From the nostalgia to functional foods, new and unusual trends impact the market every day. But the newest trend seems to have snuck in under the radar. Why? Because it’s something brands have been doing for years – releasing limited-edition products.
The only difference now is that more and more brands are launching more and more limited editions, making the once-rare new-launch style, the new norm.
In fact, such is the rise in popularity of limited-edition launches, that every new product in FoodNavigator’s recent NPD Trend Tracker was, you guessed it, a limited edition.
And while it’s common for festive and event-related launches to be limited, it’s less common for products unrelated to special occasions.
A few examples include McVitie’s Digestives Limited-Edition Gold Golden Caramel Flavour, Quality Street Limited-Edition Chocolate Selection Pouch, and Boursin Trio Gourmand 3-Flavour Limited Edition Assortment.
Even King Charles III is getting in on the act, with the launch of his limited-edition Royal Gardens Single Malt Whisky.
So, what’s the reason for the rise of this new trend and is it set to last?
Why are brands prioritising limited edition?
One of the biggest reasons for brands to create limited-edition products, is to promote excitement and buzz. This helps to drive product sales, as consumers rush to get their hands on something that won’t be around forever, and raise company profile. This has a particularly powerful effect with younger consumers, including Gen Z.
“The beverage brand Prime is a great example of how scarcity marketing can drive demand and social cachet among younger consumers who fear missing out,” Jonny Forsyth, senior director of food and drink at Mintel, told FoodNavigator.
Getting noticed by consumers is becoming increasingly difficult for brands as they fight for attention on different platforms, notably social media.
“In the social media age, where it is harder than ever before to cut through the digital noise and engage younger people, limited edition launches have become even more important for bigger brands,” says Forsyth.
59% of consumers say they like to try sweet biscuits with limited-edition flavours
Furthermore, figures from Mintel show that 58% of consumers in the UK find limited-edition sweet baked goods “appealing”, and a further 59% of consumers say they like to try sweet biscuits with limited-edition flavours. Additionally, 30% of sweet spread consumers are found to be interested in limited-edition flavours.
It’s unsurprising then that brands are looking specifically towards limited-edition promotional campaigns, as a means of boosting sales.
However, while launching limited-edition products might help to raise consumer awareness and boost sales, it can also raise costs.
“It’s such a specific process,” Jean-Robert Bellanger, co-founder of drinks brand, Adriatico Amaretto, told FoodNavigator. “Finding and importing casks, creating a specific roasted almond distillate to age well in casks, then tasting the liquid every month to ensure everything is on track. Organising specific launches for just a couple of hundred bottles is an amazing experience but not profitable.”
Though this increased cost might be felt more acutely by smaller brands, as it’s likely larger brands have the infrastructure to pivot to new distributions more easily.
“For an operation of our size, limited-edition launches are costly,” says Kathy Caton, founder and CEO of boutique drinks brand, Brighton Gin. “For example, print runs of front and back labels at low quantities are very expensive, if a different wax colour is chosen from those, we regularly use, that’s an expensive choice too.”
But launching limited-edition products is not just about sales and profit. Many brands embrace the enjoyment of playing with new flavours and designs.
“We’ve always had fun with them,” says Caton. “They’re a great way to experiment, and test and learn, and for larger operations, they’re a great way to release a product, get customer feedback and refine.”
“We do it for fun and to gain new consumers,” agrees Adriatico Amaretto’s Bellanger.
Will the limited-edition trend continue to grow?
It’s clear that brands enjoy the creativity and innovation involved in launching limited-edition products. And, for this reason alone we’re likely to see a continuation of this trend.
“We’d love to do more,” says Brighton Gin’s Caton.
And with the positive consumer response, it’s clear there’s a market for new limited-edition products to hit the market.
“There will be a significant opportunity for food and drink players prepared to take risks and launch more limited-edition products in 2025 and beyond,” says Mintel’s Forsyth.
