Looking Ahead – Trends for Summer 2020

Early 2020 proved to be very different than any of us could have ever imagined. Who knew toilet paper would be such a hot commodity? We’ve sat with our uncertainties and welcomed new habits and as we move into warmer months, we’re destined to find adjusted summer behavior as a result of pandemic times. Many of our communities and regions are being transitioned slowly into phases of reopening. Carbs are winning the battle during this period of lockdown, with many compassionately allowing homemade baked goods into their test kitchens. Companies are embracing remote-work scenarios and adopting them long-term or allowing future flexibility. 

Our lifestyles and spending habits are adapting and maybe even some unexpected new dependencies have risen. Paving a path to summer, consumers have control right now in moving certain products and industries forward in order to cope with new lifestyles. 

Only time will tell which trends will stick past our shelter in place orders but here are some of our leading product predictions for summer:

There’s No Place Like Home

We may have dreamed of sun-soaked picnics and poolside cookouts but large gatherings are still being assessed for health risks. A homebody culture is now on the mind as that “new normal” everyone is talking about. According to Nielsen surveys, Americans are preparing to hunker down for the long haul.

If you’re a fan of good ol’ home cooking, you’re in luck because a trend that will stick past SIP orders is leaning heavily toward staying home according to Nielsen data. Takeout and delivery services are seeing more growth as the homebody nature spreads. We have begun to rely on services which will allow us to comfortably stay put but still enjoy our favorite foods and restaurants. 

We are also much more likely to try experimenting with cooking techniques and upgrading our eating and drinking habits. Much like the major coffee glow-up and instagram-worthy trend of Dalgona (whipped) coffee. Another prediction that will keep us home and save us a carefully-distanced trip to the coffee shop is gourmet and canned coffee. No need to give up your coffee shop routine and iced coffee cravings when we can find high-quality canned coffees in many retail stores. 

If you’re in need of some dinner inspiration but don’t want to spend a lot on fully stocking your kitchen like a cook-show pro, our next prediction is subscribing to meal kits and recipe box delivery services. These can meet both your budgetary caps as well as your dietary boundaries. With the convenience of having meals sent directly to your home and the convenience of online ordering and customizing, kits and recipe boxes are sure to increase in popularity as we stay safe at home. 

Socializing-In-Place

Will it be another Hard Seltzer Summer? Hmm…maybe not! My fellow shut-ins, we’ve been sucking down so much Truly Hard Seltzer that we might have affected the stock available for summer sipping! According to Brewbound News, Boston Beer Company can’t keep up with the high demand for popular brand Truly. 

Boston Beer tried with all their might to stock up their distributors with plenty of product, preparing for the big Memorial Day and summer rush. They hadn’t anticipated everyone filling their pantries and garage fridges with beverages to last them for weeks that turned into months. 

We have to agree, Truly Hard Seltzer and their new Hard Seltzer Lemonade are perfect drink pairings for warm weather. The company is poised to open a new canning line in Memphis this month in order to double their production of Truly in preparation for the summer. The warm summer months and holiday weekends are huge peaks for sales of hard seltzers. Unfortunately, there’s just not enough to go around right now. Let’s hope by the 4th of July production ramps up to meet our unstoppable urges to hoard goods and socialize in place. 

Summertime and the Living’s Easy

It’s no surprise that low calorie and low sugar beverages like hard seltzers are seeing record-breaking sales. We have the millennial consumers to thank for the new, health-focused varieties of products on the shelves. Younger generations are leading the shift of better-for-you beverages. Our last prediction for summer is health-focused snacks and beverages. 

Convenience is key, as we found out last summer while launching healthy snack and beverage brands in 7-Eleven markets throughout Southern California. Seeing the availability of snack foods that align with our diverse dietary needs and food allergy restrictions is empowering. As we all continue to be intentional about our shopping trips, being able to find the items we want in convenience stores and variety in grocery stores will be essential to sales. Plus, we all want to imagine ourselves just a little bit healthier and stronger on the other side of this thing. 

We’d love to hear from you if you agree with any of these predictions. Mirus is keeping focused on consumer preferences and trends. Let us know how we can help your brand keep in front of consumers this summer!

Written by: Jeannine Boisse