# Candy Collab Businesses are collaborating with candy brands and associated products. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Apr 25, 2018 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/candy-collab ## Key Figures - Trend score: 3.8/10 - Evidence articles: 6 ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Jan 10 to Apr 25, 2018 - Published: Apr 25, 2018 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Candy Collab trend ### Unlikely brand collaborations Businesses are partnering with candy brands for unique product collaborations and increased brand exposure. ### 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. ### Boozy candy Candy companies are partnering with alcohol brands to create boozy treats, such as vodka-infused candy and beer-flavored gummy bears. ## What the Candy Collab trend means for industry ### For 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 for Candy Collab Trend score 3.8 out of 10, from popularity 51%, activity 56%, freshness 8%. - Popularity: 51% - Activity: 56% - Freshness: 8% ## Examples of the Candy Collab trend 6 featured examples from Jan 10 to Apr 25, 2018. - [Life-Size Gummy Sneakers](https://www.trendhunter.com/trends/gummy-sneakers): Trolli Recreated the adidas x James Harden Sneaker with Candy (Category: Fashion) Implication: Confectionery brands can explore collaborations with fashion brands and athletes to create unique and novelty products that appeal to consumers. - [Boozy Beer Gummy Bears](https://www.trendhunter.com/trends/corona-light): Corona Light Teamed Up with Sugarfina to Create Sweet Gummy Cervezas (Category: Lifestyle) Implication: Disruptive innovation opportunity: Exploring the creation of new and exciting products that combine the worlds of food and beverage. - [Candy-Flavored Yogurt Tubes](https://www.trendhunter.com/trends/candyflavored-yogurt): Go-GURT Teamed Up with Sour Patch Kids on a New Candy-Flavored Yogurt (Category: Lifestyle) Implication: The food and beverage industry can experiment with new ways to make healthy products more appealing to children by incorporating familiar candy flavors. - [Vodka-Infused Candy Treats](https://www.trendhunter.com/trends/candy-bento-box): The Sugarfina 'Vodka Is Always a Good Idea Candy Bento Box' is Boozy (Category: Lifestyle) Implication: Opportunity for confectionery companies to explore new flavor combinations and create alcohol-infused candy products. - [Candy-Paired Underwear Packaging](https://www.trendhunter.com/trends/meundies-x-sugarfina): The MeUndies x Sugarfina Bento Box is Filled with Gummy Treats (Category: Fashion) Implication: The MeUndies x Sugarfina collaboration explores how fashion and apparel brands can enhance their offerings by partnering with food and beverage companies. - [Candy-Flavored Alcoholic Ciders](https://www.trendhunter.com/trends/green-apple-airhead): March First Brewing's Newest Cider is Green Apple Airhead Flavored (Category: Lifestyle) Implication: Opportunity for breweries to tap into the market demand for unique and bold flavored alcoholic beverages. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)