Industry experts argue that rapid changes in our world make trend predictions unreliable; think economic shifts, climate concerns, tech advancements and social media algorithms to name a few. But trends aren’t about rigid forecasts – they are about spotting signals that help businesses stay adaptable, which is why we need them more than ever.
Why trends still matter in unstable times
Trends have never been about certainty; their role is to help businesses prepare for multiple possible futures. Even in volatile times, people’s behaviour still shifts in recognisable ways; for example seeking nostalgia for a happier and simpler time (hello prawn cocktail and arctic roll), embracing sustainability-driven choices (think home-grown vegetables or meals created from food scraps), or by choosing brands that align with their identity (Tony’s Chocolonely and its activism around slavery-free chocolate). Being turned on to trends gives you the best chance of staying ahead of the competition, and adapting to market dynamics when demand changes. This is vital for smaller companies with tighter budgets, but equally relevant for larger organisations that may find it more tricky to pivot.
It's what sits behind the trend which is important
1. Determining the behaviour driving any particular trend is the most crucial step in making trend information useful. Aim to understand: what is causing people to change their behaviour? Identify how exactly behaviour has changed, using examples of how the trend is manifesting
2. Distinguish between a fast moving social media craze, a broader industry trend and a deeper societal shift. Focus on how a TikTok phenomenon brings to life a broader trend, as opposed to being the trend itself
3. Understand that trends can conflict, and they are nuanced. Two opposing things can be true at the same time. In fact, the clash of two trends can often offer inspiring ideas for brands and businesses
For example, I would advise my drinks clients against creating a cottage cheese flavoured beer, just because TikTok went wild for cottage cheese. I’d encourage them to consider what the excitement around cottage cheese signifies. It’s a low cost, relatively healthy, versatile and filling ingredient. It captured people’s imagination by tapping into a combination of trends: Health & Wellness Focus, Elevated Everyday Luxuries and Dine at Home. A drinks brand could get on board these trends in a more relevant way with a stripped back product with few ingredients, an everyday low price point and suggestions on its versatility for a range of cocktail occasions.
How to use trends
Food and drink is a fast-paced industry, and will experience radical change over the coming decades. Within this, trends are best viewed as a rich source of inspiration for businesses; in terms of ingredient choices, taste preferences, emerging cuisines, sourcing and manufacturing methods, supply chain evolution, restaurant culture and – importantly – an ever-growing awareness and desire for health and wellness.
Aim to keep abreast of the macro consumer shifts, the supporting trends in your industry and regularly refresh your understanding of the examples which illustrate how the trend is manifesting (noting that these will change more quickly, and be more influenced by social media).
Using your own brand identity and business strategy as a filter for trends is essential to avoid inauthentic messaging, lack of relevance to the audience and, in the most extreme cases, reputational damage. Pepsi’s ill-advised ‘Jump In’ commercial from 2017 (source: Marketing Dive) was pulled after 1 day as it was widely seen to be trivialising the Black Lives Matter movement and missing the sensitivities, instead of tapping into the trend for brand activism.
If you don’t already have one, build in a simple Trends cycle to your business and ensure your eyes are open to potential risks but also a world of opportunities hidden within. This information is available online, with several organisations preparing trends and making them freely accessible to all.
Trends can’t guarantee your future success, but they make it less likely you’ll become dull versus the competition and lose connection with your customers and prospects. Trends help keep your minds active, ideas flowing, the business agile and everyone more connected with the lives of the people you serve.
Trends aren’t dead; they’ve just evolved into a tool for adaptability.
If you want deeper insight into the Food & Drink landscape, help creating a strategy to leverage trends, or some fresh disruptive creative, please get in touch Emily@PlatformAlt5.com
