This is a little controversial, but if you're looking at trends alone, you could be missing out on a $1 trillion market.

Why? Well, while everyone’s looking at trends, there’s a goldmine in the opportunities they’re ignoring.

For example, If you’re paying for research or following trend data, chances are you’re focused on what the "better for you" movement means for your roadmap.

And why not? It’s projected to hit $USD 1 trillion by 2027.

> Food: Plant-based, low sugar, clean ingredients, functional foods
> Beauty: Clean ingredients, cruelty-free testing
> Household goods: Non-toxic, no single-use plastics
> Beverages: Low/no alcohol, functional drinks

You get the gist.

But here’s the thing: sometimes when the world zigs, it’s time to zag.

For every trend, there’s an anti-trend. A group of people that care about the opposite of what's mass market.

And in this case, I’m calling it "indulgence and convenience."

Think nostalgia, comfort, and yes… a whole lot of sugar.

And guess what? This market is ALSO worth $1 trillion.

I've seen some evidence of this lately:

Rockman in Austin (the anti-Erewhon) sums up their proposition in 5 words: caffeine, gluten, sugar, butter, booze.

7Up just went against the better-for-you soda movement and launched a full-sugar Shirley Temple. (thanks Snaxshot)

... just don't be like MrBeast and launch Lunchly as a healthy snack, when it's clearly a guilty (and kinda yuck) pleasure.

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So what’s the takeaway?

The best products solve problems no one else is looking at, and sometimes, the anti-trend becomes your biggest advantage.. you just have to know how to spot it.