Jobs To Be Done (JTBD) is a consumer research framework that focuses on understanding the underlying motivations behind a purchase. Rather than simply asking what people are buying, it asks why they’re buying it. What job do they need this product to do in their life?

In the context of CPG strategy, this shift in perspective is powerful. For example, a consumer might not be buying a protein bar because it’s trendy or high in fiber – they’re buying it to satisfy hunger quickly between meetings, or to feel healthier during a hectic day. That underlying job – the functional, emotional, or social need – remains consistent, even as ingredients and packaging trends change.

How JTBD works at its core

Jobs To Be Done helps uncover:

• Functional needs – What does the consumer need the product to help them accomplish? (e.g., staying full, solving a pain point)
• Emotional needs – How do they want to feel when using the product? (e.g., confident, relaxed, productive)
• Social needs – How does the product affect how they’re perceived by others? (e.g., aspirational, caring for their family)

Once you understand these “jobs,” your brand has a clear direction on how to design, position, and evolve products to meet real-world needs – which stay relevant even as surface-level trends shift.

Why JTBD matters for CPG brands

CPG marketers and product leaders often struggle to separate short-term hype from lasting demand. JTBD cuts through that uncertainty by focusing on consistent consumer behaviors. It offers a grounded approach to long-term planning tools for CPG brands.

Here’s how JTBD helps in key areas:

• Product innovation – Design solutions that solve unmet needs, not just chase trends that may fade.
• Brand strategy – Position offerings around real-life scenarios and motivations, not fleeting buzzwords.
• Consumer insights – Go deeper than demographics; understand the context behind choices.
• CPG planning – Build roadmaps based on what your consumers are actually trying to get done – not what’s showing up in next month’s headlines.

For example, a fictional beverage company using JTBD might uncover that their customers reach for drinks to unwind after hectic workdays – not just because they are low-calorie or plant-based. That insight guides everything from messaging to innovation, and holds more weight than simply targeting a “wellness” trend.

Ultimately, JTBD helps teams stay consumer-centered while providing a framework that supports sustainable product innovation and long-term CPG success.

Trend reports have long been a fixture in CPG strategy. They’re packed with fresh ideas, emerging flavors, new dietary preferences, and shifting consumer behaviors. Used wisely, they spark inspiration and bring awareness to budding cultural movements. But when companies lean too heavily on trend forecasting – especially without balancing it with deeper consumer research – it can set them up for short-term wins and long-term misalignment.

Trends move fast – your core consumers don’t

One of the biggest limitations of trend reports is their fleeting nature. What’s hot today may be outdated by the time a product hits the shelf. For example, a trend report might highlight turmeric as the next big ingredient. Acting fast, a brand rushes to release a turmeric snack. But if the consumer isn’t looking to solve a job that turmeric helps with (like easing digestion or feeling energized), the product may struggle to find a loyal base.

This happens because trend data usually tracks what people are noticing or trying – not why those things matter to them. Without connecting to the underlying consumer job, new concepts run the risk of becoming novelty products, not solutions that stick around.

Trend overdependence can cloud real opportunities

Instead of uncovering unique whitespace, trend reports can lead CPG brands toward crowded categories. If everyone is reading the same data, innovation often starts to look similar across the board. This results in over-saturated shelves, brand confusion, and a challenged identity.

Compare this to using JTBD insights. By focusing on stable consumer motivations, brands can find unmet needs that aren’t obvious from watching trends – like helping busy parents feel they’re doing something good for their kids, or empowering someone to eat better despite a chaotic schedule.

Why this matters for long-term CPG planning

Trends are informative, but they’re just one piece of the puzzle. Relying solely on them can lead to short-lived product success, difficulty in building brand loyalty, and uncertainty in innovation pipelines. Many trailblazing brands have learned this the hard way – launching products that burn bright but fade fast.

To future-proof your strategy, combine the inspiration from trend forecasting with foundational tools like Jobs To Be Done. It’s not about rejecting trends – it’s about translating them into solutions that solve real, enduring problems.

Here are a few signs a CPG brand may be over-reliant on trend reports:

• Frequent product pivots with unclear performance
• Difficulty connecting consumer behaviors to brand purpose
• Short-lived product success followed by rapid shelf decline
• Internal debates over which trends to follow next

That’s where Jobs To Be Done becomes a steadying force. It gives CPG leaders a way to confidently prioritize ideas, even in fast-changing markets.

One of the key benefits of the Jobs To Be Done (JTBD) framework is its ability to uncover the deeper, consistent motivations that drive consumer behavior – motivations that don’t fluctuate from year to year. Unlike surface-level fads captured in trend reports, JTBD focuses on why people make certain choices, regardless of trending flavors, packaging styles, or marketing buzzwords.

