The Jobs to Be Done (JTBD) framework is a way of understanding consumer behavior by identifying the “job” a product is hired to do. Rather than focusing on traditional demographic segments (like age or income) or tracking what’s trending, JTBD uncovers the functional, emotional, and social reasons people choose one product over another.

This approach views purchasing decisions as solutions to problems. For example, someone might not be buying a protein bar just because they saw it trending on TikTok or because it's labeled keto-friendly. Instead, they may be 'hiring' it to keep them energized between meetings during a chaotic workday. Another consumer may turn to a ready-made smoothie not just for convenience, but to feel like they’ve made a healthy choice in an otherwise busy morning routine.

Why the JTBD Framework Is Effective in the Food Industry

Consumer choices about food and beverages are deeply personal and often driven by context. JTBD goes beyond surface wants to find the why – the real driver of decision-making. Here's why that matters:

• Finds enduring demand – Trends change, but underlying needs don’t. JTBD identifies needs that persist over time.
• Informs real innovation – Knowing what job a product fulfills opens the door to fresh product ideas that actually solve consumer problems.
• Reduces market risk – Products developed around verified consumer jobs have a higher chance of success, since they’re grounded in real-life context.

JTBD in Practice: A Simple Example

Imagine a fictional beverage startup that launches a line of sparkling adaptogenic drinks because wellness drinks are trending. Sales start strong but taper off in six months. If that startup had used JTBD research, they might have uncovered that their potential customers weren’t just seeking trendy ingredients – they were actually looking for a low-calorie afternoon beverage that helps them stay alert without the crash. That insight could lead to a different formulation, marketing approach, or even a different product altogether – one grounded in a real, lasting consumer need.

For food and beverage brands, especially those managing tight innovation timelines or investing heavily in R&D, JTBD offers a clearer map forward. It helps you cut through the noise of trend-driven behavior and focus on what drives consistent demand. Whether applied during early market research, during concept testing, or as part of long-term strategy, Jobs to Be Done is a valuable foundation for customer-first growth.

When launching a new product or planning a strategy in the food and beverage industry, it’s tempting to follow rising trends. After all, trends are exciting, easy to spot, and quickly gain traction. But relying solely on food trends can be misleading. To create something that lasts, businesses need to understand the difference between a consumer trend and a consumer need – and how each plays a role in product innovation.

Understanding the Nature of Trends

Food trends are shifts in consumer preferences that often reflect current events, cultural changes, or technological developments. They can be temporary or, in some cases, evolve into lasting changes. Examples include:

• Fermented foods gaining popularity due to gut health awareness
• Zero-sugar drinks driven by shifting health perceptions
• Vegan meat substitutes responding to sustainability concerns

These trends are valuable to monitor. But when companies build products just to follow a trend – without understanding the underlying consumer story – they run the risk of launching an offering that’s quickly outdated. This is one key reason why food trends often fail to deliver long-term results.

What Are Consumer Needs?

Consumer needs, in contrast, are the consistent drivers behind behavior – the challenges people are trying to solve with your product. In the food industry, these needs are often tied to:

– Convenience – “I need something portable I can eat in the car.”
– Energy – “I want a quick pick-me-up before my afternoon meeting.”
– Comfort – “I’m looking for something warm and satisfying at the end of a long day.”

These needs may look different across consumers and contexts, but they change slowly – if at all. Products that align with core needs stand the test of time because they stay relevant, even as trends fade in and out.

Why It Matters for Product Development

When brands confuse trends with needs or rely on food industry trends alone, they risk misreading the market. A flavor profile might be hot right now, but does it solve a problem? Does it fit into your consumer’s lifestyle and context? That’s the power of JTBD: it reveals the function your product plays in people’s lives – not just how interesting it looks on Instagram.

For example, a fictional brand that sees a spike in matcha popularity might rush to launch a matcha protein drink. But if research shows their audience is actually seeking a late-morning energy boost without crash or jitters – and that taste matters less than benefit – they might consider a different formulation entirely. By understanding customer needs in the food industry, the company can predict products that meet consistent demand rather than fleeting interest.

Ultimately, food and beverage innovators need to look beyond what consumers are saying they like right now, and ask what they’re truly trying to accomplish. Pairing trend awareness with Jobs to Be Done thinking – AKA the best way to predict food and beverage success – helps build lasting relevance in a crowded, evolving market.

In a fast-moving, taste-driven industry like food and beverage, staying ahead requires more than chasing the latest flavor or formulation. The Jobs to Be Done (JTBD) framework offers a powerful advantage by uncovering why consumers make the choices they do. Rather than reacting to fleeting food trends, brands that use JTBD focus on deeper, unmet customer needs – giving them a long-term edge in product innovation and market success.

Most trends in the food industry – from turmeric lattes to plant-based everything – gain traction quickly but can fall just as fast. JTBD digs below surface trends to answer a more fundamental question: What job is the consumer hiring this food or drink to do? When companies understand that, they can design products around real behaviors, not guesses or hype.

