Consumer Behavior Trends

If I told my dad that people are building 1000 crore+ companies in this category, he'd be in complete disbelief. Yet, India’s first pet-care D2C brand hit unicorn status, Drools, & what a moment it is! A lot of times that I discussed of pet care as a serious consumer category in India, I’ve heard the same thing: "This won’t scale." "It’s niche." "It’s just a rich metro thing." But, like many spaces in India it’s now having its moment. People are no longer just grabbing whatever food is available at the local shop. They’re asking vets what to buy, reading ingredient labels, ordering expensive kibble & reordering it the next week. And the people driving it are who you'd actually expect... - DINK couples - GenZs & millennials living alone - Empty-nesters looking for companionship (DINK = Double Income No kids if you were figuring it out :) ) Because like with beauty, skincare and baby care - this market unlocks when emotion meets education. India’s pet population has already crossed 42M+ with a market size: ₹87,000 Cr → projected ₹1.34L Cr by 2032. Although our household penetration is just ~3% (vs 60%+ in the West) - this is exactly what makes this space so interesting. There’s scope for growth and we’re not following global playbooks. We’re building the category our way: through mobile-first discovery, trust-first buying, and care that starts before the product does. Plus, it is exciting to see how different brands are approaching this transformation. - Vetic is doing everything from medicine to wellness. - Heads Up For Tails is turning pet retail into an experience. - Supertails is disrupting the online playbook - Absolut Pet is leading the way in supplements - BLEP Pet Food is scaling strongly in fresh food with very deep retention  Each one is solving something different but all of them riding the same behavioral curve. So yes, Drools made history but it also reaffirmed my belief that we're witnessing an entire sector formalize at scale with speed 🙌 India is changing. Income is rising and with that discretionary spending is getting there. Humanization of our furry friends is a real theme. They’re being treated the same way we do our children. And, this will drive growth in the next decade. Agree? I’m sure all pet owners will :) PS: Aisha won’t settle with a dog. She’s now looking at a pony 🤣    #petcare #startups #investments #unicorn

If we treated this like any other economic shock, we’d call it what it is: a structural failure. In my latest Fortune byline, I break down why the U.S. labor market is diverging along lines of race, gender, and pay: 🔹 Black women down 297,000 jobs since February 🔹 Men up +621,000 jobs 🔹 673,000 women still missing from the workforce since the pandemic 🔹 Job growth concentrated in the lowest-paying sectors for women 🔹 Pay gaps widening (again) This is not happening by accident. It’s happening by design. When the most educated female cohort in the country is pushed out of stable, high-wage sectors, and concentrated in the lowest-paying ones, that is a policy choice. When we continue to count only who is in the labor market, and ignore who has been pushed out, that is a modeling failure. And when we treat women’s economic participation as optional rather than foundational, that is a national risk. The Exit Economy is what emerges when exclusion becomes the operating system. It doesn’t just cost women. It costs the entire country. #GenderEconomist #LaborMarket #EconomicEquity #WomenAndTheEconomy #BlackWomenAtWork #IntersectionalEconomics #JobsReport #EconomicData #FutureOfWork #EquityAsEconomicStrategy Nick Lichtenberg Emma Hinchliffe Jessica Sibley AJ Hess Ray Vanessa Mobley Rachel Wolfe

