Megatrend and subtrend
Megatrends are everywhere, i. H. to be found mostly supraregional and in different branches and only "disappear" when they become the standard. These include B. Light or Clean Label products from the 80s and 2000s. Subtrends, on the other hand, may be locally or temporarily limited or can be found in combination with other trends. But every sub-trend can also become a mega-trend and vice versa.
Quality instead of quantity
The wide range of trends makes it easier than ever for producers to pick out the marketing-relevant benefits of their own products and to improve them even further with the help of high-quality raw materials. The aim is to reach the consumer in his comfort zone and to meet his expectations. Products that follow a trend are noticed and accepted particularly quickly by the consumer - but the demand is increasing!
Dished up lifestyle
Were trends in the past more event or seasonal driven, such as For example, at the soccer World Cup or winter seasonings, today there are emotional issues that go far beyond just eating and drinking. Veganism and Co. are moving into focus and are seen more as an attitude to life than as a short-lived trend.