Iconic food smells are transferred into candle form to strengthen familiarity
Implications - Food-scented candles help brands connect with consumers within the home by transporting them to the last time they enjoyed that brand's food item. The integration of branded scents into the home enables companies to authentically build familiarity as a means of strengthening customer loyalty, with the added benefit of catering to consumers' preference for novelty for the items being outside of the brands' traditional spaces.
Workshop Question - How can your brand stay top of mind for consumers outside of your traditional space?
Trend Themes
1. Scent Marketing - Companies are utilizing scent marketing to build familiarity as a means of strengthening customer loyalty
2. Novelty Items - Consumers have a preference for novelty items that take a company's brand identity out of its traditional spaces.
3. Limited Edition Candle Products - Limited edition scented candle and branded candle products are a growing trend for companies to engage consumers and promote their brand.
Industry Implications
1. Food and Beverage - Food and beverage companies are using the scent of their iconic products to create home decor novelty items.
2. Home Decor - Scented candles are expanding beyond traditional fragrances and becoming a key component of home decor.
3. Marketing and Advertising - Scent marketing is becoming an innovative way for companies to engage with their customers and increase brand loyalty.
