Key Points
- The blind box trend is spreading from the toy sector to different retail areas such as food and cosmetics.
- Aldi's blind boxes launched in June sold out within four days, followed by an additional 5,000 boxes put on sale.
- Mystery cosmetic boxes offered by brands like Gisou and Emi Jay saw huge demand from consumers.
- Experts state that consumers seek predictability in the food sector, so the trend may remain limited.
By the Numbers
The 'blind box' phenomenon, which has caused a massive sales boom in the toy sector in recent years, is now spreading to retail areas beyond toys. Generating enormous revenues for companies like Pop Mart and Miniso, this model is attracting many different sectors, from supermarket chains to cosmetics brands. It continues to attract the attention of brands, especially because it offers consumers a sense of excitement and the opportunity to discover new products outside their usual habits.
In June, the supermarket chain Aldi introduced its own blind boxes consisting of snacks and grocery products. The first batch sold out completely in four days, prompting the company to release an additional batch of 5,000 boxes on 26 June. On the other hand, in the cosmetics sector, similar mystery boxes from brands like Gisou and Emi Jay have seen intense interest from consumers.
Experts state that this method gamifies commerce, creating a drive for curiosity and discovery among consumers. However, they warn that in areas where products like food can be swapped or do not hold collectible value, this trend may not be as permanent as it is in the toy sector. They emphasize that the element of surprise should not become ordinary over time, and that it should be used not just for short-term sales increases, but to build strong relationships with customers.
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Frequently Asked Questions
- How long did it take for Aldi's blind boxes to sell out?
- The first blind boxes Aldi launched in June sold out in just four days, and an additional 5,000 boxes were subsequently put on sale.
- How was the blind box model used in the cosmetics sector?
- Brands like Gisou and Emi Jay attracted intense consumer interest by offering a limited number of mystery boxes containing hair accessories and skincare products.
- Why might blind box sales in the food sector not be as successful as in the toy sector?
- According to experts, people want predictability when grocery shopping and do not trade unwanted items to build a collection.
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