Flares: Pet-Friendly Rentals, Tufting, and Potato Milk
Pet ownership in the US grew to an all time high of 70% of households in 2020. In the UK, there are more households with pets than households with children (51m pets vs. 11.6m children).Â
Despite the near-ubiquity of pet ownership, 80%+ of tenants with animals in the US report having trouble finding a rental unit that would welcome their pet. Based on 2019’s ~44m total rent-based households in America, that’s approximately 25m tenants struggling to find a suitable rental unit.
Only 9% of rental housing allows for pets without any significant limitations on size or type. Cats are the easiest pets to find accommodation for, yet only half of rental properties are cat-friendly, according to Petfinder.
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Don’t press snooze on this opportunity: sleep supplements
The signal: As meditation becomes mainstream, people may be surprised to find that searches for sleep apps double their meditation counterpart. As people invest in getting a better night’s rest, there’s opportunity abound, including physical products like weighted blankets or premium PJs, supplements, popular insomnia drugs having their patents expire, companies paying their employees to sleep better, marketing for sleep specialists, or online sleep education (ex: sleep apnea test has 27k searches per month).
The alternative milk market is getting frothy
The signal: As more people wave goodbye to dairy, alternative milk is slowly taking over; it has already cornered 13% of the market. With the exception of soy milk, all of the alt-milks have been on the up, with some of the newer entrants including hemp milk and pea milk. Other alt-products are getting attention, including cashew cheese, with 18100 searches per month.
Capitalizing on the Airpods market, making more money than Shopify
The signal: Since killing the headphone jack, Apple has graced the world with AirPods, which did an estimated 60m units in 2019. That means AirPods alone are bringing in approx ~$10b in revenue, more than Twitter, Shopify, or Spotify, to name a few popular tech giants. Opportunity lies in Apple opening up SiriOS or the wave of iPhone accessories (including cases, cleaning kits, hooks, and keychains) which have shown “hockey stick” growth alongside their hardware predecessor.
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