Clearer Strategic Direction

JTBD helps teams prioritize investments and concepts that meet actual demand rather than assumptions. This means fewer failed launches, more relevant products, and better alignment across R&D, brand, and marketing teams.

Built-in Differentiation

Instead of launching a “me-too” version of an existing trend, you can design for specific moments and motivations, like a snack that helps remote workers stay focused, or a beverage crafted to replace afternoon energy crashes. These solutions aren’t just novel – they’re needed.

More Predictable Outcomes

Since JTBD ties products to functional and emotional outcomes consumers are already seeking, it becomes easier to predict lasting success. Your product doesn’t just delight in a category – it earns a place in the consumer's routine.

JTBD also enhances consumer research by reframing how questions are asked and answered. Traditional research might ask, "What new flavor would you try?" JTBD asks, "What kind of snack helps you get through a long commute without stopping at a drive-thru?" The second question points to a real need, something people are already trying to solve.

Ultimately, brands using JTBD do more than respond to food industry trends – they create thoughtful solutions guided by powerful consumer insights. And that’s what turns ideas into advantage.

To see how Jobs to Be Done shines in action, it helps to walk through a few simple food and beverage examples. These are not real client cases, but fictional stories designed to show how businesses might use the JTBD approach to drive real outcomes.

Example 1: A Breakfast Bar That Beats the Snooze Button

A start-up notices a gap in the morning routine: people waking up late, skipping breakfast, and grabbing coffee instead. Instead of simply making another protein bar, they ask: “What is the job people are trying to get done?”

The answer: Consumers want to feel more alert and focused without adding time to their morning routine.

The result? A compact breakfast bar with added caffeine, brain-boosting nutrients, and quick digestibility – perfectly designed for “late risers who still want to hit the ground running.” It wasn’t just a bar; it was a shortcut to mental clarity before 8am.

Example 2: Rethinking Sparkling Water for Social Settings

Rather than launching another flavored sparkling water, a beverage company decides to explore customer needs more deeply. Through JTBD research, they find that many adults want to join in on social drinking occasions without consuming alcohol – but don’t want to feel “left out.”

Armed with this insight, they develop a sophisticated sparkling beverage that mimics the look and ritual of a cocktail, complete with botanical notes and a premium bottle. It succeeds because it’s not just “another seltzer” but a credible alternative for adults seeking belonging, without the buzz.

Example 3: Reinventing the Meal Kit for Busy Parents

A prepared foods company wants to appeal to time-strapped parents. Traditional innovation might focus on faster cooking or new menu ideas. But JTBD uncovers a deeper job: “I want a dinner solution that lets me feel like I’m caring for my family – even when I’m exhausted.”

This leads to a new line of customizable kits with guided steps kids can help with, transforming dinner into a moment of connection. The real win? Helping parents feel like good caregivers, not just solving hunger quickly.

These examples show how JTBD shifts the spotlight from food trends to what truly matters: the mission the consumer is on. When brands create products that support those missions, they’re not just chasing hype – they’re solving real problems, earning long-term loyalty, and unlocking food and beverage insights that matter.

Now that we’ve explored the power of Jobs to Be Done, the next question becomes: how can food and beverage brands practically apply JTBD to their new product development efforts?

While the JTBD concept sounds abstract, it can be made highly actionable with the right methods. At its core, JTBD research focuses on learning how people make decisions across different contexts – then uncovering the functional, social, and emotional drivers behind them.

Start With the Right Questions

Instead of asking, “What do you like?” JTBD starts conversations with questions like:

• “What were you trying to do when you chose that snack last week?”
• “Tell me about a time when lunch felt especially satisfying – what made it that way?”
• “When do you find yourself looking for a pick-me-up during the day?”

These deeper questions help reveal consumer behavior patterns and unmet needs that go beyond category assumptions.

Identify Jobs Across Different Moments

Consumers often “hire” food and beverages for different reasons depending on time of day, social setting, or emotional state. For example, the “get me through the afternoon slump” job is very different from the “I want to feel indulgent” job at the end of the week. JTBD research maps these situations out to inform distinct, targeted solutions.

Integrate JTBD Into Product Innovation Cycles

Once you’ve gathered insight-rich data, JTBD becomes a strategic lens for prioritizing, brainstorming, and developing new products. Use the jobs identified to:

• Test whether existing concepts actually meet a real job
• Develop new ideas tied to high-frequency or emotionally important jobs
• Refine packaging and messaging to match the job clearly

Unlike trend tracking, which can be reactive and generic, JTBD gives structure to understanding customer needs in the food industry. It becomes a roadmap that keeps teams focused throughout research, development, and launch.

And importantly, JTBD works well in combination with other market research methods like concept testing or segmentation. It’s not a replacement – it’s a powerful addition that ensures everything you build is grounded in real-life intent.

For brands navigating a crowded market filled with noise, understanding what drives food and beverage innovation through the lens of JTBD is one of the smartest moves you can make.