TrendLAB
Future.
Served.
TrendLAB is where you, as food producers in product development, sales, and marketing, obtain insights and inspiration for new product development. We advise and guide you to stay ahead of changing customer demands and cravings, and to discover what’s next on the ever-evolving menu.
TrendLAB offerings
What’s next.
On the menu.
TrendLAB turns market movements and shifts in consumer behaviour and foodservice into actionable insights, helping you, as food producers, anticipate what’s next before competitors do.
- Consumer and customer insights, knowledge and pain points to solve
- Market tendencies in channels and categories as new opportunities
- Foodservice and retail Food Trends 2027/28+ for future development
About TrendLAB
Where trends
come. To life.
In TrendLAB.
TrendLAB is designed to guide food producers through a changing market. Working from the outside in, the lab helps teams decode consumer needs, customer demands, and market shifts across categories, channels, generations, and occasions. The goal is not trend-watching for its own sake but translating insights into clear opportunities for new food development, positioning, and growth. Based on the latest food trends, TrendLAB identifies what matters now, what is emerging next, and where the white space lies.
TrendLAB. Offers.
- Identifying changing consumers’ and customers’ needs
- Translating market shifts into new food development opportunities
- Exploring category trends and future food directions
- Building stronger decisions earlier in the development process
Key benefits
Signals.
Worth acting on.
TrendLAB helps food producers understand what is changing in the market and what it means for their categories, consumers, customers, and next move.
From food trends and market shifts to behaviour. The lab turns outside-in insights into directions for new food.
Key benefit 01
Shifts.
Spotted early.
We identify relevant market movements, emerging needs, and changing behaviour before they become mainstream.
Key benefit 02
Insights.
With direction.
Food trends, category insights, and customer pain points are translated into clearer opportunities for new product development and growth.
Key benefit 03
Outside-in.
Insights.
TrendLAB brings consumer, customer, and market perspectives into possible development directions earlier, helping teams move with greater clarity and confidence.
TrendLAB
The outside.
Brought in.
Food producers are facing faster shifts from customers, consumers, retail, and foodservice like never before.
Teams are under pressure to keep up with market movements, emerging needs, and shifting behaviour, while time-to-market remains a challenge.
TrendLAB guides teams to understand their category, as well as the needs, demands, preferences, and challenges of customers and consumers. The aim is to uncover future needs, pain points and opportunities, and to identify what is in demand.
By taking an outside-in approach, TrendLAB helps turn insight into clearer new product development priorities. Through insights, market trends, economics, Food Trend sessions, workshops, and customer and consumer behaviour, shifts are translated into concrete opportunities for new development and growth.
FoodHub Nordic
Six Labs.
One FoodHub.
TrendLAB 
TrendLAB is one of six state-of-the-art labs that together make up FoodHub Nordic’s development and test environment in Vejle, Denmark’s Food Valley.
Explore the other labs
Turn consumer insights into food concepts that meet customers’ demands and consumers’ needs, driving growth.
Develop and test bread and pastry concepts under real production conditions.
Develop and test at scale, from meat and fish to plant-based alternatives, without downtime.
Develop and downgauge packaging materials, review pack design, conduct pilot runs, and test at scale.
Strengthen skills across machines, processes, and packaging through theory and hands-on training.
Get in touch. Now.
Fill in the form or contact us by email or phone.
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