Moose Trend Tracker: June
We analyze data every month to help you stay on top of what’s trending. Explore some of our latest discoveries.
Growth in ready-to-drink (RTD) cocktails during 2020 was led by consumer interest in more flavors, especially in hard seltzers, which surged by 130%. It is expected to become the second-largest alcoholic beverage category in the U.S.
The volume of RTDs consumed recently overtook the spirits category and is expected to surpass the wine category by the end of 2021.
Of respondents said they prefer a gin martini to a vodka martini when asked by Vinepair. This is in line with wider consumer trends favoring gin in recent months.
Moreover, martinis are expected to be a top summer cocktail, with Yelp review mentions up 65% for lychee martinis and 63% for espresso martinis.
SPORTS & FITNESS
Marked Americans’ peak interest in at-home fitness equipment. However, excitement for at-home workouts has waned and is now at an all-time pandemic low as Americans begin heading back to gyms.
As of last month, traffic at gyms nationwide was back to 83% of January 2020 levels, and down just 6% from the same period in 2019.
(CNBC, June 2021)
Of millennial millionaires have at least 25% of their wealth in cryptocurrencies.
Many Gen Z and young millennial investors initially turned to cryptocurrency as a way to avoid traditional financial institutions, and some have spent the bulk of their savings on these types of investments.
Instead of traditional investments, many Gen Z and young millennial investors are focused on cryptocurrency and the technology that surrounds it.
(CNBC, June 2021)
Of U.S. adults (especially women) who shopped less often in person over the past year expressed excitement to return to brick-and-mortar stores.
- About three in five American adults said they would prefer to shop in-store at grocery stores/supermarkets (68%), drug stores (64%) and value stores (62%) after the pandemic ends.
- 21% of Americans plan to shop more often with e-retailers while 78% plan to shop online the same amount after the pandemic.
- About one in five Americans plan to visit shopping centers and traditional indoor malls less frequently than they did before the pandemic.
(YouGov, June 2021)
Trends And Social
People are members of The Escapees RV Club, one of the largest and most active RVing communities in the world. While the community existed pre-covid, the club and others like it are likely to grow with the work-from-anywhere, digital nomad trend, which emerged in response to companies increasing flexibility for employee workplaces.
(Forbes, June 2021)
Of 13-39-year-olds said their phones are the device they use most regularly to keep up with news, with TV coming in as a distant second at 41%.
- Millennials were slightly more likely than Gen Z to rely on their phones for their news, at 75% of Millennials compared to 68% of Gen Z.
- 65% of Gen Z and 63% of Millennials say they use YouTube to get their news.
- 59% say they keep up with news more through video than via text, with Gen Z Americans’ (64%) reliance on video being stronger than Millennials’ (58%).
(YPulse, June 2021)
Of new high-school graduates enrolled in college last fall, which is the lowest enrollment in the last 20 years, according to the Bureau of Labor Statistics. The Wall Street Journal reports that the decline in enrollment is likely due to students taking alternative pathways because of the pandemic; instead they focused on finding full-time jobs or moving.
(The Wall Street Journal, June 2021)
Collabs & Partnerships
Christian Louboutin partnered with Idris Elba and Sabrina Elba to support the Black Lives Matter Movement with “Walk a Mile in Their Shoes.” The project includes a 20-piece capsule collection meant to, “look and be open and understanding to those around you who may not have the same privilege in life and are facing systematic injustices that we all need to rally against,” stated Idris Elba. All proceeds of the collection will go to five nonprofit grassroots organizations across the globe.
(The Hollywood Reporter, June 2021)
Stella Artois partnered with luxury skincare brand Soleil Toujours to create a Solstice Sunscreen, inspired by Stella Artois Solstice Lager. The product, which launched on June 20, was a strategic decision to broaden drinking occasions for Stella Artois and introduce the beer to a new audience. This is the second partnership by these two brands, the first being the Port De Stella pop-up experience in Miami during Super Bowl LIV.
(Brand Innovators, June 2021)
Consider how to support PRIDE all year long, and authentically. Rich Ferraro, chief communications officer at GLAAD, said, “There’s power in brands participating in Pride Month, and it’s important for their employees and their consumers to see support for the community during Pride Month. But it can’t just be during Pride Month. If a brand doesn’t have a 365-day-a-year plan for LGBTQ inclusion, they really need to prioritize that over prioritizing a one-off Pride campaign.”
(CNBC, June 2021)