Vhari Russell, founder of The Food Marketing Experts, explains…
“This is the time of year when many are forecasting what the trends for 2021 will be and identifying tactics which will enable them to have a slice of the ‘predicted’ cake. There are many differences between a trend and a fad. A trend has longevity and is predicted by many of the food and consumer research agencies prior to hitting the shelves. Trends are pinned on acknowledged and credible consumer research findings. In contrast, a fad is short-lived, normally a craze, and certainly not a premise on which to build the marketing of your entire product range.