At the time when a person takes the role of consumer purchasing decisions every day, either to decide what to eat, what means of transport used among others. By finding this course of action, companies investigate these decisions to know what, when, how, how, where and why consumers buy at the moment they do. By the time they discover these factors, born interest from companies add to their products offered new features or launch new market in order to meet the new needs discovered through research. On the other hand consumption trends are born, which arise when basic human needs run into extreme changes to create new needs, wants and desires. By identifying these emerging companies seek changes in expectations gap between what consumers want? What do you currently have ?. When the word "trend" is named, automatically you think about demographics. And of course, consumers who share certain traits either age, lifestyle, location etc., usually have similar tastes and preferences. This is the case of fitness life, young society is beginning to experience a healthier life style in terms of food and fitness. These people are divided into a group where having a lean body is your biggest goal and to get it added to your diet products that generate welfare when performing physical activities That is why combining a trend and behavior of people to choose their purchase, which seeks to carry out market research in order to understand how a trend can affect consumer choice when buying a product.