May 04 2020

Food For Thought: Food and Drink Sector Marketing Strategy Trends

Our top 5 food and drink trends will help you shape a marketing plan and understand the opportunities for your brand during these times in messaging, channels and innovation.

For further details on our food and drink marketing strategy trends, download PDF: Food-And-Drink-Marketing-in-a-Crisis

1. Click with customers

Online grocery shopping is not a new offering from supermarkets; however in COVID-19 times we’ve seen a sharp uptake from consumers, so much so that many supermarkets are not able to fulfil customer demands for delivery slots.

In the short-term, brands should ensure all their supermarket listings are up to date (imagery & copy) along with considering online promotional media for priority retailers. In the long-term we may see a permanent behaviour change, as although historically online accounted for a smaller % of grocery shopping, trial to online services could see a permanent move so brands may need to reconsider customer journeys, CTA and media splits.

2. In safe hands

Safety and health is top of mind for everyone at the moment and even more so when it comes to the food we’re buying and consuming. YouGov found there was an increase in consumers eating certain foods since COVID-19 has become more widespread.

Confidence from brands is of the utmost importance so make sure you’re communicating messaging around ingredients, supply chain and safety processes to reassure consumers.

3. An apple a day

Markets around the world have seen an increase in health consciousness, so it’s likely this will resonate with UK audiences too – we’ve already seen growth in the fresh food category. Nielsen predict that when we reach the “Living a new normal” phase of the pandemic there will be a renewed cautiousness around health.

Consider bringing through health messages in your comms to align to this consumer trend – it could be around ingredients or the product, even recipes that will help audiences consume your product in a healthier way.

4. Great and small

With supermarkets delisting brands and prioritising products to focus on essentials, it’s likely this will hit independent and artisan food brandsthe hardest. Those that sell B2B to restaurants and cafes will also be feeling the impact.

Now more than ever it is important to pivot your business – could you sell D2C through owned ecommerce platforms? Or how about a subscription service? Maybe even a food box as part of a co-operative of independent traders? The time for change is now.

5. Nearest and dearest

Kantar has found there to be a 130% increase in market share of local and independent shops with consumers being reluctant to visit busy stores in current times. This is an opportunity for brands to communicate their local heritage or provenance as a Nielsen survey found that 53% of consumers were influenced to try or switch to a new brand due to their local attributes.

This could especially be true of categories where often food has travelled across the world to be sold with people opting for a shorter supply chain to minimise contact with the product.

If you need any further support or information then do not hesitate to contact the Mediaworks team.

Thank You. Stay Safe.

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