Cocooning – Consumer TrendSights Analysis, 2023 Update

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Cocooning – Consumer TrendSights Report Overview

The cocooning trend has given rise to “insperiences”, which are affordable alternatives to traditional out-of-home experiences within the home. Such “insperiences” can range from replicating restaurant-quality food with “fake-away” meal kits sold by retailers. This growing trend was accelerated by the COVID-19 pandemic, as consumers sought to maintain their lifestyles and activities amid lockdowns and restrictions.

The desire to shift consumption occasions from the outside world into the home reflects anxieties around health, hygiene, and financial constraints. Such anxieties create a need for products and services that enable safer and easily accessible alternatives to traditionally out-of-home experiences.

“Cocooning-Consumer TrendSights Analysis” report investigates the deliberate retreat of consumers from the outside world into the home, and its implications for brands across the FMCG space. The report explores the factors influencing this phenomenon, the response of brands, and the implications for both brands and retailers.

TrendSights: Cocooning

TrendSights: Cocooning

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Key Trend Drivers •       Health and Hygiene Concerns

•       Financial Pressures and Economic Anxiety

•       Post-Pandemic “New Normal”

•       Age of Connectivity

•       Desire for Calm and Relaxation

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Cocooning Trendsights - Importance

Even though consumers value experiences and leisure activities highly, out-of-home experiences may be perceived as a risk to health and financial stability. The cost-of-living crisis and COVID-19 pandemic have further amplified perceived health risks and financial pressures. Therefore, cocooning has become a global trend aided by growth in e-commerce and the smart delivery of food, beverages, and miscellaneous items via apps.

Key Trend Drivers in the Cocooning

The key factors driving cocooning are health and hygiene concerns, financial pressures and economic anxiety, post-pandemic “new normal”, age of connectivity, and desire for calm and relaxation.

Age of connectivity: Owing to technology and increased usage of digital devices, ordering products directly to the home is extremely easy, while virtual and augmented reality devices look to rival entertainment experiences.

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Cocooning – Innovations by Brands

The cocooning trend varies by sector and product category. This trend can only be followed in cases where particular activities or occasions can be replicated in the home. In retail, for instance, “fake-away” meals are proliferating in supermarkets to facilitate a wide range of takeaway and restaurant-style foods at home.

Eveline Cosmetics nail serum, Poland: This hardening nail serum is said to offer a rebuilding treatment for damaged nails. This product could entice consumers seeking to improve their nail health, aligning with the well-being trend, but also cocooning since the launch provides an at-home nail treatment.

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Cocooning – Future Outlook

Product innovation should focus on improving convenience for consumers. This will help increase the perceived value of products and services despite the marginalization of disposable incomes amid the cost-of-living crisis. Brands must leverage smart home technology and integrate Web3 solutions to offer consumers products and services tailored to their individual needs, as well as more immersive “insperiences”.


• Concern over outside contaminants like pollution is considerably higher for consumers than indoor contaminants.

• Numerous financial pressures such as the impact of inflation or the cost of fuel are driving cocooning behaviors among consumers.

• Manufacturers are aligning with the trend by offering solutions such as salon-like results and elevated cocktail experiences within the home.

Key Highlights

  • Concern over outside contaminants like pollution is considerably higher for consumers than indoor contaminants.
  • Numerous financial pressures such as the impact of inflation or the cost of fuel are driving cocooning behaviors among consumers.
  • Manufacturers are aligning with the trend by offering solutions such as salon-like results and elevated cocktail experiences within the home.

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  • Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is impacting the industry.
  • Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
  • Access valuable strategic take-outs to help direct future decision-making and inform new product development.

Eveline Cosmetics
Asahi Breweries
Henkel (Schwarzkopf)
Heinz Foods

Table of Contents

1. TrendSights: Cocooning

• Trend Overview

• What?

• Why?

• How?

• What Next?

2. Appendix

Frequently asked questions

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