Keeping up with the Joneses

It’s that time of year when trends aplenty hit the headlines. Pulling you this way and that, it’s hard to know how to respond to a trend.
Well, timing is everything. In a market of pretty consistent flux, being first to market with a new product or idea in food and drink is absolutely the goal for some companies and brands. For others, it’s not necessarily the case – it could be a commercial disaster. For these companies, their audience needs to sit for longer with newness, to evaluate it based upon who else is living this new trend, or buying into it. Plant-based anyone? For a trend to succeed, the audience needs to be in a position to respond to it. To understand it, to desire it. There are many factors that shape how a trend eventually lands and is perceived by the end customer.
For companies who believe they have perfected one, they find out another one emerges. But not for long. Next calls for a focus on yet another trend, before this is swiftly replaced by something else. With the influence of social media, a quick skim and you’ll find hundreds of previously seemingly inconceivable trends that simply didn’t match your algorithm. And just as they catch your attention, the internet has moved on.
Today, the zeitgeist is in many ways elusive. We are now in the era of micro trends.
With the new year, new food trends are on the way. Trends tend to build on each other, and likely a lot of the popular phenomenons we’ve been seeing in 2024 will continue to proliferate through the next year.
Change is imminent. Yet, ensuring the basics is fundamental. The food industry is undergoing significant transformation, driven by evolving consumer preferences towards sustainability, health, convenience, and a desire for unique culinary experiences. Consumers are increasingly demanding transparency from food companies, particularly when it comes to ingredients and sourcing. The availability of wholesome and flavourful ingredients that align with consumer demand is a top priority.
Companies will have to consider investing in renewable energy sources and sustainable agricultural practices to demonstrate their commitment to reducing their carbon footprint, and should consider adopting sustainable packaging solutions and supporting local producers.
Businesses should look for ways to reduce food waste with consumers increasingly concerned about the environmental impact of their food choices. By committing to these measures, companies can demonstrate their genuine commitment to sustainability and make a positive impact on the environment.
The business of trends is an ever-evolving field, and has become an important tool for ultimately reaching consumers. By staying on top of these emerging trends, food companies have the opportunity to build strong relationships with their supply chain and consumers and hopefully use them to navigate the complex landscape of the food industry.
- Rodney Jack, editor, Food & Drink Technology.
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