Premium positioning is a common theme present in GlobalData’s top Valentine categories, namely, prepared meals and meal kits, makeup, perfume, grooming products, and confectionery, as well as adult toys. The leading data and analytics company’s latest survey reveals that 58%* of people globally prefer medium- to high-priced confectionery, while hair and skincare stand at 56% and 55%, respectively, suggesting strong potential for premium gifting and home celebrations this year.

Carmen Bryan, Consumer Analyst at GlobalData comments: “Valentine’s Day falls on a Monday this year, which combined with ongoing pandemic uncertainty, will see many celebrate in the comfort of their own homes. But that doesn’t mean people aren’t looking for a premium experience. Valentine’s Day is no longer defined by flowers and chocolates alone, and from the raunchy and indulgent, to more sentimental and mindful gifts, there are a lot of adventurous ideas for brands to play with this year.”

Naughty and nice and everything spicey

“It can be argued that the saying ‘sex sells’ is never truer than on Valentine’s Day. For those looking to spice things up, sales of adult toys and accessories are likely to boom during this festive period.

“Gwyneth Paltrow’s wellbeing brand, Goop, has recognised this trend, releasing a raunchy, albeit pricey, Valentine’s Day range that includes loungewear, adult toys and beauty products in time for February 14th. The brand is leaning heavily into both its controversial roots and self-care ethos that capitalises on being an ‘authentic self’ – despite a hefty price tag.”

The home chef

“As home-bound trends settle into everyday routine, we can expect to see people attempt to replicate restaurant quality meals at home. The prepared meals and meal kit categories will see an uptick in interest as people search for elaborate yet effortless meals for two.

“With meal deals on rump steak and bubbly making the rounds, such as Tesco’s £15 Valentine deal, emphasising authenticity with a touch of novelty will help to create that all important shelf presence, as these have been identified by GlobalData as influential factors for two in five* people when choosing between cuisines.”

A touch of glam

“In the run up to Valentine’s Day, we are likely to see sales in the makeup and perfume categories boom – both as the perfect gift for loved ones, and as a special treat for yourself. In recent years, beauty subscriptions have made ground, particularly in terms of fragrances, such as ScentBird or The Fragrance Club.

“Already viewed as a premium category by 46%* of people globally, a personalised subscription can be both a thoughtful and luxurious gift for those 34%** of adventurous people that like to experiment with new fragrances.”

Bring the spa home

“Over the course of the pandemic, many people have adopted DIY skin and haircare treatments to gain salon quality results. It should be no surprise then that this February, as well as a thoughtful gift option between loved ones, we will see a boom in beauty and grooming products to pamper oneself.

“It should be noted that these are no longer thought of as exclusively feminine, with trends seeing men adopt beauty regimes such as beard grooming and skincare into their morning rituals; a quarter of women (26%)** and a fifth of men (19%)** agree that they would try new beauty and grooming products out of curiosity. As such, inclusive marketing will go a long way this Valentine’s to target all interested parties.”

Indulge with the classics

“It would be remiss not to discuss confectionery – a category that is integral with the consumer history of Valentine’s Day. With three fifths* of people globally willingly trading up, personalised selection boxes will continue to be a fan favourite. Due to the category’s long association with Valentine’s Day, it also tends to see more innovation, whether it is Vegan-friendly launches or tongue and cheek limited editions – Dada Daily’s vegan boob truffles ticking both these boxes.”