There’s been a gradual rise in demand for products that aid gut health, from kombucha to ginger beers. That’s meant a gradual rise in demand for brands providing said stomach aids – but a rising category tide doesn’t always provide long-term security for a brand.

Indeed, the food and drink world is littered with examples of once-buzzy companies whose stars dimmed once consumers had moved on to another trend. Agencies and marketing experts might be able to help a company proof itself for the future while taking advantage of the present. But it’s not an easy task.

We asked 12 industry experts about how they approach that issue.

“Trends generally come in three buckets – global, something that is always there and should be engrained in your brand narrative and strategy (ie sustainability), macro trends, like automation or trust and finally micro-trends, such as NFTs. Brands, especially those in the saturated food and drink space, should build their business focusing on global trends and only tap into micro trends as highlight moments to ensure longevity. Building a whole business case or offering around micro trends in order to stay authentic and relevant is not the answer.”

Louisa O’Connor, Managing Director of Seen Presents.

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