The side hustle boom is happening across every age group, income level, and industry in America. And that should motivate the functional CPG space to spend extra time analyzing this cultural force. I’m the “product of a side hustle.” And I won’t bore you with all the personal details because it’s not contextually relevant, but I wouldn’t be who I am (or where I am) today if it wasn’t for a string of side hustle pursuits that began at the tail-end of my undergraduate education. But while “always having a side hustle” felt normal to me back then, it was quite unusual…as that late-2000s to early-2010s era was arguably the “side hustle culture” starting point that grew into today’s booming cultural movement, with many reports indicate a noticeable rise of side hustles following the Great Recession (particularly among millennials). And while Millennials are arguably still the “side hustle generation,” the maturation of the Internet (permeating into every nook and cranny of American life) has increased the side hustle accessibility. During the last few years, just slightly below 40% of adult Americans have a side hustle…with percentages closer to 50% with Millennials and Gen Z. In today’s evolving economy, more Americans than ever are embracing side hustles…not just as a source of supplemental income, but to build new skills that can be leveraged to advance their careers or eventually lead to working full-time for themselves. With “side hustle culture” broadening and maturing significantly since my first endeavor almost two decades ago, how does this profound shift in how people approach work, income generation, and time…impact the functional CPG categories of functional foods, functional beverages, and nutritional supplements? And I’m going to try avoiding “broad stroke” categorical impacts…instead focusing on three top physical/mental need states connected to this consumer segmentation. Because while today’s side hustlers are flipping the script on the typical “9-to-5 grind,” that second income still stream means more working hours. And obviously…time and energy aren’t infinite.When you’re working full-time, one must get creative to find the time for a side hustle. And the majority work on their side hustle in the evenings from 5-to-9 to avoid interfering with their regular job. So, with that day planning default information as a baseline…my latest first principles thinking content will examine the side hustle boom opportunity need states that I'm calling Focus & Flow, Relax Don't Burnout, and Sweet Dreams.

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