ABSTRACT
When it comes to distinguishing between “trends” and “fads,” marketers have long been interested in schooling on the art and science of determining what is a “fl ash in the pan” versus what has staying power for the industry. Presumably, this interest is reality-based. This is because there is nothing costlier than investing millions of dollars behind a new product effort (which can take 2-3 years in large companies
from initiation to launch) designed to address a growing “trend,” only to have these products hit the supermarket shelves precisely at the same time pundits and consumers have declared the so-called trend to be fi nished. Not just fl avor trends, but also a number of health-related trends have had their share of peaks and valleys in recent years. These “roller-coaster” rides have given marketers pause as to the wisdom of addressing a costly and speculative opportunity.
