Category
Lifestyle
Assisted Choices
Trend cluster
Category
Candy
Collab
Businesses are collaborating with candy brands and associated products.
3.8
Trend score
Trend
What is the Candy Collab trend?
Candy Collab: Partnerships between candy brands and unlikely industries are on the rise as businesses seek to establish themselves in more distinct ways. These collaborations come as novelty in purchase decisions becomes a primary motivating factor, especially with the social media shareability these products offer.
Trend themes
Themes within the Candy Collab trend
Three behaviours holding the trend together01
Unlikely brand collaborations
Businesses are partnering with candy brands for unique product collaborations and increased brand exposure.
02
Novelty in purchase decisions
Consumers are seeking unique novelty items to share on social media, such as candy-flavored yogurts and life-size gummy sneakers.
03
Boozy candy
Candy companies are partnering with alcohol brands to create boozy treats, such as vodka-infused candy and beer-flavored gummy bears.
Industry implications
What the Candy Collab trend means for industry
Where the trend changes the playbookFor
Food & Beverage
Brands within the food and beverage industry can benefit from partnering with candy companies to create unique products and increase brand exposure.
For
Fashion
Fashion brands can increase brand exposure and create buzz by partnering with candy companies to create limited edition candy-inspired products.
For
Alcohol
Alcohol brands can partner with candy companies to create boozy candy treats for consumers seeking unique flavor experiences.
Workshop question
Consider an unlikely brand your business could collaborate with – what would that collaboration look like?
Trend signals
Trend signals for Candy Collab
Trend score 3.8 out of 10, from popularity 51%, activity 56%, freshness 8%.
Popularity51%
Activity56%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Candy Collab trend
6 featured examples from Jan 10 to Apr 25, 2018CategoryFashion
Life-Size Gummy Sneakers
Trolli Recreated the adidas x James Harden Sneaker with Candy
Confectionery brands can explore collaborations with fashion brands and athletes to create unique and novelty products that appeal to consumers.
CategoryLifestyle
Boozy Beer Gummy Bears
Corona Light Teamed Up with Sugarfina to Create Sweet Gummy Cervezas
Disruptive innovation opportunity: Exploring the creation of new and exciting products that combine the worlds of food and beverage.
CategoryLifestyle
Candy-Flavored Yogurt Tubes
Go-GURT Teamed Up with Sour Patch Kids on a New Candy-Flavored Yogurt
The food and beverage industry can experiment with new ways to make healthy products more appealing to children by incorporating familiar candy flavors.
CategoryLifestyle
Vodka-Infused Candy Treats
The Sugarfina 'Vodka Is Always a Good Idea Candy Bento Box' is Boozy
Opportunity for confectionery companies to explore new flavor combinations and create alcohol-infused candy products.
CategoryFashion
Candy-Paired Underwear Packaging
The MeUndies x Sugarfina Bento Box is Filled with Gummy Treats
The MeUndies x Sugarfina collaboration explores how fashion and apparel brands can enhance their offerings by partnering with food and beverage companies.
CategoryLifestyle
Candy-Flavored Alcoholic Ciders
March First Brewing's Newest Cider is Green Apple Airhead Flavored
Opportunity for breweries to tap into the market demand for unique and bold flavored alcoholic beverages.
