Life moves pretty fast … and maybe it’s me but the pace seems to be accelerating. With social media platforms like Twitter allowing virtually everyone on Earth to become a publisher and critic, trends develop and dissipate at dizzying speed. That spread-like-wildfire environment can be a blessing or a curse depending on the nature of the news.

As Julian Mellentin writes in his assessment of the functional foods market, the Greek yogurt segment has developed from essentially nothing just five years ago, to about $1.6 billion in the U.S. today, thanks in part to the hugely successful Chobani brand.

Speaking of yogurt, it seems I can’t walk three blocks these days without running into a frozen yogurt shop—and somehow the line is equally long at every one them. In fact, market research firm Mintel noted that frozen yogurt sales saw a 74% increase between 2011 ($279 million) and 2013 ($486 million), a monumental increase compared to a minimal 3.9% increase for ice cream sales.

Meanwhile, a stale breakfast category is ripe for innovation, Mr. Mellentin noted. The Belvita brand from Mondelez International (Kraft Foods) has seized that opportunity. Launched in the U.S. in 2012 on a “sustained energy” platform, the brand achieved instant popularity, raking in $67 million last year.

However, when demand for a particular product or category skyrockets, the supply chain often becomes stressed, quality concerns may crop up and prices can become volatile. Sustainable growth may not sound sexy, but it might provoke less anxiety.

Speaking of stress, who could blame consumers for feeling anxious these days amid global economic strain and, yes, their frenetic lifestyles? The National Institute of Mental Health noted that 18.1% of U.S. adults have an anxiety disorder, of which 22.8% are classified as severe. Thankfully, a number of natural remedies are supported by clinical research to give consumers’ moods a boost.

An often-quoted wise man once said: “Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.”

With diligence and a little bit of luck, that next big idea/brand could be yours, and maybe you’re settling into the starting blocks now. So take a minute to make sure you know where the finish line is, and be aware of who or what might trip you up along the way. Now, on your mark, get set …