The food and beverage (F&B) industry encompasses multiple sectors of food production and distribution. From factory-processed consumables to restaurant-cooked meals, as well as all sorts of alcoholic and non-alcoholic beverages, it is a robust market that offers consumers variety. With cut throat food and beverage marketing strategies and diverse trends, businesses in this sphere adopt several techniques to appeal to consumers. .
The food and beverage (F&B) industry encompasses multiple sectors of food production and distribution. From factory-processed consumables to restaurant-cooked meals, as well as all sorts of alcoholic and non-alcoholic beverages, it is a robust market that offers consumers variety. With cut throat food and beverage marketing strategies and diverse trends, businesses in this sphere adopt several techniques to appeal to consumers. .
A Digitized Food and Beverage Industry
The Covid-19 pandemic forced businesses in the food and beverage industry to digitize operations. As interactions with customers were limited, entrepreneurs had to think of innovative ways to keep their businesses running. However, the peculiarities introduced a goal that wasn’t just about surviving but also about coming out stronger.
Digitization offered the solution to hit the ground running. Among others, online grocery shopping, better food delivery services, increased social media presence, and optimized digital food and drink marketing, are fine examples of the digital revolution that seized the F&B industry. Admittedly, few of these practices already existed before the pandemic. However, the crisis served as a catalyst, introducing newer technologies and optimizing already existing ones.
Trending Consumer Practices
In a highly competitive market such as this, a solid food and beverage digital marketing strategy is essential. However, using the wrong sales plan is perhaps more disappointing than having no strategy in the first place. Intentional marketing utilizes relevant information at your disposal to design effective marketing strategies that drive sales. To achieve this, businesses need to stay on top of the latest trends in the food and beverage industry. This helps to identify what consumers value and additionally, map out the applicable marketing strategies. Here are some of the trends to consider.
Plant-Based Alternatives
Veganism has become a buzzword in the food industry. Data from NielsenIQ, a consumer intelligence company, reveals that the word “vegan” is the second most searched snack term online and the seventh most relevant word across all grocery-shopping websites. Several consumers now opt for plant-based alternatives to traditional foods like milk and meat while others completely maintain vegan diets, abstaining from animal products altogether.
Interestingly, while vegetarianism and veganism are becoming increasingly popular, only about 6% of U.S. consumers identified as Vegan as of 2022. This shows that plant-based meals are popular among non-vegetarian consumers as well.
Organic Foods
With unhealthy diets as the leading cause of obesity and other health issues like cardiovascular diseases, consumers are increasingly becoming more conscious of their feeding habits. Organic foods circumvent all artificial food processing and offer consumers fresh produce for healthy living. Enthusiasts often shop for produce from local markets or farms for guaranteed quality. From parents who desire healthier meals for their kids, to individuals trying to make better lifestyle choices, and even social media influencers who simply want to embody the movement, organic living has become a prominent trend among several social groups.
Sustainability
With climate change looming over everything, consumers want to know that their products are eco-conscious. Society now frowns upon products made from single-use items while regarding recycled or repurposed materials as ethically superior. Consequently, consumers want to see companies making a concerted effort to responsibly source and distribute materials with respect for the planet and its inhabitants.
