How FMCG can jump on social food trends

Future Navigator asked Harris and Hayes for our take on how FMCG brands can best respond to fast-moving food and drink social trends. We explained how tricky and expensive it can be, and how new processes need to be developed in order to innovate quickly enough.

“Big brands and retailers are constantly monitoring social and paying attention to what’s trending,” says Alex Hayes, food consultant at Harris and Hayes. “Some have introduced fast-track timelines to push products through faster and catch the hype.”

Nevertheless it can still be a gamble.

“It’s very important for brands to work out what’s the difference between a fad and a trend, because things can move on so quickly,” she says, adding that the stakes are higher due to hefty development costs.

“In order to get that money back and more, you need to sell a lot of it.”

Read the full article here.

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