New trends within the food and drink industry are constantly emerging, influenced by evolving consumer tastes, changing lifestyle habits and social media trends. After doing some of our own research, Spotlight Recruitment have collated the top 3 food and drink marketing trends that we can anticipate in the near future.
Social Media
One trend we expect to grow significantly in the near future is the use of social media as a customer service and search tool. Social media platforms offer the opportunity for food and drink brands and businesses to engage with their customers and address queries, which can improve customer experience and in turn, encourage repeat custom.
Additionally, social media platform TikTok has become highly influential in exploring recommendations for restaurants or bars, so it is likely that more food and drink brands will plan on utilising this particular social media platform as part of their marketing strategy. Furthermore, the integration of shoppable links across platforms like Instagram and TikTok provides another e-commerce platform and opportunity to reach new customers.
Focus on Convenience and Health
Mintel predicts a ‘new era of convenience’ as new technology will help to streamline meal planning, shopping and cooking. Consumers are constantly looking for areas to make daily routines a little easier so that they can spend more time doing what they actually like to do, so food and drink brands should ensure that marketing communications highlight this value to their audience.
Another thing consumers will be on the lookout for is more healthy food and drink options, such as low/no alcohol drinks. Consumers are looking to make informed decisions about processed foods and drinks within their diet, so there will be an expectation of clear, transparent communication of this from food & drink brands and businesses.
Good Value
The food and drink industry revolves around the central value proposition that food and drink should not only taste good but should be worth the money. Receiving good value for money is particularly crucial for consumers at this time due to the current cost-of-living crisis. Food and drink brands and businesses should ensure that their marketing communications clearly reflect this value in order to secure sales and improve brand image.
The food and drink industry is constantly evolving in line with consumer trends and habits. Therefore, it is vital for marketing communications to reflect a good value for money and address consumer needs in order to ensure competitiveness. Whether you’re looking for a new role within the food and drink sector, or you’re looking to hire marketing, digital, communications or design expertise in Food & Drink, Spotlight Recruitment would love to support your search, so please get in touch today!
Spotlight Recruitment have been hiring standout marketing, digital, design and communications candidates for clients in all sectors since 2008. Read our 5* Google reviews from candidates and clients to find out more how we work. If you would like to discuss hiring plans, new roles or need market-relevant insight, you can reach us on 020 3008 4254 or get in touch at info@spotlightrecruitment.com.
