Global Trends Shaping Brand and Lifestyle Licensing Part 1

Strategy Briefing

About This Report

Sep 2017

Brand & lifestyle licensing is increasingly an area of focus for many companies. It is a lucrative space presenting broader business options & multiple opportunities. The 1st part of this comprehensive briefing investigates key trends & developments while analysing contemporary success stories across a range of industries. The 2nd part highlights opportunities & key challenges while providing recommendations on how to succeed in today’s ever-more overcrowded and fiercely competitive marketplace.

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Global Trends Shaping Brand and Lifestyle Licensing Part 1

Brand and lifestyle licensing: Key benefits

Brand and lifestyle licensing is mutually beneficial to both licensors and licensees. While the brand owner/licensor benefits from generating a new revenue stream, increasing their brand awareness, and expanding into new product categories, geographies as well as retail channels; the licensee generates a new revenue stream at the same time as having the association with the brand name, and differentiating its offerings from competitors.

P&G: World’s biggest licensor across fmcg

P&G is the world’s biggest licensor across fmcg companies in brand/trademark licensing earning a substantial USD3 billion in licensed merchandise sales in 2016. The key brands that drive licensing for P&G include Febreze, Vicks, Braun and Mr. Clean. Its well-known household brand Febreze now expands well beyond its core air fresheners category through brand licensing from air filters, carpet powders, spot and stain removers to vacuum bags and filters fans, bedding, kitchen bags and even cat litter.

Apparel: Top choice

While cutting across all demographics and regions, brand and lifestyle licensing penetrates many aspects of industries perhaps more so fashion. Its appeal as well as advantages are widely recognised. While doing so, collaborating with renowned designers could potentially give brand and lifestyle franchises a competitive advantage. Recent examples include MTV and Marc Jacobs, Kellogg’s and Peter Alexander, and Coca-Cola and Kit Neale partnerships. In 2017, Corona and Chupa Chups both launched licensed apparel collections inspired by the athleisure trend which has been the driver of the apparel industry alongside fast fashion.

Packaged food: Good prospects

Packaged food is a big growth area for brand and lifestyle licensing presenting good opportunities as only a fraction of products are licensed. Shelf space stability makes the industry very attractive. Diageo has been rather active expanding its Baileys and Guinness franchises, while Men’s Health, a magazine brand, extended its food lines considerably in recent years. By and large, brand and lifestyle licensing businesses are recommended to focus on the health trend, yoghurt and savoury snacks categories being particularly highlighted by industry sources with good potential to target.

Lip products: A gateway to beauty and personal care

Flavour and scent alignment make lip products an ideal target especially for licensors in soft drinks looking to expand into beauty and personal care. Past examples would include Dr Pepper, Coca-Cola, Fanta, Sprite, Pepsi and Tango. While Kellogg’s, Ferrari, Lamborghini and Tango all have launched licensed bath and shower merchandise ranges; Chupa Chups and Cheetos extended into makeup. Make-up is a category where trends are more ephemeral in nature and it is therefore in need of constant innovations and product launches to keep consumers interested. Thus, manufacturers in this category could be more open to licensing as potential licensees.

Consumer health remains untapped

As consumers increasingly lead busy and demanding lives, many turn to extra help to get them through the day. Vitamins, therefore, could potentially be a good choice for businesses who are keen to expand such as Men’s Health has done with its extensive range. Gold’s Gym entered the industry with its protein powder line in 2017.


Key findings (1)
Key findings (2)

Brand and Lifestyle Licensing Defined

Brand and lifestyle licensing: A lucrative business
Key benefits
The world’s top licensors in lifestyle licensing
P&G: World’s biggest licensor across fmcg businesses
Brand and lifestyle licensing: One customer – Multiple opportunities

Brand and Lifestyle Licensing: Apparel and Footwear

Apparel and footwear: Size of the prize
Apparel: Top choice
Key trends: Fast fashion and athleisure
Coca-Cola: Fizzy fashion
Confident steps from Coca-Cola into footwear
Chupa Chups gets comfortable in apparel
McDonald's inspires apparel
Brand licensing deals gain momentum (1)
Brand licensing deals gain momentum (2)

Brand and Lifestyle Licensing: Packaged Food

Packaged food: Size of the prize
Packaged food: Shelf space stability attracts
Packaged food: Top trends outlines opportunities
Diageo eyes up further expansion with Baileys in packaged food
Guinness set to extend its packaged food range
Men’s Health continues to expand in packaged food

Brand and Lifestyle Licensing: Beauty and Personal Care and Consumer Health

Beauty and personal care: Size of the prize
Lip products: A gateway to beauty
Chupa Chups and Cheetos expand into beauty and personal care
Coca-Cola experiments with nail polish
Consumer health: Size of the prize
Vitamins present further prospects