Exploding Topics - ET: August 31st 2021

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Hey,

Here’s this week’s list of rapidly trending topics, insights and analysis.

Topic #1

Dog diapers

Searches for “dog diapers” have increased 95% in the last 5 years.

Dog diapers are just what they sound like: diapers for dogs who haven’t been potty-trained. Or for older dogs with incontinence.

There are many different categories within the dog diaper space:

“Belly band” diapers for male dogs, full wraparound diapers with tail holes, escape-proof diaper overalls, and more.

There are even Amazon Basics dog diapers.

What's next:
Dog diapers are part of the “pet hygiene products” meta trend.

There are two trends working together to drive demand in pet hygiene products: First, pet ownership rates are increasing each year. Second, new house sizes are shrinking at the same time.

Examples of booming pet hygiene products include:

Nail grinders: used to trim dog nails more easily than traditional dog nail clippers.

PrettyLitter: dust-free cat litter that detects health problems in urine by changing color.

Litter-Robot: a self-cleaning litter box.

As well as dog toothpaste, cat pheromones, pet wipes, and Grannick’s Bitter Apple.

Topic #2

MotoRefi

MotoRefi is an online platform for refinancing auto loans.

It offers a guided system that helps users through the refinancing process (comparing interest rates, paying off the original loan, etc.)

The startup raised a $45M Series B in May led by Goldman Sachs, bringing its total funding to $69.1M.

What's next:
MotorRefi is part of the “accessible credit” meta trend.

A growing number of services have emerged to help people find and apply for loans, restructure debt and build credit.

For example:

Credit builder cards offered by companies like Chime, Amazon and Self allow people with low or no credit history to start building one up.

Buy Now, Pay Later services let Ecommerce shoppers do exactly that. Examples include Laybuy, Afterpay, Sezzle, Quadpay, Klarna and Affirm.

And Credible is a marketplace for personal loans — especially student loans.

Topic #3

CBD moisturizer

CBD moisturizer is lotion that’s infused with CBD.

It’s sold in varieties like warming and cooling creams, pain creams and floral scented lotions.

Growing brands in this space include Lord Jones and Vertly.

What's next:
CBD moisturizer is part of the “topical CBD” meta trend.

Studies suggest that applying topical CBD products can help alleviate arthritis pain, nerve pain and jaw pain. As well as muscle soreness from exercise.

In the United States, CBD product sales are expected to surpass $1.9B next year.

Other topical CBD products include CBD shampoo, CBD balm, CBD ointment, CBD pain cream, CBD muscle cream and CBD massage oil.

Topic #4

Circle

Circle is a platform for creators to build member communities.

Currently, two of the most popular community platforms are Slack and Facebook.

But unlike Slack, Circle is asynchronous. And unlike Facebook, Circle is purpose-built for smaller communities.

As a result, it’s been adopted by creators with growing brands like Makerpad, Smart Passive Income and Forte Labs. As well as the course-building platform Teachable.

Circle has raised $4M in VC funding to date.

What's next:
Circle is part of the “creator economy tools” meta trend.

More and more people are building audiences and creating products to sell them. Which is driving a growing need for tools that make the process easier.

For example:

Mighty Networks offers community management as well as a website builder and course builder. It has raised $66M to date.

Superpeer helps people sell coaching calls to followers. It raised $10M in seed funding last year.

Patreon, Buy Me a Coffee and OnlyFans let creators collect donations or sell recurring memberships.