Oat-based vegan pizza: translating trends with retail category analysis

Just one viewing of the brilliant Tastewise report which revealed, using AI-based consumer data analysis, why oat-based vegan pizzas are going to be the next big thing in the UK was enough to convince me that this is the future for NPD and ideation teams.

As we know all too well, ‘traditional’ trend analysis often comes after the event. The crystal ball gazers love to hype about existing products on the market, rather than provide authoritative proof of trends through a combination of both the quantitative and the qualitative – irrefutable consumer data validated with in-depth exploration of consumer motivations.