Summer Sampling Trends
As temperatures rise, so does consumer interest in discovering products that complement their summer routines – think hydration, skincare, sun protection, and feel-good treats. But standing out in a crowded market takes more than just a flashy seasonal label. Smart brands are turning to targeted, insight-driven sampling and on-the-ground brand experiences to get real products into real hands – and that’s where Gems Sampling comes in.
Here are the top summer sampling trends heating up in 2025 and how brands can tap into them:
🌿 1. Wellness & Functional Everything
From electrolyte powders to mood-boosting teas and sleep-enhancing sprays, consumers are prioritizing wellness, even while on holiday.
How to tap in:
Use Gems Sampling’s opt-in system to target health-conscious offices, university students, or households based on their individual preferences. Our wishlist data reveals exactly which wellness benefits matter most – from energy to immunity – so your product lands with the right audience.
Or take it to the streets with our experiential activations in city centres or near high-footfall locations, where passers-by can trial wellness products on the move and engage with your brand face-to-face.
🌞 2. Sun-Ready Beauty & Skincare
SPF moisturizers, mattifying makeup, and after-sun care are summer staples, but consumers want to try before they buy, especially with new-to-market or premium-priced products.
How to tap in:
Our range of sampling opportunities ensure your product arrives just in time for weekend trips, festivals, and sunny commutes – when it’s most likely to be used and shared. Through our specialist opt-in mechanics, we can target your deliveries around consumers holidays and trips away.
Want to create buzz in real-time? Our experiential team can bring your summer skincare range to life with outdoor pop-ups, branded sampling stations, and beauty advisors, designed to get your product into the hands (and bags) of your ideal customer – whether it’s just before they go on holiday at a transport hub, or getting brand-to-hand when they’re contemplating what to purchase.
🧊 3. Cold Snacks & Sippables On the Go
Brands offering refreshing drinks, iced coffee, protein shakes, or portable treats are seeing a surge in summer trial. But logistics are tricky.
How to tap in:
Our fulfilment network is built to handle temperature-sensitive items and rapid turnaround. Whether it’s using branded pedicabs to distribute an ice-cream on the hottest day of the year, or specially designed chilled boxes arriving just-in-time for Thursday drinks at the office. It’s perfect for summer commutes, bar areas, or lunchtime foot traffic – we specialise in creating omnichannel sampling moments. Plus, we collect real-time feedback on taste, texture, packaging, and repurchase intent.
💼 4. Return of the Commuter
Hybrid working is here to stay, but summer sees a spike in office days thanks to in-person meetings, team events, and post-work drinks; with most cities around the World seeing a near-return to pre-2020 levels. Whilst anyone who’s ever been on the London Underground in the height of summer will attest, anything that can help deal with the heat and humidity is a life saver.
How to tap in:
Gems Sampling gives you access to a vetted network of offices and corporate campuses, where sampling becomes a shared experience – and a talking point across teams. Complement this with experiential campaigns outside commuter hubs or co-working spaces, turning a morning coffee run into a branded product moment.
📸 5. UGC-Ready Sampling
Consumers love sharing what they try, specially if the experience is photogenic, limited-edition, or tied to summer vibes.
How to tap in:
We help brands incentivize and collect user-generated content; including share-worthy items that consumers can’t help but post online. Whether it’s hand-fans, bunting, or even deck-chairs – we have 100s of options for specially branded pieces to elevate your sampling to the next level.
Not only that, but through QR-linked feedback pages, branded opt-ins, and consumer funnels; our experiential activations add another layer, offering real-world backdrops and touchpoints perfect for social sharing, especially when paired with giveaways or on-site competitions.
💡 The Takeaway? Tap into Hottest Summer Sampling Trends in 2025
Sampling isn’t just about reach, it’s about relevance and resonance. This summer, the smartest brands are going beyond basic drops, embracing both precision targeting and immersive real-world touchpoints to turn product trial into consumer action.
At Gems Sampling, we combine:
- Pre-campaign profiling
- Opt-in delivery (office, at-home, university)
- Experiential activations in high-impact areas
- Real-time feedback collection
- In-depth reporting
- ROS analysis
- …and more – read full list of key features
…to ensure you’re able to tap into the sampling trends in 2025 with a data-rich, high-engagement brand experience.
🔗 Want to build your ultimate summer campaign?
Let’s chat – whether it’s a mass opt-in, a face-to-face activation, or a full funnel strategy, we can launch in as little as one week.
