Food & Beverage Marketing


7 food trends and how you can market them

Do you want to attract more guests and customers with your marketing? Learn which food trends are all the rage now and how you can bring even more customers to your restaurant, hotel or grocery store with targeted marketing.

Whether it be freshness, taste, quick preparation, organic cultivation or environmentally friendly production - food quality is measured by various criteria and in recent years many new considerations have been added. This results in many opportunities for product differentiation, which are based on social developments. Here, for example, it's about solving problems in a hectic lifestyle, the creation and staging of an enjoyment-oriented experience or the promotion of one's own health - but also social or ecological aspects. In short: It has long since ceased to be just about the "food". Nutrition has become an important part of lifestyle and is increasingly becoming about self-exploration and self-actualization.

In the food industry you are challenged to fulfill consumer wishes

The global trend is to reduce the health risks associated with unhealthy diets. Upscale meals for special occasions in the "home entertainment" sector are also increasingly in demand. In the coming years, you will be challenged to respond to new quality standards and to focus on the e-commerce sector. Food accessibility and the consumer's desire to buy consciously and get the most for themselves with minimal consumption are becoming increasingly important to consumers.

Health is an essential aspect and, in addition to vegan foods, foods rich in protein and vitamins but also low in sugar are extremely in demand.

The key trends at a glance for food marketing are:

  • Pleasure - for example fine dining, social dining, gourmet food, 'mood food '
  • Physique and well-being - diet products, 'slim food', low-sugar and low-fat foods
  • Health & Lifestyle - whole grain, 'functional food', gluten and lactose-free, high protein snacks
  • Diversity - ethnic food, kosher, new fusion, vegan
  • Transparency, sustainability & origin - clean labelling, trusted food, organic, 'slow food', regional, organic, conscious consumption
  • Time-saving – snacking, food trucks, convenience food
  • Demographic change - enjoyment in old age, child nutrition, beauty food

How can you use these trends for your marketing and communication strategy?

Keep in mind that you should make marketing statements clear about which lifestyle areas are addressed by each product. Convey positive emotions through targeted advice, positioning and information. Focus on transparency and accountability and disclose how products are made and where they come from. Refrain from empty promises and score points with truthful information and statements. Only when you gain the trust of your customers can a long-term customer relationship and brand loyalty also develop.

The most important foundation is the trust of your customers and consumers. Based on this, you should draw the attention of your customers and prospects to your products with truthful statements. Online marketing as well as classic advertising via radio, television, billboards or magazines are ideally suited for this purpose. Increase your reach with videos and images that are memorable. A regular newsletter with current offers and promotions is also a great way to increase your sales and make your customers aware of you and your products.

Everyone loves to talk about food!

People love to talk about food or read up and share food recommendations on blogs, forums or social media. Make the most of it for your marketing. Benefit from good reviews even more by always monitoring your mentions and keeping a close eye on your web presence.

Now let's get to the individual trends and how to use them for your success and marketing.

1.) Pleasure: Create an experience and appeal to all the senses

"The eye eats too!"

Especially in the food sector, you can achieve a lot with appealing preparations, placements and beautiful photos. Don't underestimate appearance and make sure your products are always appetizing. However, keep in mind that not only the appearance matters, but especially in the food sector all senses should be addressed. Nowhere else is taste, consistency and smell more important than here.

In the premium and gourmet market, refer to the special quality and give precise details about the raw materials used, proportions of a particular ingredient, the origin or method of production.

Become aware that the target group in the premium and gourmet market is more enlightened, demanding and often more critical. You best address them with "culinary" language to describe olfactory and gustatory quality attributes. Convey exclusivity and impress with a classy and high-quality presentation.

Tip: Send out a newsletter and inform your target group about your high-quality products, shed light on quality features or report on exciting details such as regional origin or gentle manufacturing processes.

2.) Physique and well-being: Slim deals and attractive collaborations

Your customers want to feel completely comfortable in their own skin. Maybe they want strong nails, beautiful skin, a good figure or more energy in everyday life. Here you address a body-conscious target group that wants to eat a balanced and varied diet. Here, too, there are always new trends, such as interval fasting, low-carb diets, or high-fiber diets for an active digestive system.

