Micro trends are smaller, more specific trends that come and go relatively quickly. You’ll be seen as the leader of a big idea. Incorporate macro trends into your forecasting and anticipate them early enough. By building on health and wellness momentum in the emotional food space, combined with convenience and “better-for-you” macro-trends, Cilff Bar catapulted the protein bar into the mainstream, which is now an enormous category. Take Cliff Bar: Twenty years ago, sports nutrition was a macro trend just starting to gain mass appeal outside the small health food retailer footprint. If you can incorporate some of these macro trends into your forecasting and anticipate them early enough, you’ll be seen as a leader of a big idea. The appealing thing about macro trends is that they build over time and stick around for a while. Some examples of current macro trends in CPG food packaging design include sustainability, health and wellness, and convenience. They are long-lasting, usually slow to change and relate to broader human interests. Macro trends are large-scale, overarching trends that majorly impact society, culture, and the economy. Brands can’t ignore trends because they must remain relevant, and packaging needs to reflect that. Design and consumer interest trends are frequently changing, and responding in a digital environment is much easier. One of the more significant challenges for CPG food brands is staying ahead of the curve with the timeline required for rolling out new packaging. Positioning based on leveraging a solid foundation around macro trends with a gentle lean into carefully selected micro trends is a smart combination for CPG packaging design and can lead to strengthened longevity.
#MACRO VS MICRO TRENDS HOW TO#
By Vanessa Doll How to utilize trendscaping to create relevance for your brand.
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