Actually, things.  According to CBD Marketing, a strategic branding and integrated marketing firm,  products are defined as things if they create a new sustained category that results in pervasive consumer use and acceptance. For example, trans fat free, bottled water, or light beer. These product categories have attracted multiple brands and products, and consumers regularly buy them. Fads aren’t bad, but they are short-lived, so better to be first on the bus than last. Trends last longer than fads, but they do have a life-cycle. Trends are fads that were better advertised and marketed.   Niches have sustained value and market potential, but the market segment is narrow.  Gluten-free, organic, soy all have demonstrated a staying power within their market segments.  Many food and beverage products can begin as fads and move through the spectrum to things with a commitment to branding and marketing.