Top five trends to shape 2021 Valentine’s Day this year

After a tedious year, many will be in search of a dash of luxury. Credit: invisible invisible / Shutterstock.

Valentine’s Day will be fundamentally different this year, restricted by lockdowns and social distancing practices that still plague much of the western world. That said, it is far from cancelled, with several FMCG players flipping the script to release fun and ethical products, driven by key themes that emerged in the midst of the pandemic. Here are GlobalData’s top picks for unique and

The Experimental – Pink Candy Kraft Mac & Cheese

Pre-Covid-19 brought us pink chocolate, a revolutionary innovation that took the industry by storm, and now, after an unconventional year to say the least, Heinz introduces us to pink mac & cheese! Adding a sweet twist to this traditional dish has certainly raised some eyebrows worldwide, but the novelty may just be what some people are looking for after a tough year of strict lockdowns.

According to GlobalData’s latest survey, nearly *two thirds (61%) of US consumers’ purchasing choices are always or often influenced by how enjoyable or unique a product is, five percentile points higher than the global average (56%). Other manufacturers would be wise to emulate similar launches that leverage this ‘instagramability’ factor that can be achieved within the home space.

The Ethical – Sirene Chocolate

Environmentally, socially or ethically positioned products are vital to modern FMCG spheres. Sustainably sourced ingredients are now a top priority for *one in five (22%) US consumers, while a product’s ethical, ecological or socially-responsible accreditation is always or often an influential purchasing factor for *two in five (42%) consumers.

Similarly, Sirene Chocolate is an excellent pick for a more conventional option. Founded by Taylor Kennedy, who developed an interest in chocolate making after 18 years with the National Geographic Society, the brand places heavy focus on safeguarding its cocoa farmers, ensuring fair pay, quality ingredients and good working conditions.

The Indulgent – Signature Chef’s Selection

After a tedious year, many will be in search of a dash of luxury, and the Kreuther Handcrafted Chocolate’s selection box, personally created by Michelin-starred chef Gabriel Kreuther and acclaimed Master Chocolatier Marc Aumont, could be just the trick. In fact, *one fifth (19%) of Gen Xers in the US have been buying premium chocolate products since the COVID-19 outbreak, no doubt as a treat during difficult times; and luxury chocolate brands are well-positioned to benefit from the expected uptick this demand will see during Valentines.

The Inclusive – Krispy Kreme Love Hearts

Valentine’s Day is no longer just for significant others, with the concept increasingly expanding to friendship groups and family. The rise in Galentines Day is just one example of this. In the UK, Krispy Kreme has partnered with Swizzles Love Hearts to help you give some love back to those closest to you, be it friends, family or a partner. There is also a personalised option to create your own message.

*Two in five (40%) UK millennial’s – who largely grew up with the iconic love candy – are always or often influenced by how well a product aligns to their needs and personality. Leveraging the ‘limited edition’ appeal, while the marketing beyond significant others, makes the launch both exclusive and more inclusive, tapping into consumers’ fear of missing out (FOMO) and a wider target base.

The Mindful – Fortnum and Mason St Valentine’s Tea

For those looking for a break from traditional tipsy celebrations, Fortnum and Mason St Valentine’s Tea will make for a great sophisticated and calming occasion. Consumers are increasingly demanding products that cater to both the body and mind, with holistic health trends increasingly more prominent within the industry. With approximately *one fifth (20%) of the US population feeling stressed or anxious, they may be in search of simplicity and relaxation. What’s more, with health and wellbeing claims being an influential factor for *282% of US consumers, this premium tea which contains hibiscus – known for its beneficial health properties – and rose petals for a touch of opulence may just be what the doctor ordered.

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