TREND BOARDS 2024

RAYWARE TREND REPORT 2024+

WELCOME Welcome to the Rayware Trend Report 2024+ We start by looking at four consumer personas, outlining their sentiments for 2024 and beyond. You will notice how their outlook on the world varies and we have drawn connections with how these groups shop, decorate their homes and the products they are likely to purchase. Maybe you see yourself in one or two of the characters; there are definitely common themes throughout the four profiles, a ‘shared need for realignment – with themselves, their world and the planet.’ We have also included an overview of the latest food and drink trends - perfect for photography and recipe inspiration as well products themed around certain cuisines. Moving on to aesthetic trends, there are six we have identified. You will notice that some are a clear continuation of trends we have seen developing over the last few years, with plenty of updates for the upcoming year and beyond too! Consider shapes and texture as well as colour and finishes. We hope you find it interesting to connect the personas through into the visual references and ultimately use the trends, with the Rayware brands in mind, to inspire future products, packaging, marketing activity and more.

Consumer Persona Trends Stress(less) Intentional Compassionate Immersive Food & Drink Trends CONTENTS

Aesthetic Trends Key Colours

Sensitive Pastels Warm Optimism Mindful Vintage Not Too Little, Not Too Much

Quiet Luxury Digital Dream

CONSUMER PERSONAS

THE STRESS(LESS) CONSUMER Steady as she goes... After more than three years of uncertainty and being overwhelmed by data smog and micro change, this character profile is weary and wants regularity in their daily home and work lives. The stress(less) consumer is looking for consistency to maintain control and a healthy work-life balance. They will opt for frictionless commerce, backed up by a seamless consumer experience that is as speedy as possible. For these consumers, efficiency can be achieved on different terms and the concept of working smarter, not harder, has become a mainstream sentiment.

THE HOME

Colours are inspired by the natural materials of wood, marble and stone, giving them a comforting and reassuring quality that doesn’t overwhelm the senses – perfect for environments that require focus. Warming neutrals are also versatile and timeless enough to have long-term appeal, making them ideal for consumers who are making their hybrid home set-ups more permanent.

Smart technology increasingly becomes discreet and more ambient – embedded, invisible in the home. Anything that can serve multiple functions or shape shift as our needs change will have a stronger appeal - flexible homes to adapt to us. Hybrid working set-ups become more long-term and comfortable.

Comfort will be a key motivator and this trend will spill over into the realm of stress-relieving treats and indulgences. Cocooning curves, plump forms, tactile surfaces, soothing colours, and soft, breathable materials used for furniture, apparel and tech accessories. With financial uncertainty on the horizon, the comfort of familiar retro styles will also remain popular, updated with fresh colours and materials.

People explore broken-plan spaces that can accommodate a range of purposes.

THE INTENTIONAL CONSUMER Just enough... is enough!

THE HOME

Amid a time of uncertainty, the intentional consumer redefines their meaning of success. Driven less by blind consumerism and more by conscious consumption, these consumers prioritise sustainability and ethical choices. They value transparency in where products and services come from, and are embracing the conviction that many small actions have the collective power to make a difference. The climate crisis has led people to prioritise energy efficiency at home. In the kitchen, we will see technology become a key tool for intentional living, enabling more efficient meal prep, healthier eating, and less food waste.

services that will appeal to more resourceful lifestyles amid financial uncertainty. The colour green symbolises growth and hope, while earth tones signify stability, dependability and timelessness. Both are closely associated with nature and security, and will resonate with the shift towards regenerative and self-reliant lifestyles, de-cluttered designs, and a focus on living in harmony with the habitats that support us.

