Thou shalt not mistake fads for trends
When we say 'trends', we're not talking about chia seeds or the paleo diet, says Picaza.
These are fads and fashions, and the beverage category is particularly known for launching fashionable flavours that tend to be short-lived. “Pomegranate brands such as Pom Wonderful, came to market in 2001 on a surge of consumer enthusiasm for pomegranate juice – which died away, leaving Pom operating as a big niche brand whose sales growth stopped long ago,” she adds.
“But consumer trends are lasting and rise in popularity more slowly, while fads are ephemeral phenomena that come and go frequently with no long-term meaning. And although the trends themselves are affected by the technological, social or economic context, the basic needs, desires and aspirations change little.”
For instance, the drive for healthy eating and living is an enduring trend that companies should seek to tap into while the paleo diet is a short-term fad within this wider trend.
Meanwhile, Azti believes clean label has moved beyond the trend stage to become a ‘must do’ on a par with hygiene.
