Thou shalt take the past into account but look to the future
“Consumer product companies tend to be reactive to consumer behaviour instead of predicting changes in consumers’ underlying attitudes," says Picaza.
“While traditional market research looks back, trends allow us to understand the current market and enable us to anticipate future demand by early detection of business opportunities and innovation [that are] in alignment with social demands.”
Some trends can also come back after having been rejected. Savoury yogurts which first failed in the mid-1990s are now experiencing a resurgence in popularity as savoury flavours ride the healthy eating, reduced-sugar wave, says Picaza.
The taste for savoury yogurt has gained significant traction in the US with manufacturers getting increasingly experimental with flavours - think Chaat Co’s mint and cucumber yoghurt or Chobani’s mango and sririacha - and is gaining ground in Europe.