Having a clean home doesn’t just mean that we’ve swept, mopped and dusted, today it means clean living. Not only does this include our shopping choices and eating habits, but there is an increased focus on generating clean energy. Expect this consumer to adapt and invest their interiors to be more efficient as well as having a visual and harmonising appeal. Repair and recycling are helping to solve the problem of rampant waste. These consumers look out for initiatives that encourage

DIY, resale and repair of apparel, interiors and tech. These consumers are more likely to shop locally and seasonally. Expect to see more climatarian cuisine (food chosen based on its carbon footprint), with less packaging, or no packaging at all with refillable product solutions. They seek out brands with wellness focused solutions, who tell the story of how they are actively helping people and the planet, and offer products and

THE COMPASSIONATE CONSUMER De-clutter and refocus... The compassionate consumer seeks a restorative home, one where boundaries between work and relaxation are defined. For these consumers de-cluttering and simplifying their lives helps them cope with the stresses of the past few years, allowing physical and mental space to refocus. Their home is increasingly seen as a haven for self-care. This will continue amid the economic uncertainty of the coming years, as consumers seek affordable moments of indulgence and healing at home.

THE HOME

The bathroom is a key area for focus followed by the garden, bedroom and finally the kitchen. This confirms there are opportunities throughout the home to enhance healing and wellbeing, from anxiety reducing food and drink to calming bathing rituals. Plants make us happier, and interest in green homes filled with foliage continues to be important. Nature will continue to be a vital and affordable way for consumers

to modulate their moods and enhance their wellbeing amid the challenges of the coming years. This will present opportunities from indoor trees and herb growing kits aimed at treating specific ailments. There will be a rise in Sensorial Design, with colour psychology also playing a key role; tones are chosen not only for how they look, but also how they can make us feel.

Pastel colours aid mindfulness, clarity and calm in the home; the tinted shades have a versatility that makes them uniquely inclusive. They are soft and serene enough to work in a range of contexts, from paint and tiles to apparel and tech. Lavender is especially noteworthy, being directly related to rest and recuperation, and increasingly popular across a broad range of other product categories for all genders.

THE IMMERSIVE CONSUMER Everything, all at once...

THE HOME

Viewed as the new world hybrid, this consumer type is racing towards the future - one foot in the real world and the other planted firmly online! They’ll pay with crypto while dining in-person. They will unlock meta rewards to be used for real life products. They’ll invest in NFT artwork to be displayed in their homes. They are not fearful of tech, but hopeful. The immersive consumer is interested in brands that compliment physical goods with connected content. ‘Gamification’ increasingly appeals too. Earning rewards and levelling up purchases through loyalty schemes will grow in popularity as these consumers seek greater value from their choices.

Immersive virtual worlds will be increasingly influential in the aesthetics of physical spaces, and the boom in craft and DIY will see people take a more free spirited approach to colour. Expect consumers to become more confident about using bold brights in the home, either as accents or all-over applications. The economic downturn will also see more people using bright colours as a pick-me-up in hard times.

For our immersive consumer, home is a place to play. Like so many other aspects of life, play and entertainment became more embedded in homes during the pandemic, and this will continue into a period of economic downturn. This will take shape in two ways. On one hand, the escapist appeal of screen-based entertainment will become a bigger focus as the metaverse develops, opening up opportunities for brands to

establish a presence and sell products in virtual spaces.

On the other, the tactile pleasures of cooking and hosting will drive purchases, as restaurant visits and vacations become less frequent, and people will look to hone skills they developed during the pandemic. Play and entertainment will also influence how we decorate our homes, giving rise to more expressive and joyful aesthetics.

FOOD & DRINK

FOODS FOR THOUGHT

NEW TO THE MENU • Consumers are still looking for a new spice and experience in their lives that have Asian roots . Through experimentation during the Covid days, meals such as Bibimbap that utilise fermented veg provide a new flavour experience relying on the fermenting tang rather than ground spices. • Mexican food is still popular particularly with its adaptability. The burrito and quesadilla have been the go-to for something different when ordering a take-away. • Sushi is on its way to replace the traditional sandwich meal deal when working at the office. Its improving

GOOD FOODS • Mintel believes that in 2023, more people “will look for food and drink that influence cognitive capacity , manage stress levels and optimise brain function”. Some examples of “brain food” include oily fish, broccoli, blueberries and wholegrains. • NHS guidelines recommend that we eat fish twice a week. Peoples’ awareness to cut down on red meat has led them to investigate tinned fi sh for their health kick as well as having a cheap and cheerful supper. • Cheap and naturally tougher meat cuts such as beef shin, ox cheek lamb neck, fish heads are in popular demand due to the slow cooker having permanent residence in the kitchen. The consumer is comforted that is a step in the right direction of minimising waste as well as not making a dent in the pay packet.

