The independent report, commissioned by Amazon.co.uk and informed by Martin Raymond, co-founder of The Future Laboratory, used future-forecasting to identify six key trends for this summer:
Fresh is Best
The kitchen will become the heart of the home and we will grow and ferment our own produce using aquaponic kits (a Future Laboratory product to watch) as grow-your-own kits are becoming ever popular. Sales of home-made cheese kits are up 676% year-on-year on Amazon.co.uk, grow-your-own mushroom kits are up 206% year-on-year and sales of beeswax wrap – an eco-friendly clingfilm replacement – have increased 554% year-on-year.
The Future Laboratory predicts vegetables and fermented products will take centre stage as we perfect the art of preparation, mincing, stuffing and dicing – and indulge in exotic fermented ingredients such as koji kvass, Jun tea and tempeh.
Brits are purchasing insta-worthy home accessories that will encourage social media likes. Amazon.co.uk sales data shows indoor plants have increased of 226% year-on-year, while The Future Laboratory predicts that drinks trolleys in Coral Pink (Pantone 16-1546 Living Coral is Pantone’s Colour of the Year for 2019) and even at-home professional photography kits will trend as Brits look to get the perfect shot.
Technology will remain a big trend according to The Future Laboratory, as voice-enabled services – such as Amazon’s Alexa – help keep guests entertained and we will welcome more smart items (such as portable smart tables) into our homes.
The Future Laboratory predicts that man’s best friend will dine on veggie pet food and sup on dog-friendly rosé or beer (sales of Not in the Dog House Dog Treat Gift Sets featuring rosé and beer are up 260% year-on-year) while relaxing on luxury memory foam beds (sales of which are up 107% year-on-year).
Pets will also be spoiled with pet-icures (pawdicure dog nail polish sales have increased by 188% year-on-year on Amazon.co.uk), along with products such as soothing skin mud face masks.
Entertainment experiences will head outdoors this summer, as British gardens are transformed into open-air cinemas. Amazon.co.uk has ‘everything you need to create your own backyard cinema’ according to The Future Laboratory including outdoor screens, outdoor projectors, firepits and pizza ovens. Popular products designed for outdoor entertaining also include Bluetooth speakers (with sales up 497% year-on-year) and fairy lights (up 527% year-on-year).
This season’s most covetable fitness accessory is predicted to be your workout buddy or ‘Fit-Fam’, be that a parent, child, colleague, sibling, friend or stranger, as multi-generational and social fitness communities come to the fore.
Amazon.co.uk has seen a surge in sales of partner, group and family-related sporting equipment including boxing gloves (with sales up 223% year-on-year), Fearne Cotton’s Yoga Babies Guide (up 196% year-on-year), tag-along trailer bikes (up 133% year-on-year) and junior cricket sets (up 204% year-on-year). The Future Laboratory predicts kids’ yoga mats are also a trending product to watch.
The traditional family holiday is changing. This summer is all about ‘fly-and-try’ travel, designed for those seeking new experiences that will push them outside their comfort zones.
Brits will choose authentic experiences focused on adventure (sales of adventure backpacks are up 110% year-on-year), wellness (sales of wellness oils travel sets are up 571% year-on-year) or just pure escapism (noise cancelling headphones are up 164% year-on-year).
Generation Z are looking to find unique and creative ways to document their travels using instant cameras (up 561% year-on-year) and The Future Laboratory predicts that drones designed to capture aerial footage will continue to rise in popularity this summer.