Thou shalt connect one trend to another
Trends do not exist in isolation, and the biggest success stories will come from companies that make connections to a number of trends.
“For example, coconut has real power to become an important ingredient because it overlaps with so many trends,” says Picaza.
“We observe how coconut water was just the beginning of this massive trend: perceived as healthy, natural, tasty and sustainable, coconut is starting to be used in a variety of food products and is the most growing flavour in the last five years in Europe across food and drink categories, according to Mintel.”
On the back of coconut water, which surged from being a market worth nothing in 2006 to nearly €2.4 billion in North America and Europe in 2014, the ingredient is now entering new segments and commanding premium prices.
For instance, coconut water brand, Buko, recently launched an organic coconut jam in the UK which also appeals to sustainably-minded consumers thanks to the brand's collaboration with Cuipo, an association which purchases swathes of primary rainforest and pledges to preserve it, thus ensuring the land is not sold to developers.
Every jar of jam purchased equates to one square metre of rainforest, and consumers can enter a barcode, printed on each jar, into the website to find out exactly where the particular patch of rainforest is.
Another thing manufacturers should bear in mind is the importance of clearly communicating to consumers the reason why something is trending, says Picaza.
“The food industry should report the ‘trendy’ aspect of its launches – such as new ingredients in a formulation - but more importantly, it must clearly communicate the benefits that will bring new food or beverage to consumers.”