In the CPG industry, this clarity is crucial. Consumers may change what they buy, but the underlying reason often stays the same. For example, people have always needed convenient meals that fit with a busy lifestyle. Whether they choose microwave dinners in the 90s or ready-to-cook meal kits today, the job remains: “Help me feed my family quickly on a busy weeknight.”

Jobs stay stable, even as solutions evolve

What’s powerful about JTBD is that it gives brands a steady lens to understand their audience even as categories shift. By identifying these enduring consumer jobs, CPG brands can create solutions that aren’t just on-trend for today but relevant for the long-term.

Here are a few examples of stable consumer jobs in CPG:

• “Help me feel energized in the morning.” – Drives demand for breakfast foods and beverages.
• “Let me give my kids something nutritious they’ll actually eat.” – Influences snack and lunchbox innovation.
• “Allow me to treat myself after a stressful day.” – Sparks indulgent product lines and comfort foods.

These jobs don’t disappear – they evolve. Using Jobs To Be Done, consumer research uncovers these core needs, allowing brands to stay connected with their consumers even as the market shifts.

Fictional example: A beverage brand using JTBD may find that consumers aren’t just looking for “hydration” (a basic need) but rather to “feel in control of their wellness without overcomplicating their routine.” That deeper insight can inspire innovation that outlives any fad like coconut water or collagen boosts.

Rather than chasing what's trending, JTBD anchors product development to real human motivations that stand the test of time – a must-have approach in long-term CPG strategy.

Successful CPG growth requires more than reacting to the latest trend report – it demands a future-focused approach rooted in what people truly need. The Jobs To Be Done framework gives decision-makers the insights they need to design CPG strategies that sustain relevance and drive innovation over time.

Turning jobs into innovation roadmaps

Once clear consumer jobs are identified, they can be mapped across multiple product categories, price tiers, and usage occasions. This opens up a wide range of opportunities for new product development, line extensions, and even messaging strategies – all anchored in a stable, validated consumer need.

Let’s say a snack company discovers through JTBD research that a key consumer job is “Help me feel good about what I’m giving my kids, even when I’m rushed.” That insight can translate into a long-range innovation strategy that includes:

• On-the-go packaging designed for busy parents
• Ingredient labels centered around simplicity and transparency
• Marketing focused on empowering better choices under time pressure
• Cross-category expansion into lunchbox solutions or afterschool treats

Because the strategy is built around a long-standing job rather than a passing trend, these ideas retain their impact even as the “hot ingredient” or “format of the year” changes.

JTBD integrates well with other strategic tools

JTBD doesn’t require starting over – it actually strengthens existing business frameworks. It can complement strategic brand pillars, innovation pipelines, and even portfolio audits by revealing new ways your current products are (or aren’t) doing the job well for your customers.

This makes JTBD a natural fit for CPG planning teams looking to:

• Prioritize products with long-term value
• Differentiate in crowded markets
• Future-proof a portfolio based on human need

A human-centered growth engine

Because JTBD starts with people – not products – it prevents CPG brands from drifting too far from what matters. This approach narrows the gap between what consumers really need and what companies deliver, ensuring that innovation feels not only new, but necessary.

While Jobs To Be Done and trend reports both play a role in CPG strategy, they serve very different purposes. Understanding when – and how – to use each can elevate decision-making and enhance your impact over time.

JTBD: Your foundation for long-term growth

JTBD is best used when your team is looking to create sustainable, long-term planning tools for CPG brands. It uncovers the constant, human-centered needs that don’t change with the seasons. These insights are ideal when you need to:

• Build a multi-year innovation pipeline
• Develop a robust CPG brand strategy
• Redefine a product category based on unmet consumer jobs

JTBD helps you understand why people make choices – offering a strategic north star that guides development across time.

Trend data: Spotting short-term shifts and signals

On the other hand, trend reports are valuable for capturing what’s new, emerging, or gaining attention in specific markets. They help identify changes in consumer behavior or preferences that may impact packaging, flavors, marketing tone, or retail presentation.

Trend data can be especially helpful when:

• You’re looking to refresh product design or branding
• You want to stay relevant with cultural or aesthetic shifts
• You need fast-turn, test-and-learn innovation ideas

The key is to recognize that trends evolve quickly and don’t always reflect long-lasting consumer needs. Using trend reports without deeper context may lead to short-lived success, especially if the product doesn’t meet a real consumer job.

Pairing both for better performance

The most effective CPG teams use both tools strategically. JTBD delivers the why behind behavior. Trends show the how that behavior may show up in the current market. Together, they ensure you’re meeting the right need in the right way – minimizing risk while maximizing relevance.

For example, a fictional frozen meal brand might discover that a core job is “Help me feed my family something healthy, even when I’m exhausted.” They can then look to trend reports for inspiration on plant-based ingredients or global flavors to make that job feel new without losing focus.

In short, JTBD grounds your CPG planning in enduring truths. Trend reports help you bring that truth to life in today’s market. It’s not about choosing one over the other – it’s about knowing what each is best for.