Fresh Ground 2025
We’ve compiled some emerging spaces that brands are leveraging and have caught our attention in 2025. These are topics that aren’t treading back over old ground - they are harnessing fresh behaviours, knowledge and desires.
We're seeing brands breaking fresh ground in Nutraceuticals.
Where nutrition meets pharmaceuticals, using nutrition for preventive health purposes.
The growth is driven by our increasing attention to health, living longer lives, and increasing healthcare costs.
So much so, that this category is being labelled as ‘nutri-insurance’.
Functional foods, beverages, and supplements brands are continuing to emerge and grow, with USA & China being the largest markets.
What's got our attention?
- Magnesium added to soft drinks (OHMG Water).
- Supplement Vending Machines in US airports (AG1).
- Hair growth supplements taking a whole-body approach (Nutrafol).
We're seeing brands breaking fresh ground in the face-ification of body care.
What's good enough for your face, is good enough for your body.
The face is the priority of the body - sales of facial care topped $1.85bn in the US in 2023*.
The skin on the face is thinner than the overall body, requiring that extra level of care - not to mention it's constant exposure to sun and pollution.
With face care firmly at the top, brands have spotted the opportunity to 'trickle down' the technology, and elevate body care. It's an simple leap for consumers - Good enough for face, good enough for the body.
What's got our attention:
- Collagen Body Butter (Q+A).
- Serum Shower Collection (Dove).
- AHA Exfoliating Body Wash (Kosas).
We're seeing consumers significantly reducing their skin care routines.
Beautility is the simplification of steps in day-to-day skin care.
Have we reached peak skin care?
With so many launches in a vast market, brands are having to work even harder to cut through a crowded category.
For years, more products meant better results, and now we're seeing the reduction of steps from up to 10 products down to 3-4 products.
What do beautility routines look like?
1. Cleanse - removing dirt and oil.
2. Treat - clarifying and targeting impurities.
3. Protect - hydrating and shielding the skin barrier.
What's got our attention:
- The 3 step clear set (The Ordinary).
- Fresh Faced Starter Kit (Malin + Goetz).
- New Faces All Ages Starter Kit (Bubble).
We're seeing a rise in brands responding to increased consumer understanding of hydration.
At first our fluid intake was nudged past the barrier of 'boring' plain water with enticing keeper bottles and flavour hacks.
Now we've entered Chapter 2 of the story - cellular level benefits.
Hydration brands are tapping into the critical bodily functions of electrolytes (essential minerals), and how they can turbo charge hydration across a spectrum of everyday processes, as well as preparing for or after heavy sweating.
Claimed benefits of topped up electrolytes are:
1. Renewed focus, energy and sleep.
2. Supporting fluid balance and nerve function.
3. Muscle performance and recovery.
What's got our attention:
- Bouncing back (Unwell).
- Everyday health (Sult).
- Performance recovery (PureSport).
