Forest Bathing Takes Root
We bring you another hot trend from Japan: forest bathing, or shinrin-yoku.
The practice is about engaging slowly and deliberately with nature, using all of your senses. Guided forest-bathing sessions often include breath work, aspects of nature to focus on, and invitations to share.
Japan’s 62 designated forest bathing spots are used by 5m+ people annually. Physicians prescribe the practice for its significant health benefits.
The trend is now growing in the West. Canada, the UK, and France (to name a few) all have forest bathing options. California-based Glendeven offers a forest bathing day package for ~$200/person.
There are currently 22.2k searches for “forest bathing” a month, according to Keywords Everywhere -- up 154% since January 2017. Almost half (9.9k) of this global search volume comes from the US.
Entrepreneurs could train guides and offer forest bathing experiences in national parks.
Accomodation facilities near forested areas could provide private bathing passes, or focus on high-end retreats (this Japanese forest resort has just launched, with a 4-day package costing a cool $11.7k.)
Virtual forest bathing could be paired with virtual vacations, meditative virtual reality, and breath work.
Japan’s hinoki tree -- a revered, fragrant conifer, and a common species at the country’s forest bathing spots -- is used to produce an oil whose popularity is also soaring.
Hinoki essential oil is already in demand on Amazon, and the hinoki scent could also be used in luxury candles (Jungle Scout shows this one brings in $47k/month), diffusers, soaps, bath soaks, etc.
You could further leverage the trend by focusing on forest wall art, coffee-table books, and decor (there are already 1.9k searches/month for “forest bathing book” -- up from zero in 2017).
Charcuterie Boards Make the Cut
Forget your fanned-out ham and toothpick-flagged cheddar selection. Charcuterie is getting fancy.
The trend has been taking off on both Google and Pinterest. Search increases for Pinterest over the last year include:
- 5x for “breakfast charcuterie board”
- 3x for “dessert charcuterie board”
- 2x for “candy charcuterie board”
- 2x for “fruit charcuterie board”
- Sorry, no mentions of cold-cut veggie boards
Subreddit stats show r/CharcuterieBoard subscribers have tripled since 2019, with a ~30% surge in the last 2 months alone.
Entrepreneurs could provide delivery and/or subscription services for boards, even themed for seasons or events (e.g., movie night and date night boards), or you could sell the equipment required -- artisan boards, crockery, and cutlery.
Producing minis of food products (spreads, crackers, etc.) also presents an attractive opportunity. Themed items could be sold as charcuterie board kits.
Plants Are the New Pets
It’s no secret that houseplant demand has surged. We first forecast the trend back in 2019, and it has continued to rise.
Now the growing number of plant parents (yes, really: #PlantParent has 365m+ TikTok views) are turning to exotic, rarer varieties -- ones that are a challenge to care for and cultivate.
A good example is the r/SavageGarden subreddit, which has seen its following soar to 114k+ subscribers, many of whom dote on their carnivorous plant pets.
Beyond the supply of exotic plants and care guides, you could jump on the growing bonsai craze (cannabonsais included). Peripheral opportunities include bonsai pottery and classes.
Entrepreneurs could focus on aquatic flora for planted tanks (AKA aquascapes), which are flourishing on Reddit. This would pair nicely with the rise in aquarium popularity we recently covered.
Interest in mosses is shooting up, and moss wall art is now totally a thing.
You could start a living table side hustle for restaurants and bars (pick your own herbs, anyone?).
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