Innovation conference

Food fads and trends must be separated before innovating

By Laurence Gibbons

- Last updated on GMT

Related tags Innovation

Food and drink manufacturers should understand the differences between fads and trends before investing money in innovations, according to food futurologist Morgaine Gaye.

Gaye encouraged firms to look towards themes – such as health and water scarcity – not moments – such as Mexican – when planning innovation in this exclusive video for filmed at the IFE conference last month.

“Fads and trends are very different,”​ said Gaye, who will be addressing our new food innovation conference​ in London on June 26. (See more details at the end of this article).

A fad

“Something like the cronut​ [a cross between a donut and a croissant] was a fad, it happened very quickly and now it has past.

“More of a trend is an overarching theme, which is much more a trend driver – so we might say health is a trend.”

Watch this video to find out where Gaye said food businesses could look to spot trends.

‘Rare opportunity’

Gaye also encouraged food and drink businesses to exploit a “rare opportunity”​ to attend a conference targeted solely at food and drink innovation – New Frontiers in Food and Drink.

The conference, which will include a keynote speech from Gaye, takes place on June 26 2015 at etc.venues in St Pauls, London.

Fads and trends

Fad: brief lifespan, such as cronuts

Trend: overarching theme, such as health

“It will be about  looking to the future and innovating and I think everyone wants to know what’s coming and how we can innovate and think of new things,”​ Gaye said.

“That could be packaging, flavours or specific food groups.”

The event is a unique partnership between William Reed Business Media titles: the Food Manufacture Group, British Baker, Meat Trades Journal​ and The Grocer.

For more information and to book tickets, click here​. 

Or contact Caroline Croft by phone on 01293 610 347 or email pnebyvar.pebsg@jeoz.pbz

Book by April 30 to benefit from an early bird rate of £361, compared with the standard price of £425. 

Related topics Flavours and colours

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1 comment

Totally agree

Posted by Dana McCauley,

Hi Laurence,
I totally agree with you. In fact, I published a video recently on the same topic. I think you'll like my Tree images that divides trends, fads and forces.

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