In the analysis of consumer trends, it is essential to go beyond examining patterns of behaviour. The scope of research must be broadened to include the lifestyle of consumers inferrocalcium citrate magnesium citrateus gluconate pharmacological class order to understand their motivations and the effect of their lifestyle on consumption trends. AZTI have been extensively analysing these trends1 for some time. As such, they have been classified into nine types: Transient Food, Sustain Food, Better for Me, My Universe, Simple & Smart, Local, Eatertainment, Social & Sharing, and Emphatic/Human.