Additionally, convey nutrition tips and position your products in the field of physique and well-being. Emphasize the positive effects of food.

Tip: You could form collaborations with, for example, a fitness provider, trainer or nutritionist and put together a joint offer. Create Deals and special offers and take advantage of seasonal peaks, such as New Year's, spring and summer - when people especially value a good figure. These times are great for using deals to increase your sales.

3.) Health and lifestyle: Use storytelling

For the health-conscious customer or guest, additional information such as "low-fat", "low-carb", "cholesterol-free" etc. attracts attention. Regional and fresh products should be emphasized. Put people at the center of your marketing and think about the messages you want to bring out with your marketing efforts and the "why" behind the product. You can explain even complex knowledge about ingredients and nutrition in an emotional and simple way with good stories. There is no sector that appeals to as many emotions than health and wellness products. It's all about fears, pain, joy, quality of life and much more.

Tip: Tell short stories and practice storytelling. Immerse your customers in another world and tell, for example, about the passionate farmer who lovingly cares for the animals and plants or bring to life the fish from the pond of the nature reserve. Put the focus on people and promote a healthy lifestyle that makes them want more. Lifestyle, beauty and health are best conveyed with good stories.

4.) Diversity: Focus on variety

We live in a time of growing ethnic and cultural diversity. As a result, this diversity is also finding its way more and more into the food industry and the associated marketing. On the other hand, you can also awaken unconscious needs, stimulate the imagination and entice people to try something new. Dishes or products from different national cuisines invite you to experiment.

Tip: Plan "theme days" and highlight a specific country or culture on those days or weeks. There are no limits to creativity here, and your motto can come to life through your offer, your business and your communication. Send newsletters and create matching offers. As a myWorld Partner, you can quickly and easily draw attention to your offers and create Deals.

5.) Transparency, sustainability & origin: live these values

Save resources and also pay attention to the environment and sustainability as a company. Try to buy local and offer seasonal foods and dishes. Look for regionality when choosing your suppliers. Recycle food further and offer a fruit and vegetable box of surplus produce, for example. Give your customers a chance to do something good and sustainable where they can "salvage" rejected foods.

In addition, you can also position yourself as sustainable in terms of packaging and corporate image. Use environmentally friendly paper for your flyers, communicate with digital media and expand your online presence. As a myWorld Partner, you will be presented to 15 million Shoppers on and in the myWorld App. myWorld is committed to making the world a better place and supports the charity organizations Greenfinity Foundation and the Child and Family Foundation in their aid and environmental projects. As a myWorld Partner, you too can support these sustainable projects.

6.) Save time: offer quick shopping solutions

In the hectic everyday life between job and family, there is often little time. Often, things just have to be done fast and many consumers prefer quick solutions. Consider how best to meet the desire for speed. For example, with a take-away service, more efficient processes, an appealing product presentation or even through your offers. Whether snacks are offered, convenience food or so-called food trucks - there are no limits to creativity.

Tip: As a myWorld Partner, you can make shopping even easier and faster for your customers by using the Click&Collect function, for example. Also, as part of your overall marketing process, consider the time resources of your customers and prospects. Make it easy for your customers to quickly understand content and present your offers in a clear and time-saving way.

7.) Demographic change: convey youthfulness and health awareness

Due to demographic changes, the older target group is also increasingly coming to the forefront of marketing. They are often called seniors, 'Best Agers' or 'Silver Surfers' and behind them lies great potential. More and more companies are recognizing this as an opportunity and are increasingly catering to this target group.

In the food industry, this target group is associated above all with a high need for enjoyment as well as a health-conscious lifestyle. The desire to be healthy and active for a long time is also reflected in consumption. Studies show that the so-called ‘Best Agers’ already have a high online affinity in addition to classic media and that you can reach this target group very well with online marketing. In contrast, the 70-plus generation in particular has a positive attitude toward print media.

Tip: Keep in mind that ‘Best Agers’ are more active and agile today than they were 20 years ago, and address them accordingly.




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