I was recently interviewed by the folks at the Speciality Foods Association, for my thoughts on what is happening in their sector.
How a Futurist Deciphers Trends
By Brandon Fox, January 2016
Fads have a shorter lifespan, trends have a shorter lifespan, consumers have a shorter attention span.
Author, speaker, and consultant Jim Carroll offers global trend analysis and strategies for change to companies as varied as Johnson & Johnson, the Walt Disney Corporation, and Yum! Brands. Here, he discusses why trends are more complicated than “what’s hot or what’s not,” the lightning speed of consumer influencers, and why experimentation is necessary to build shopper relationships.
WHAT TRENDS ARE YOU SEEING IN THE FOOD INDUSTRY?
Boy, where do we start? I take a different approach—it’s not “what’s hot or what’s not,” but how are things changing and how quickly can specialty food come to market
People are influenced faster than say, five or 10 years ago—or even a year ago—and a lot of that has to do with social networks, but also with just the way new concepts and new ideas are put in front of them.
I spoke to a group of beverage executives a couple of years ago about what was happening with food and alcohol. I told them to think about “Mad Men.” All of sudden, 1960s retro drinks were all the rage. It happened quickly because people are influenced in new and different ways. It’s not, “what are the new taste sensations?” but “where are those new taste sensations coming from?”
[As for what’s emerging now,] consider how hummus grew as a trend—and then consider what comes next: more quinoa, buckwheat, and rice [products] as people seek similar healthy snack and meal options. And there are fascinating new developments like fruit sushi, chocolate-flavored soda, and even bacon-flavored vodka.”
WHERE DO YOU SEE INFLUENCES COMING FROM SPECIFICALLY?
One example I use all the time is bacon. I traced it back from an article that appeared in the Associated Press newswire in March 2011. The article was called “How Bacon Sizzled and People Got Sweet on Cupcakes.” [The author] followed the trend back to a wine distributor in Southern California who, about six years ago, paired a Syrah with peppered bacon at a tasting. That somehow got out onto the blogs of the time and all of a sudden, boom! Bacon became hot. Everyone talks about Facebook and Twitter all the time, but it’s a new kind of connectivity in terms of how we eat and drink and how we share and talk about it.
DO YOU THINK CELEBRITY CHEFS’ INFLUENCE HAS BEEN STRONG ENOUGH TO DRIVE THIS INDUSTRY?
Huge impact. It used to take a new taste trend from a high-end restaurant five years [to filter down] and now it takes six months or three months or less because there is so much exposure. And another thing is food trucks. People can’t meet the high capital cost of a new restaurant, so they roll out a truck. They’re everywhere. You have people with obvious skills. They can now do what they want and get in front of an audience. And with television shows like the Cooking Channel’s “Eat Street,” it’s a supernova that’s moving faster than ever before.
HOW DO YOU DIFFERENTIATE BETWEEN SOMETHING THAT’S GOING TO BE SUSTAINED VERSUS A BLIP ON THE RADAR? YOU’VE TALKED ABOUT BEING NIMBLE, BUT IS THERE A DANGER TO JUMPING TOO QUICKLY?
Too fast or too slow? When the low-fat and low-carb trends came along, by the time [companies] got a product to market, the trend had come and gone. One fascinating experience was when I was doing a talk for Reader’s Digest’s food and entertainment magazines on the same day Lehman Brothers went down and the stock market crashed. The focus of the conference quickly became the economic downturn, comfort food, and the fact that people would focus on more grocery shopping and less time in restaurants. That was the day that Campbell’s Soup was the only stock that went up in value. The buzz around the room was that we, as a food industry, are not very fast or agile to respond to these fast-paced trends.
THAT WOULD HAVE BEEN IN 2008—HOW HAVE YOU SEEN THINGS CHANGE SINCE THEN?
I still worry. How far has the industry come along? Well, a little bit. To a large degree, many consumer food companies still have not made much progress. Fads have a shorter lifespan, trends have a shorter lifespan, consumers have a shorter attention span. While you might have had longevity of three to six to 12 months with a particular type of food, is that collapsing now? We’re no longer in a world in which we can sit back and have a one-year planning cycle.
YOU TALK A LOT ABOUT MOBILE TECHNOLOGY. EVERYONE SEEMS TO BE DOING EVERYTHING WITH THEIR PHONES, BUT HOW CAN A COMPANY REALLY LEVERAGE MOBILE?
Think big, start small, scale fast. If you think big and look five years out—you’re, say, an olive oil company—the bottle is going to be intelligent. It’s probably going to have a chip built into it. You’ll
probably have some type of relationship, either direct or indirect, with the consumer. That’s a given.
HOW WILL A CHIP ON A LABEL OR BOTTLE HELP THE
COMPANY GET TO KNOW THE CONSUMER?
The consumer might have liked the company on Facebook—maybe there was a very effective ad on Facebook and they have agreed to share their information. That establishes the relationship. When [the consumer] walks into the store, their mobile device has that
relationship embedded in it and the product with the active
packaging chip in it recognizes that they’re near and starts running a commercial on an LED screen while they’re walking into the store. It might say something such as, “You’ve liked this before, so here’s a coupon that we’ll zip to your mobile device.”
That kind of freaks me out.
I’m 56 and that kind of freaks me out, too. My son—he’s 20—is in a different world. He views contractual relationships in a very
different way. Five years, 10 years from now, he’s going to have more of a budget for spending, and will he accept that idea of zipping a coupon to him? I think he will.
There’s a stat I dragged out years ago—the average consumer scans 12 feet of shelf space per second. Think about that. You have very little time to grab their attention, so you’ve got to experiment quickly with new ways of putting [your product] in front of them.
Brandon Fox is the food and drink editor of Style Weekly in Richmond, Virginia. Her work has also appeared in The Local Palate and the Washington Post.