Crystal candy gains popularity amongst Canadians and online influencers
Granularity is a platform that leverages AI to predict product trends from social media and search engines.
What’s Trending?
Consumers are looking for new types of experimental candy, including the viral Silky Gem Crystal Candy, also known as Kohakutou. Search interest for crystal candy has been steadily rising with seasonal peaks in fall.
Already its reaches 9,900 searches this month and 27,100 searches in the past three months. This growth exceeds the plateau seen from July to November 2024, suggesting another peak could arrive this fall.
The unique appeal lies in its diverse flavours, and the collectible nature of the product. On social media, TikTok creators are driving much of this conversation.
Videos like this one and this have gone viral, with close-up shots of crystal candy breaking and shimmering under light, capturing thousands of views. The aesthetic and sensory aspects translate well into short-form videos.
Insights
- Experiential treats in confectionery: Consumers are drawn to experiential, visually striking treats, making crystal candy a standout in the confectionery space. Consumer research trends indicate experimentation as one of the key drivers of candy sales today (The Elephant Room). Retailers should seek new and experimental forms of candy to fill shelves this fall.
- Collectible themes and seasonal drops: Limited-edition themes like the Wicked Wonder Collection and advent calendars drive ongoing engagement and repeat purchases.
- Crystal crossover to rock candy trends: The trend of crystal candy has also spilled over into fashion stunts, where the designer MSCHF released a real diamond candy rock ring earlier this year. While not a candy you’d buy in store, the stunt generated a massive spike of interest in rock candy that continues with Tiktok videos and social media buzz. Rock candy sticks and blue rock candy are two product groups that have seen demand spikes due to this publicity.
How can trend predictions enhance your decision-making?
- Identifying gaps in product assortment: Assess how well your product lineup captures emerging trends and identifies market gaps.
- Optimizing marketing and promotions: Tailor marketing strategies based on how consumers use products, adapting to relevant terms, locations, and interested markets.
- Validating brand pitches: Utilize data to filter through product pitches to hone into the new products that matter. Test products based on market data rather than a gut instinct.
