What’s Cooking In Consumer Trends

Posted on Posted in Advertising, Branding, Consumer Promotions, Content Marketing, Culture, Food Trends, Marketing, Sales & Marketing, Trends

A Look Ahead at Expanding and Emerging Trends in the Food and Beverage Industry

All trends shift, change, grow and disappear over time. It’s hard to look ahead and nail down what’s coming next. But according to multiple sources, there’s a lot of buzz about what will emerge and continue expanding in the food and beverage industry.

One of the biggest emerging trends is that Generation “Z” is taking the food industry by storm. This generation is accustomed to cooking, eating fresh home-cooked meals and maintaining a healthier diet. At 50 million strong and with the most ethnically diverse backgrounds to date, these attitudes will have a huge sway on the industry. They’ve been shaped by the Great Recession and know they have to work hard to build a stable future. This is important to keep in mind when creating new products and advertising/marketing.

Another notable trend is the subject of sustainability and “greener” food. Consumers are more conscious than ever in knowing where their food comes from, how it’s grown and who’s growing it – increasingly leaning towards cage-free and pasture-raised food because of the overall health benefits. This preference for natural, simple and flexible diets will fuel further expansion of vegetarian, vegan and other plant-based formulations.

On the heels of the “greener” trend, the desire for transparency is on the rise. Back in the day, most information about food was withheld or simply not advertised. These days people want to know the ingredients, nutritional value and if an item is organic or contains less sodium. Having this information readily available makes a big difference to consumers and can be a deciding factor when it comes to purchase.

And new technology is taking transparency further than ever. Augmented Transparency offers information on demand and uses personal interests to customize what data is being presented, such as recipes, educational events and nutrition tours. This interactive technology will allow consumers to see nutritional information, browse ingredients and source answers across the supply chain to answer their questions. Applying technology this way will make the industry even more transparent and provide additional comfort and knowledge to consumers through readily accessible information.

For more information about industry trends and how to best leverage them in your marketing, contact donovan connective marketing at: 717.560.1333 or http://www.donovanadv.com.

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