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- Pinterest Predicts, the latest trend report from Pinterest, provides a glimpse into the future, listing up-and-coming trends for 2021 based on popular searches, pins, and posts from 2020.
- Pinterest is a place where people plan new projects, look for inspiration, and shop for unique, unusual and innovative products.
- Pinterest has a good track record when it comes to nailing future trends—80% of their predictions for 2020 came true.
- We highlight some key trends in three categories: Wellbeing, Travel, and Food.
- You can view the entire report, which organizes 150 trends in 10 categories, on Pinterest’s business website.
What do protection crystals, bedroom bathtubs, and charcuterie boards have in common? They’re all up and coming trends, according to Pinterest Predicts, the latest trends report from the visual search engine and creativity platform.
Pinterest has over 442 million monthly users. Their user base skews more than 60% female, but a wide range of demographics, including male and Gen Z pinners, use the platform (both groups were up 50% from last year).
Pinterest is a place where people plan new projects, look for inspiration, and shop for unique and innovative products.
Since people turn to Pinterest for inspiration, planning for events and projects ahead of time, their search data tends to identify hot new interests before they begin trending everywhere else.
Pinterest has a good track record when it comes to nailing future trends—80% of their predictions for 2020 came true.
Understanding consumer sentiment, interest, and motivation in 2020 has been difficult as the pandemic, associated lockdowns, and economic uncertainty have changed people’s priorities and behaviors.
This year, the trends showing up on Pinterest reflect these changes. We’ll review some of the key highlights from the report within several categories including Wellbeing, Travel, and Food.
The complete report organizes 150 trends into ten categories, identifying key themes that show how consumer behaviors are shifting.
Prioritizing mental, physical, and spiritual wellbeing
Aya Kanai, Pinterest’s Head of Content and Editorial Partnerships recently spoke at a press event covering key findings from Pinterest’s 2020 search data.
Says Kanai, “New Age wellness trends and rituals are coming back and alternative healing methods are becoming more mainstream. Sleep care will be the new self-care.”
Trending search terms in this category include: protection crystals, manifestation techniques, and fantasy map making.
Partial search results on Pinterest for the term “Protection Crystals”
Here are some key wellness findings from the report:
- There was a 100% increase in searches for the term “protection crystals” and 105% increase for “manifestation techniques” in the U.S.
- Searches for the term “zodiac sign facts” increased 6x in Spain, Germany, and Sweden.
- Spiritual bathing is a rising trend, with searches for the term “spiritual cleansing bath” increasing by 180% in the UK, Canada, and Australia.
- In the US, Australia, and the UK, searches for the term “bath in bedroom free standing” increased by 50%.
A bath in the bedroom (this isn’t weird at all)—Source: Pinterest
Cars are the new “third space” for the travel hungry
After a hard year for the travel industry, Pinterest’s view of upcoming travel trends is hopeful. Says Kanai, “In 2021, people will start to plan, book, and explore again. Outdoor exploration will trend up with activities like RV camping and stargazing becoming more popular.”
Predictions are based on trends that occurred throughout 2020, including car travel being on the rise globally, and cars themselves offering an escape space for those stuck at home (which is all of us).
Per Kanai: “Next year, cars will offer more than just an escape route, they’ll become an escape space as pinners use their vehicles for everything from date night to survival vehicles.”
Pinterest global travel data found:
- In Brazil, Germany, and France, there was a 2x increase in searches for the term “car date night”
- Searches for the term “car man cave” increased by 115% in the US, Australia, and the UK
- There was a 100% increase for the term “dog car seats” in the US, Canada, and the UK
Automobile brands can take advantage of cars as the new “third space” by promoting luxury features like massage seats, surround sound, and vista roofs.
CPG brands can also benefit from this trend by reminding consumers to stock their cars with things like hand sanitizer, lip balm, and wet wipes.
The sky’s the limit when your living space extends to your car!
Breakfast charcuterie boards and spices for the win
The food industry was transformed by the pandemic. Among the many different trends gleaned from Pinterest’s search data, French charcuterie boards, cooking at home, and mimicking the dining-out experience were among the top.
Source: Pinterest Predicts 2020 Report
“There are many new food-related trends predicted for 2021,” explains Kanai, “Pinners will experiment with new flavors techniques and cuisines at home. We’ll see the rise of more spiced up recipes and intense flavor profiles. Pinners will also entertain differently with a new take on what the French call a charcuterie board, except that instead of cold cuts, they’ll serve breakfast or dessert spreads.”
Charcuterie breakfast spreads? Now that’s something I can sink my teeth into! (I’m sorry. I’ll see myself out).
Pinterest global data reveals the following food-based trends:
- There was a 130% increase in searches for the term “bread art” in the US, UK, and Australia.
- “Gourmet food plating” increased 105% in Germany, Australia, and the UK.
- Searches for the term “Basque burnt cheesecake” increased 10x in Canada, Australia and Indonesia.
If you’re curious about what bread art is, here’s a glimpse of a Focaccia bread masterpiece:
Quilted Focaccia buns—Source: Pinterest
Future trends drive future planning
The statistics and trends listed above are just a taste (pun intended) of what’s available in Pinterest’s annual trend report. It’s worth digging into the categories that are relevant for your business to help get an understanding of what consumers have been searching for throughout 2020 so you can plan ahead as we move into 2021.
Findings are broken down geographically with primary topics—Home, Food, Fashion, Beauty and Fitness/Wellness—equally popular across all countries.
Nuances specific to each country are listed along with statistics for a given topic (e.g., “food garnishes” versus “gourmet food plating”) varying based on country, as illustrated by the following graphic.
Source: Pinterest Predicts 2020 Report
Marketers, brands, and businesses of all stripes can use Pinterest’s trending search term information to plan their content strategies for 2021.
People have been turning to Pinterest for guidance and inspiration on how to navigate the pandemic, so it’s also a good outlet for advertisers to reach consumers as they’re planning their next outing, project, or meal.