to the ones the user is searching for. Etsy plans to expand image search to Android app users soon.

The Results

Etsy’s impact on the artisan economy is robust. The most recent quarterly earnings report disclosed revenues had risen to USD 198 million, a 31.64 percent increase year over year. Etsy currently holds a market cap of just under USD 5.5 billion – quite a climb from its USD 1.1 billion market cap back in March 2017. The brand attracted 6.3 million shoppers in the third quarter of 2022, ending with 88.3 million active buyers on the Etsy marketplace.

In most developing nations, the handicraft industry is fragmented, lacking legal Intellectual Property laws surrounding its products, and artisans not getting fair compensation for their craft. 

In most countries, handcrafts are highly valued because of the high skill level and talent required and are sold in luxury stores at premium prices. However, although India has a rich culture and many categories of handicrafts, they still need to be given their deserved value and place. Ramesh Menon founded Save the Loom, a nonprofit community group to revive, restore, and restructure the handloom industry in India.

Many other such organizations are helping artisans overcome the many challenges they face. However, online platforms and eCommerce websites like Etsy, Folksy, Amazon Handmade, and others have helped create a viable worldwide path forward for the handmade industry. 

While not every product fits the artisan-made model, the lessons from this growing trend apply to all categories. Consumers want to feel connected to the story behind the product, how a product is made, and the feel-good impact on the environment and people after purchase.

For more insights into the shifting trends in online shopping and consumer behaviour around the globe, download our complete report, “The Future of Online Shopping.” 

Digitization has reset the online shopping game board, and the pandemic has accelerated technology adoption by both brands and consumers. Today, the most successful retailers have adopted technology at warp speeds. With breakthrough technology complementing every step of the retail process, where are we headed? 

Download our complete report, “The Future of Online Shopping,” to find out.

Here’s a summary of the most significant trends shaping the future of online shopping worldwide. 

Trend 1: The Future is ‘Phygital’ — Reinventing the retail experience. 

At the intersection of physical and digital is a connected retail environment where consumers are placed at the centre. In this consumer-centric, channel-agnostic, connected environment, consumers can buy online and pick up from stores.

They can try clothes and accessories virtually, in-store or online, browse large touchscreens for product information, dispense products from vending machines, and even scan an aisle in a grocery store to view an overlay of information about products. 

The future of retail is omnichannel, an approach providing customers with

 a unified shopping experience. This approach connects experiences across multiple touchpoints, including brick-and-mortar, web, and mobile apps. 

Discover how Singapore’s NTUC grocery chain increased retention and repeat business using an omnichannel approach.

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Online Financing Options – “Buy-Now-Pay-Later.”

Retail brands are removing barriers to make the shopping experience as frictionless as possible, including easy financing terms. 

Apps Making Online Shopping Seamless.

Mobile apps offer retailers an engaged audience they can easily connect with to sweeten their shopping experience, building loyalty and driving in-store sales. 

Download the complete report to discover how Shopee, the leading eCommerce online shopping platform in the Philippines, Taiwan, Thailand, Singapore, Malaysia, Indonesia, and Vietnam, and Sephora, a multi-brand beauty retail store, leading the way in making the shopping experience seamless. 

Trend 2: DTC brands are booming worldwide.

Direct-to-Consumer (DTC) has disrupted the eCommerce industry. As more brands manufacture, design, market, sell and ship their products directly to customers, they are more agile than traditional brick-and-mortar retailers. 

Download the complete report to learn how Nike tapped into the DTC space along with other legacy brands.

Social media advertising significantly contributes to DTC sales; however, rising ad prices damper many of these brands. 

Download our report to discover how DTC brands target users in a cookieless world. 

Also, learn how a home-grown Vietnamese DTC start-up raised USD 2.3 million in the middle of V.C. winter in the country. 

Shein, another DTC brand based in China, adopted and perfected its business model and developed a massive, vibrant, international community around Shein with a customer-centric approach. 

Download our report for the complete case study and discover how Shein has tapped into a massive international market of online fast fashion shoppers in the U.S., Europe, the Middle East, and other big consumer markets. 

Trend 3: Influencers are the new sales associates.

In a crowded digital space, where media consumption is highly democratised, brands seek attention by creating entertaining content that moves the audience. 

Consumers are now in charge — and rather than listening to brands, they listen to peer-to-peer advice on products and services. Consumers are increasingly filtering content, ads, and posts that reek of brand promotions in favour of posts and promotions from people they trust, a.k.a. Influencers. 

So who are the top Instagram influencers right now? 

Download our report to find out who owns the top spot for earnings per paid promotion, and learn how Kim Kardashian sold 150,000 bottles of perfume within minutes on a live stream in China. 

Trend 4: Personalizing the online shopping experience. 

Customers have spoken. They don’t just want personalization; they expect it from brands. 

Research shows that when brands provide personalised experiences, 80 percent of customers are more likely to purchase. When brands personalise a customer’s experience, they anticipate what they want and deliver it to them, increasing engagement, improving conversions, boosting customer loyalty, enhancing the experience, and gaining a competitive advantage. 

Download our report to find out how U.S.-based grocery chain Kroger is delighting shoppers with next-level personalization strategies in our brand case study. 

The future belongs to retail brands that master the omnichannel experience.

Consumers are tightening their purse strings due to inflation and the fear of an impending recession.

High prices of fuel and food are impacting consumer spending. It’s time for brands to get more creative, and eCommerce sellers are in a favourable position to weather the economic downturn using competitive pricing software and data-rich touchpoints. 

Download our free report to find out how top retail brands are globally navigating the new online retail playing field during these uncertain times.