In late 2024, customization emerged as the key battleground for thermos brands, as consumers sought products that reflected personal identity. Leading players rolled out targeted services:

• Laser engraving: Tiger and Thermos offered personalized text or logos on thermoses, popular for corporate gifts and family use.
• Limited-edition collaborations: Starbucks’ “seasonal art series” (e.g., autumn foliage designs) generated 500,000+ social media mentions and sold out within days in Europe and Asia.
• Material personalization: Brands let customers choose lid types (straw vs. sip) and colors, with 68% of custom-order buyers reporting higher brand loyalty.

By Q4, customized thermoses commanded a 27% price premium compared to standard models—and their profit margins were 15% higher, making customization a win-win for brands and consumers.