This chapter gives a reason to understand the trends that shape what consumers want, as they inevitably impact the products that come on the market and the success of those products. Three large trends that drive most product development are: Health, Pleasure and Convenience. Introduction for Paleo products have grown exponentially, and appear mainly in the US and Western Europe. Pinnacle Foods' Birds Eye brand introduced Protein Blends in mid-2014, which is blends of whole grains and fresh frozen vegetables, beans, lentils, and edamame. Gluten-free product introductions begin to grow in the market about 2008. The second major trend area that impacts new products and new product developments is that of pleasure, or fun, or flavor. The third major trend area how convenience has developed over time. A range of cooking aids, including meal kits, appears on the market that helps consumers with less advanced skills to prepare meals.