Celebs Trends

Trend - Established food brands are partnering with candle companies to venture into the home goods space. Offering decadent scents and premium ingredients, these collaborations aim to inject the brand's identity into everyday life, providing consumers with a new way to experience its products.

Insight - Consumers often seek novelty in their purchases, gravitating to exclusivity and the opportunity to engage with brands in a fresh, unique way. Brands are responding by teaming up with leaders in adjacent industries, leveraging their shared reputations to attract consumers drawn to their designs or signature scents. Leveraging partnerships allows brands to expand into unconventional sectors, connecting them with consumers who may not typically interact with their products in the grocery store.