Trends in products: inspiration or distraction?
When you’ve been in your lane for a while, you can fall into patterns of the way you look at things.
When X, Y or Z brand launch something trending, should you, too?
When a product suddenly goes viral out of nowhere, should you go all in, too?
Recently the HUGE impact of Dubai Chocolate came from nowhere and saw a lot of brands try to jump on the bandwagon.
Unfortunately in FMCG world, by the time something has peaked and you’re in production, you’re often seeing the tail end of a trend by the time you get to market.
Unlike tech or fashion, your time to market is usually a lot longer - especially if you’re reliant on grocery channels.
Uncoupling the hype from the more sustainable side of the trend may be where it’s worth exploring, but before you sink time, energy and resources into the pivot, think - are we trend hopping, or actually building viable, scalable NPD into our innovation pipeline.
We hear it all the time though right, trend led products are what consumers want..
But rather than trying to hop, why don’t we let the trends come to us, as brands?
Be clear and purposeful in your brand strategy, designing for what customers want (and surprising and delighting them along the way, too).
Root your brand lane in what’s right for you.
Don’t devote time and energy on things that are flashes in the pan.
And above all - trends come from entertainment and consumer interest…
The takeaway? Don’t be boring.