Pumpkin flavor is in the mix — but what if a company doesn’t have a pumpkin-flavored product? It needs to move fast, according to Dr. Anil Kaul, CEO and co-founder of Absolutdata. Flavor trends tend to be like fashion trends; people buy the trendy product for a while and then go looking for something new.

Food Dive spoke with Kaul about how to identify flavor trends and decide if they are a good business move.