The popularity of rosé inspired products beyond food and beverage
Implications - Due to the popularity of rosé, products outside of the food and beverage category that celebrate the beloved wine as a lifestyle has begun to emerge. Ranging from wine-themed makeup sets to booze-scented deodorant, these showcase the transition of the beverage into consumer goods.
Insight - Millennial and Gen Z consumers see their taste preferences extensions of themselves. The aspirational lifestyles they choose to present, often on social media, serve as aspects of their curated identities. Thus, these demographics have an interest in literal representations of products they see as "markers of youth" and are turning to brands for these covetable lifestyle products.
Insight - Millennial and Gen Z consumers see their taste preferences extensions of themselves. The aspirational lifestyles they choose to present, often on social media, serve as aspects of their curated identities. Thus, these demographics have an interest in literal representations of products they see as "markers of youth" and are turning to brands for these covetable lifestyle products.
Workshop Question - What product category turned cultural marker can you look to for lifestyle branding inspiration?
Trend Themes
1. Lifestyle Branding - Brands are extending their product offerings into non-food and beverage categories to represent and market consumers aspirational lifestyles.
2. Novelty Beauty Products - Cosmetics companies are capitalizing on consumers' desire for fun, quirky beauty products by incorporating wine-themed makeup applicators in vegan-friendly and cruelty-free cosmetics sets.
3. Product Line Expansion - Retailers are expanding product lines in response to the social media trends like combining cupcakes with rosé-themed bouquets and introducing new canned wine products.
Industry Implications
1. Cosmetics - Cosmetics companies have opportunities to differentiate themselves by offering fun, quirky products that appeal to consumers' lifestyle aspirations and values.
2. Retail - Retailers can unlock new growth opportunities by expanding their product portfolios and offering consumers themed or seasonal product lines.
3. Food and Beverage - Food and beverage companies can capitalize on the growing trend of a rosé lifestyle, offering consumers rosé-themed experiences and products.
