Trends 2020: Trending Topics

For the second straight year, we asked participants to choose from a list of topics which would be most and least valuable to them in the coming year. While the selections were spread pretty evenly, emerging brands were called out most often (17%) as most valuable. Among the reasons given: “We like to know what is growing in the market place,” and “The beverage category has been bombarded with innovation.”On the other end of the spectrum, CBD (cannabidiol) was understandably the leader for least valuable (26%) as many said it simply doesn’t apply to their products. But, interestingly, only three other topics were called out more often than CBD as most valuable. Clearly, CBD is on the radar.Here is additional reasoning behind some other “most valuable” selections:• Health and wellness: “It’s a huge concern for our consumers.”• Sustainability: “Given our 2025 goals, corporate social responsibility is becoming a real focus for us, our suppliers and retailers.”• Voice-enabled commerce: “It is quickly coming and we feel very uncertain about the blueprint for success.” Also, “It’s a huge disruptor in the marketplace, and no one has figured how to capitalize on it.”• Artificial intelligence: “Everybody is talking about it.” Also, “We don’t know much about how to engage the AI world and need to plan for it.”• All-inclusive marketing: “Our shopper strategy has a 360-degree approach and we would like to ensure we learn new trends to keep up with consumer needs.” Meanwhile, one respondent who chose “all-inclusive marketing” as least valuable wrote: “This has become white noise with consumers and is often divisive.”We left it open for respondents to suggest an alternate topic. Among those identified were customization (“Because that is what the customers are asking for”) and new and exciting products (“It’s the only way we can grow the business”).

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