The most expensive mistake in business is assuming your customers will never change. Last year, something shifted in Indian retail. Gen Z (377 million) overtook millennials (356 million) to become our largest consumer group, influencing $40-45 billion worth of apparel and footwear purchases. But they're not shopping at the stores we built for them. [Et Retail] Brands watched their growth collapse in just 12 months. → ZARA fell from 40% to 8% growth, [Et Retail] → Levi Strauss & Co. crashed from 54% to 4% growth [Et Retail] → H&M dropped from 40% to 11% growth [Et Retail] Here's why the growth has slowed down: 📌 Gen Z discovered new brands like Freakins and Bonkers Corner, offering trendy clothes at ₹500-800 📌 They chose self-expression over brand loyalty 📌 70% of their shopping moved online, heavily influenced by Instagram 📌 They demanded inclusive sizing (XS to XXL) and unisex options that legacy brands ignored Take FREAKINS, which clocked ₹25 crore in FY2023, or Bonkers.corner, clocked ₹100 crore. [The Economic Times] [Et Retail] These brands understood what Gen Z wanted: crop tops, baggy clothes, Korean pants, and oversized tees at prices that let them experiment with three different outfits daily. Body positivity isn't a marketing campaign for this generation. It's how they think. When they couldn't find the sizes or styles they wanted at premium stores priced at ₹1,200-1,500, they simply went elsewhere. Myntra saw the shift and launched FWD with ₹500 price points. The result was explosive: 100% year-on-year growth and 16 million Gen Z users, who now represent one in three e-lifestyle shoppers. [Et Retail] Legacy brands bet that Gen Z would "grow up" and pay premium prices. Instead, 377 million young Indians chose values over logos. The most expensive mistake in business? Assuming your customers will never change. What changes in your customer base have surprised you recently?

The Future of Shrimp is no Longer Head-On: The Convenience Generation (Z & Alpha) is Redefining Global Demand! As a seafood exporter, trader and market analyst, we’ve historically operated on the premise that volume is king (Head-On and Headless Shell-On shrimp). But it's time to adjust our product strategy. The evidence is clear: the new consumer generations (Gen Z and Alpha) aren't buying a product; they are buying time and convenience. My Prediction for the Value Chain: Peeled and Deveined Tail-Off (PND) shrimp, the "happy protein" will climb the ranks to become the primary global demand segment within the next decade. Trend Analysis: 1) Priority: Speed and Simplicity: Gen Z seeks versatile, quick, and healthy proteins. Shrimp is ideal, but the process of de-heading, peeling, and deveining is an unachievable barrier. PND eliminates that friction point. 2)Yield vs. Value: A Head-On (W/H) shrimp yields only about 50-52% in PND product (the edible meat). While W/H shrimp remains fundamental for certain culinary markets (e.g., Asia/China), the growth in Margins and Value-Added (VA) is found exclusively in the consumer-ready presentation. 3)The New Demand Hierarchy (Prediction): 3.1 PND Shrimp (Ready-to-Cook): Primary focus and highest growth. 3.2 HLSO Shrimp: Secondary demand (for dishes requiring tail aesthetics). 3.3 Head-On: Niche demand (industrial use or traditional cooking). Promotional campaigns, such as those driven by the Global Shrimp Forum, will only reinforce shrimp's image as a healthy, easy-to-access protein. Time in the kitchen is a luxury, and the young consumer is willing to pay to get it back. Question for the linkedin community: Are you adjusting your farming and processing capacity plans to focus on the peeled shrimp? Or will Head-On demand maintain its relevance longer than I anticipate? #SeafoodTrading #Aquaculture #Shrimp #GenZ #FoodTrends #ValueAdded #ShrimpGlobalCouncil #DavmercorpSA #JohnDrShrimp 

Gen Z is drinking less. And smart brands are cashing in on this trend. Across the board, Gen Z is ditching booze (compared to previous generations). Not because it’s uncool - but because the lifestyle that comes with it is outdated. Wellness, clarity, control > hangovers, burnout, chaos. And it’s not a niche trend anymore. Drinking among under 35s dropped from 72% to 62% over the last two decades. The brands that are winning aren't fighting it. They're looking for ways to capitalise. Look at De Soi - a non-alcoholic apéritif brand co-founded by Katy Perry. Beautiful branding, adaptogen-infused formulas, and built from the ground up for the sober-curious crowd. Yes, they had a massive boost by being founded by a celeb. But it wouldn't have survived if it weren't for the products and what they built around it. Sharp visuals, sophisticated positioning, and lifestyle-driven social media. It doesn’t pretend to be alcohol. It reframes the occasion entirely. That’s the play - not just removing the alcohol - but replacing the feeling with something better. If you’re a brand in the beverage space still banking on nostalgia or shelf presence, you’re missing what Gen Z actually wants: Control, wellness, and brands that speak their language.

