What Causes a Trend to Explode? How can we identify what’s next?
Experts say there are several factors that need to work together:
1. Advocates: A well respected evangelist or promoter of the trend, such as a celebrity chef.
2. Validity: Trends that are supported by “credible” scientific fact (like gluten free) are more likely to catch on.
3. Buzz Appeal : The exoticness or uniqueness of the trend can help it spread, especially with social media effort behind it.
4. Economic conditions: One of the factors that has made Kale and other super vegetables popular has been the movement away from meat due to cost.
5. Larger social benefits: Consumers like ingredients that are healthy for
the planet as well as the body, which is part of the popularity of Quinoa, grown without pesticides.
6. Consumer boredom: Underpinning any trend is the natural curiosity and demand among consumers for things that are new and different. That’s why most trends are short term, running their course in 18 months.
(Food Business.net, March 2013)