DECADENT INDULGENCE • Last year the Lipstick Effect – indulging in a little luxury has transitioned from drinks to desserts . Up to 30% of the UK nation are pampering their palettes on the weekends with French inspired tarts and silky mousses as well as all-round show-stoppers such as roulades and oozing puddings. • 2013 gave us the Cronut and the croissant is getting reinvented again. This rich pastry is being utilised in revamping desserts to be more decadent as well as providing up-market savoury options.

FLAVOURS TO WATCH • CBD • South African flavours • Fermented vegetables • Decadent desserts

• Tequila • Pastry

• Sparkling water • Mediterranean • Vegan cheese

accessibility and quality are an easy grab-to-go lunch or snack.

DRINK UP

NEW TO THE MENU • There has been a noticeable decline in gin sales showing we are no longer in the “gin boom” but an emergence of flavoured vodkas . As well as the stereotypical fruity flavours, vodkas have also adopted a mature palette of flavours such as ginger, rosemary, cucumber and pomegranate. • White rum has become a versatile and ubiquitous spirit to keep in the cabinet as an easy mixer. With a wide selection currently on the market it can cater for your coke or enhance your Martini.

HEALTHY DRINKING • With a growing population wanting to reduce the amount of alcohol being consumed, tonics and sparkling waters are being re-invigorated with high end cordials that have sophisticated flavours of ginger, elderflower and other herbaceous flavours. • The more we’ve learned about CBD , the non-addictive compound found in cannabis that doesn’t give you a high, the more we’ve become aware of its mental benefi ts in helping us to de-stress and focus.

IT’S ALL ABOUT THE CONTENT • Gen Z will, who discover and engage with bands online, turn to phygital experiences including NFT drinks and beverages born out of #DrinkTok. Their wide exposure to the internet combined with their ethnic diversity will lead them to seek diverse and distinct new global flavours that represent their culinary heritage and help them discover the world.

DRINKS TO WATCH: • Non alcoholic beers • Agave spirits • Sparkling water & tonics • Cordials • White rum • Tequila • Tea infused spirits • Cabernet Sauvignon • Prosecco & Cava • Riesling

AESTHETIC TRENDS

KEY COLOURS Although there are many palettes to refer to throughout the trend report, you will see these key colours across many of the trends

BLACK

ELEMENTAL BLUE

APRICOT

VIBRANT RED

FONDANT PINK

LIME GREEN

CHOCOLATE / NUTSHELL

DARK PURPLE

SENSITIVE PASTELS AESTHETIC This palette is soft, chalky and muted. Associated with early spring, new beginnings and a sense of calm & serenity. Soft shapes and scalloped edges give a playful and calming finish to a space. Pastels have a psychological connection with spring and new life, sitting between the darkness of winter and the full bloom of summer. Pastel colours are soothing and remind us of childhood, a time that was fun, happy and stress-free. Lightness and healing after a period of uncertainty and a space to process emotions. This dream-like palette has a high brightness value and low saturation that offers a soft, soothing quality that is easy on the eye.

SENSITIVE PASTELS PALETTE Mellow, soft and muted. These matte tones melt together to create a soothing scene. Lavender, rose and blushes. Cream, vanilla and ivory. Eggshell, soft mint and sage. Chalky blues and smoky greens.