I've been reflecting on one major trend from last year that I feel will be hard to ignore in 2025: Gen Z’s relationship with brands and social media. This generation doesn’t just consume content, they drive it. And they do so with a level of authenticity and transparency that demands our attention. For Gen Z, brand loyalty isn’t built on flashy ads or influencer endorsements alone. It’s about values. It’s about knowing what the brand stands for and aligning with causes they care about: be it sustainability, inclusivity, or social justice. Here’s how I’ve been thinking about this shift as an entrepreneur: For Gen Z, being true to themselves is really important. They want brands that embrace uniqueness and support personal expression. To connect with them, we need to be authentic and offer products and messages that let them express who they really are. Social Media is the New Word of Mouth: If you’re not engaging in the conversations Gen Z is having on social media, you’re missing out. They trust their peers and online communities more than traditional advertising, and their feedback is immediate and powerful. Experience Over Projection: For this generation, it’s not just about seeing an ad but engaging with a brand in a meaningful way. Whether through personalized experiences, interactive campaigns, or exclusive content, creating a connection is more valuable than ever. Gen Z is not just shaping the future of business but is redefining what it means to build loyalty and trust. Is your brand ready for this shift?

The seafood industry is evolving faster than ever. Consumer preferences are shifting, and staying ahead means embracing innovation, transparency, and meaningful connections with customers. Here are my thoughts on what’s trending for the year ahead and what we need to leave behind: ✅ What's In for 2025 📦 Ready-to-Cook Convenience - Consumers want marinated, portioned, and oven-ready options. 🐙 Tinned Fish Renaissance - Beautiful packaging, premium products, and social media-worthy moments are driving this boom. 🐟 Animal Welfare - Companies that fail to prioritize this critical piece of sustainability risk becoming unrelatable and disconnected from consumer values. Respect for the animals in our supply chain is non-negotiable in 2025. 🍣 Sushi and Experiential Dining - Think, at-home sushi kits and seafood-focused culinary experiences. 🤝 Collaboration Across the Value Chain - 2025 is the year to embrace collaboration and highlight the synergies between these vital sectors. ❌ What’s Out for 2025 ❄️ The “Fresh Only” Narrative - Let’s stop perpetuating the outdated notion that fresh is always better. 📉 Ignoring Younger Consumers - Gen Z and millennials are leading seafood consumption. Ignoring their preferences for health, sustainability, and convenience is a missed opportunity. 👀 Bland Packaging - Retail is visual, and seafood can’t afford to look boring. 🤫 Silence on Sustainability - If your product’s story isn’t front and center—its origins, certifications, and environmental impact—you’re leaving money on the table. ❌ Comparison Marketing - In 2025, we need better, more creative marketing strategies that celebrate all types of seafood. This tired approach only confuses consumers and doesn’t drive meaningful engagement. 🛒 Ragging on Grocery Store Seafood - Disparaging grocery store seafood not only alienates consumers but undermines efforts to make seafood approachable and inclusive. 
Consumers are hungry for seafood that is convenient, high-quality, ethically sourced, and thoughtfully marketed. The industry has a unique opportunity to grow by addressing their demands with creativity, transparency, and collaboration. #seafood #seafoodmarking #2025trends

