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You often can’t truly identify if something is a food trend or fad until you are looking in the rearview mirror, said Lynn Dornblaser, director of innovation and insight at Mintel.

Judie Bizzozero

July 30, 2019

As clean label continues to adapt in mainstream food and beverages, gluten-free, keto, vegan, and low-FODMAP diets are blurring the lines of what defines trend versus fad. Brands looking to innovate in these sectors must understand whether a product is part of a lifestyle trend (like kale and ancient grains) or simply part of a fad (like Cronuts and ramen burgers).

In this SupplySide West edition of the Healthy INSIDER Podcast, Judie Bizzozero, senior editor, Natural Products INSIDER, and Lynn Dornblaser, director of innovation and insight at Mintel, discuss:

  • Insight into the difference between a food trend or food fad.

  • Whether gluten-free, keto, vegan and FODMAP have potential to impact the market long-term.

  • Consumer perception of these dietary patterns and intent to purchase.

  • Advice for brands on how to best market their products in a crowded marketplace.

Links and resources:

Got feedback? Email Judie at [email protected], or tweet to @NatProdINSIDER using the hashtag #INSIDERPodcast

About the Author(s)

Judie Bizzozero

Content Director, Informa Markets Health & Nutrition

Judie Bizzozero oversees food and beverage content strategy and development for the Health & Nutrition group at Informa Markets (which acquired VIRGO in 2014), including the Food & Beverage Insider, Natural Products Insider and SupplySide/Food ingredients North America brands. She reports on market trends, science-based ingredients, and challenges and solutions in the development of healthy foods and beverages. Bizzozero graduated from the Walter Cronkite School of Journalism and Mass Communication at Arizona State University in 1987 with a bachelor’s degree in journalism.

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