We’ve rounded up what we feel are the top ten key considerations for brands to ensure they continue to be aligned with today’s consumer. Take as may of these as you can into consideration when planning your forthcoming food marketing.
1. Consumers want companies to look out for them, and increasingly expect brands to provide them with products that safeguard their health – whether that is organic food, sugar free drinks, or increasingly, low or zero emission vehicles. Eptica, 2018
2. Two-thirds of the world’s households own a smartphone. Connected consumers expect companies to communicate in the way that works best for them, whether by phone, email, social networks or chat apps. 31% of connected consumers prefer online communication rather than other means. Euromonitor, 2019
3. Up to 48% of purchasers are halfway through the buying process before contacting the vendor. The Marketer, 2019
4. British consumers are less loyal to local produce than other nations, but Brexit could change that as import costs push foreign food prices up, giving brands a reason to promote Britishness at home. Currently, just 51% of Brits say they prefer to eat food produced locally even if that means they have fewer items to choose from, which is well below the global average of 63% and the lowest figure from all 30 nations surveyed by market research firm Ipsos Mori. Marketing Week, 2019
5. Consumers tend no longer to have deep relationships with the things they own, but instead find emotional attachment in experiences and achievements. Euromonitor, 2019
6. The current consumer wants to provide as little personal information as possible, especially for the fear of fraud. The fewer fields to fill in on a form, the better. Hotmart, 2018
7. A consumer’s experience must be high quality not just up to the point of sale, but beyond it, if you want to ensure that customers remain loyal. Eptica, 2018
8. Euromonitor predicts consumers will increasingly use their wallets to protest against the excessive use of plastic. Single-use plastic packaging is frowned upon more and more, as are disposable plastic cutlery and plastic microbeads in cosmetics. Euromonitor, 2019
9. The current consumer relies significantly on the opinion of others, even if they are strangers. 91% of people regularly or occasionally read online reviews, and 84% trust online reviews as much as a personal recommendation. Inc., 2019
10. Consumers are looking to protect their mental health by being more selective in their activities (JOMO: Joy of Missing Out). Businesses are already catching up with the trend: just think of all the cafés which refuse to give customers their WiFi password, encouraging them to “talk to each other” instead. Fashion United, 2019
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Keep reading! Read our Essential Guide to Foodservice Marketing here.