WARM OPTIMISM AESTHETIC Warm and vibrant, uplifting and cosy. These colours and tactile textures add a joyous element to any space. Colours radiate warmth, combining the physical energy of red with the mood boosting effect of yellow. Terracotta is associated with the earth, the rustic, the natural and the living. Evoking a retro palette but shifting to bolder shades as a way of adding optimism to homes after lock downs. Bathes the home in hues of a sunset, for year-round warmth. Reflects stories of travels, holidaying and hot weather. Bright colours mixed with neutral, earthy textures add dimension and intrigue to a space.

WARM OPTIMISM PALETTE Warm, cosy colours emulate warmth and happiness. Tangerine and lemon hues. Terracotta & burnt orange Deep purples and rich reds. Soft pink, peach and apricots.

MINDFUL VINTAGE AESTHETIC Reinvented nostalgia, bringing personality, joy and peace of mind to the home. Maximalism with comfort at it’s core in carefully curated spaces. Old meets new, thrifted and upcycled pieces unified with modern practicality and functionality. Hand-picked, unique pieces. Florals and gingham patterns. Includes fruits, veg, insects and woodland wildlife. Hand-painted, lino effect print and paintbrush dabs. 70s, 80s and 90s inspiration. Eco ethos with rattan, bamboo and wicker materials. Interesting tactile features. Vintage but not old. Decorative fabrics with frills, skirts and scalloped edges as well as pattern work.

MINDFUL VINTAGE PALETTE An optimistic harmony of colours. Influences from the 70s, 80s and 90s with red, blue white and yellow. Vibrant pops of colour that creates harmony between vintage and modern decor. Repetition of signature colours creates a calm balance and unifies varied styles, textures and patterns used within in one space.

NOT TOO LITTLE, NOT TOO MUCH AESTHETIC A utilitarian oasis of calm with a perfect balance to life. Minimalism with a warm and comforting atmosphere. Warm, light neutrals with deep dark organic tones. Clean, organised spaces. Less clutter, more (head) space. Utilitarian, functional and durable. Grounded simplicity with good quality, long term appeal. Simple linear patterns within wood, wire and glass ware. Coexist with nature with natural inspired materials. Raw, unrefined patternwork. Organic and unique finishes including reactive glazes. Tactile finishes, imperfect shapes and soft edges give a unique sensorial appeal. Eco-conscious, sustainable living. Reusable and renewable.

NOT TOO LITTLE, NOT TOO MUCH PALETTE Creating harmony with warm neutrals and colours inspired by earth. Light and airy spaces. Harmonious neutrals, contrast is predominantly between warm shades of beige and light brown. Individual pieces offer a depth of colour that is very much inspired by nature with interesting earthy tones. Tints of browns and oranges reflecting woods and earthy minerals. Shades of green are inspired by plants and deep blues reflect the ocean. Add a modern contrast of matt black.

QUIET LUXURY AESTHETIC

An aspirational elevation to the everyday. Opulent but not too noisy. Neoclassical shapes and patterns inspired by Greek and Roman design. Symmetrical, linear details bring a timeless appeal. Touches of gold on handles or edges add a luxurious feel. Curved flourishes soften the trend to fit in any home, adding luxury to the everyday. Nostalgic and timeless, the products in this trend feel high quality. Items add sparkle and interest to the home and act as ‘Kitchen Jewellery’. Detail is important with ribbed textures, gold rims and intricate floral patterns.

OPULENT LUXURY PALETTE Simple palate with shimmering gold White & gold Hints of black for contrast Royal blue feels expensive

DIGITAL DREAM AESTHETIC A bold and stimulating trend for the forward thinker. Materials that look like they’re from the future or made in space. Psychedelic retro influence with surreal shapes and bold graphic prints. There is a virtual reality/ gaming influence and items bring sensory stimulation. Finishes are glossy, pearlescent, smoky, ombre, luminous - anything that adds interest and takes you to another dimension. Even reactive glazes work in this trend, when they are dramatic and bold. The trend is sleek but impactful.

DIGITAL DREAM PALETTE Bold and bright with a digital inspiration Lime green Purples Black Mint Green Blue