Whole Foods Market: food trends follow values, not fads Whole Foods Market – the US-based natural and organic retail chain (part of Amazon, over 500 stores, ~$22B revenue) – just released its annual food trend forecast for 2026: The Next Big Things. --> https://lnkd.in/edC5Mvxn Curated by the Whole Foods Trends Council, the report reveals how evolving consumer values around health, sustainability, and lifestyle are reshaping the food landscape. Here’s what stands out: 🔹 Tallow Takeover Animal fats like tallow are making a return, as consumers move away from industrial seed oils and revisit traditional fats. → Indicates a broader shift from plant-based purity to a more “ancestral” approach to eating. 🔹 Focus on Fiber Fiber is stepping into the spotlight, especially for gut health, satiety, and overall wellness. → Reflects how microbiome health is entering mainstream nutrition awareness. 🔹 Year of the Female Farmer In line with the UN’s declaration of 2026 as the International Year of the Woman Farmer, there's growing recognition of women-led agricultural ventures. → Puts diversity and inclusion at the center of food production. 🔹 Kitchen Couture Design-forward packaging is transforming everyday staples into display-worthy kitchen objects. → Highlights the increasing role of branding, aesthetics, and self-expression in food purchasing decisions. 🔹 Freezer Fine Dining Chef-crafted frozen meals with global inspiration and clean labels are redefining the frozen aisle. → Convenience is no longer at odds with quality or transparency. 🔹 Very Vinegar Vinegar – especially small-batch and drinkable formats – is gaining traction for both flavor and function. → A signal of fermentation culture and acidity becoming wellness tools. 🔹 Sweet, but Make It Mindful Natural sweeteners, fruit-based desserts, and smaller portions are reshaping indulgence. → It’s not about restriction, but about intentional choices. 🔹 Instant Reimagined Premium instant foods and beverages – from lattes to meals – now deliver on taste, nutrition, and clean ingredients. → A rising category for time-poor, quality-conscious consumers. Whole Foods Market remains a reliable indicator of conscious consumption trends in the North American food ecosystem – often with global ripple effects. Europe here we come ;-) #foodtrends #retailinnovation #consumerbehavior #fmcg #foodtech #ecommerce #retailstrategy #omnichannel #healthyfood #naturalproducts #packagingdesign #conveniencefood #sustainability #agriculture #femaleempowerment #nutritiontrends #futureoffood #cleanlabel #microbiome #fermentation #guthealth #sweeteners #frozenfood #instantramen #globalcuisine #wellnessindustry #us #northamerica #wholefoods #amazon #foodsystem

Hotels are betting on longevity. Let’s break it down: High-end hospitality is evolving. Guests aren’t just coming for rest, they’re also coming for optimization. The rise of "wellness tourism" means the top hotel brands are becoming centers for diagnostics, recovery, and peak performance. But creating a true health destination takes more than just a "sauna" or "juice bar". Here’s the real model: ✅ 𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝗱𝗶𝗮𝗴𝗻𝗼𝘀𝘁𝗶𝗰𝘀, 𝗻𝗼𝘁 𝗱𝗲𝗰𝗼𝗿 Bloodwork, biological age testing, VO2 max, microbiome kits. Low infrastructure, high insight. It’s the unlock for personalization, and loyalty. ✅ 𝗕𝗿𝗶𝗻𝗴 𝗰𝗹𝗶𝗻𝗶𝗰𝗮𝗹 𝗲𝘅𝗽𝗲𝗿𝘁𝗶𝘀𝗲 𝗶𝗻-𝗵𝗼𝘂𝘀𝗲 MDs, NPs, and functional health pros alongside movement and nutrition experts. Guests don’t want a list of services, they want a plan that makes sense. ✅ 𝗟𝗮𝘆𝗲𝗿 𝗶𝗻 𝗼𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻 𝘁𝗼𝗼𝗹𝘀 Hormone therapy, hyperbaric, NAD+ IVs, red light, breathwork. From luxury to longevity, this is what turns guests into long-term clients. ✅ 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗲𝗱 𝗼𝘃𝗲𝗿 𝗽𝗿𝗲-𝗽𝗮𝗰𝗸𝗮𝗴𝗲𝗱 Generic retreats are out. Tailored protocols based on biomarkers and goals? That’s what brings them back. ✅ 𝗠𝗮𝗸𝗲 𝗵𝗲𝗮𝗹𝘁𝗵𝗰𝗮𝗿𝗲 𝗰𝗼𝗻𝘁𝗶𝗻𝘂𝗼𝘂𝘀, 𝗻𝗼𝘁 𝗲𝗽𝗶𝘀𝗼𝗱𝗶𝗰 Offer re-testing, app-based progress, supplement delivery, remote consults. Guests leave with a roadmap, not just a short-term experience. 🏨 Early movers: → SHA → Six Senses Hotels Resorts Spas → Lanserhof Group → Aman → Equinox Hotels The future of hospitality isn no longer just about five-star service. These are places to recharge. Longevity isn’t a trend. It’s becoming the new standard for wellness travel. And the best hotels are getting ahead of it. 👉 Which brand do you think will get there first? ♻️ Repost if you see this shift coming, and follow Delphine Le Grand for more on where hospitality meets healthspan.