1.  Start by understanding core changes in consumer behavior

It’s natural to want to jump to the specifics fast – should my brand have a Keto or Paleo offering? CBD or Hemp? But before moving to the specific ingredient or benefit trends that are growing fast today, a more effective approach is to step back and look at the bigger picture. And by the bigger picture, we mean getting a more qualitative understanding of shifting consumer needs and behaviors.    

Personalization, the desire for wellness, and global connectedness are examples of macro trends influencing changing consumer behavior. These macro trends are the driving force behind consumer choice and help us to understand why consumers are adopting specific new trends (like Keto) and, most importantly, where there can be gaps between what the market offers today and what consumers really need.  

For example, if you had looked at sales or Google search trends five years ago, you may not have predicted the resurgence of vegan claims and products. However, those who sought opportunities through the lens of growing consumer demand for natural, along with the rise of environmentalism, may have seen this opportunity earlier than others. 

2.  Supplement sales data with consumer sentiment

While sales are a great gauge of what’s growing today, they do not predict which trends will continue to grow.  And often by the time brands move on a fast–selling trend, they’ve already lost the opportunity to have a competitive advantage or unique positioning.    

So instead of monitoring sales for where to go next, we recommend looking a consumer sentiment.  This includes the importance of the trend to the consumer and predicted future growth of the trend.   By looking at these factors through the consumer lens, brands can anticipate which trends are likely to be “fads” and which trends are here to stay because they align to one or more values consumers truly care about.   

Organic is great example of a trend that wasn’t a fad.  The premise behind organic – healthy and safe food that is not harmful to the planet – is very important to a growing number of consumers.  While it started out slow, the values of consumers who prioritized organic did not wane.  Instead, they ultimately influenced more consumers to care, resulting in demand for organic that has outpaced supply and is dramatically changing the way food is farmed.   

As you evaluate which trends to adopt for your brand, consider consumer sentiment, along with sales, to help you determine if the trend is here to stay and what future growth potential consumers predict behind it.   

3.  Confirm the trend is relevant for your brand

Just because an idea, a benefit, or ingredient is trending doesn’t mean that it is the next best offering for your brand. Before you choose to include that ingredient or create that offering, we recommend evaluating the idea through the lens of your brand’s mission or purpose. Today’s consumer seeks trust and transparency, so it’s essential that everything you do feels authentic and aligned to your brand’s purpose.   

When considering any new initiative, pause to consider the idea from the perspective of your loyal consumers. This can be achieved through a variety of consumer research methods, but whatever method you use – don’t skip this step. Although the Keto [insert any other] trend may be hot today, it may not have broad appeal for your brand or among your consumer base. Worse yet, it could be a turnoff to them and result in dissonance that damages their relationship with your brand.