# Evocative Scent Iconic food smells are transferred into candle form to strengthen familiarity. By [Hayley McGlone](https://www.trendhunter.com/hayley_mcglone), Manager, Client Research & Strategy | Published May 31, 2018 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/evocative-scent ## Key Figures - Trend score: 3.2/10 - Evidence articles: 5 ## What is the Evocative Scent trend? **Evocative Scent:** 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Dec 8, 2016 to May 31, 2018 - Published: May 31, 2018 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Alpha, Gen Z, Millennial - Top markets: North America, Europe, Asia ## Themes within the Evocative Scent trend ### Scent Marketing Companies are utilizing scent marketing to build familiarity as a means of strengthening customer loyalty ### Novelty Items Consumers have a preference for novelty items that take a company's brand identity out of its traditional spaces. ### 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. ## What the Evocative Scent trend means for industry ### For Food and Beverage Food and beverage companies are using the scent of their iconic products to create home decor novelty items. ### For Home Decor Scented candles are expanding beyond traditional fragrances and becoming a key component of home decor. ### For Marketing and Advertising Scent marketing is becoming an innovative way for companies to engage with their customers and increase brand loyalty. ## Workshop question How can your brand stay top of mind for consumers outside of your traditional space? ## Trend signals for Evocative Scent Trend score 3.2 out of 10, from popularity 55%, activity 34%, freshness 8%. - Popularity: 55% - Activity: 34% - Freshness: 8% ## Examples of the Evocative Scent trend 5 featured examples from Dec 8, 2016 to May 31, 2018. - [Fast Food-Scented Candles](https://www.trendhunter.com/trends/kfc-candle): This KFC Candle Smells Like Fried Chicken (Category: Unique) Implication: Food and beverage companies can explore the creation of unique scented merchandise to increase brand visibility and engagement. - [Ramen Noodle Cup Candles](https://www.trendhunter.com/trends/noodle-cup): The Official Cup Noodle Candle is Scented Like the Popular Meal (Category: Art & Design) Implication: Home decor industry professionals can partner with food companies to create similar products and diversify their offerings. - [Scented Donut Chain Candles](https://www.trendhunter.com/trends/krispe-kreme-candles): The Krispe Kreme Candles are Available in Three Scents (Category: Art & Design) Implication: Disruptive innovation opportunity: Combining aesthetics with fragrances to create unique and appealing home decor products. - [Meaty Limited-Edition Candles](https://www.trendhunter.com/trends/a1-meat-scented-candles): The A.1. Meat Scented Candles Come in Three Delicious Scents (Category: Marketing) Implication: The home decor industry can explore the creation of unconventional scented candles, like meat fragrances, to cater to a diverse range of consumer preferences. - [Aromatic Hot Sauce Candles](https://www.trendhunter.com/trends/sriracha-candle): Bath & Body Works' New Sriracha Candle Boasts a Spicy Scent (Category: Lifestyle) Implication: The Sriracha Candle by Bath & Body Works disrupts the traditional fruity and floral scents typically found in the candle industry with its spicy fragrance. ## 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 Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)