Stay ahead of the curve with our food marketing blog, where we explore the latest emerging trends in the food and beverage industry. Food marketing is now, more than ever an important tool for the natural food and beverage industry.

Have you ever been curious about the tactics some food companies use to sell their products quicker and to a wider audience? Sometimes these tactics can be manipulative and far from the truth of what you see on the advertisement. 

This blog will take you through the five emerging food marketing trends everyone should know about in the food and beverage industry, and what to be on the lookout for in 2023.

What is Food Marketing?

Food marketing is creating and delivering messages promoting purchasing or consuming food products. It includes all advertising, promotion, and public relations activities targeting the food industry.

Food marketing has come under increased scrutiny in recent years as the public becomes more aware of the potential impact of marketing messages on their health and well-being. In addition, a growing discussion of research suggests that food marketing can influence eating behaviors in both positive and negative ways.

Food marketing efforts are designed to make products more appealing to consumers. This can be done through various techniques, such as attractive packaging, celebrity endorsements, or emotional appeals. However, some critics argue that these techniques often exploit consumers’ vulnerabilities and result in unhealthy eating habits.

There is also concern that food marketing may have a powerful impact on children and adolescents, who are still developing their self-control and are often less able to evaluate advertising messages critically.

For example, research has shown that children are more likely than adults to believe that advertisements are accurate and that they should buy promoted products.

As the debate surrounding food marketing continues, it is essential to consider the potential use of these activities on our individual and collective health.

Food marketing has long been an integral part of the food industry, but as the digital world continues to evolve, new challenges and opportunities have emerged for food marketers. In this article, we’ll take a closer look at 5 emerging issues you need to know about from a digital marketing perspective.

Trend #1: The Rise of Social Media Influencers

Social media influencers have become a significant force in food marketing, with brands increasingly turning to them to promote their products. Influencers have large followings on platforms like Instagram and YouTube, and their endorsements can have a significant impact on consumer behavior. 

However, there are some concerns about the authenticity of influencer marketing, with some influencers being accused of promoting products solely for financial gain rather than genuine enthusiasm. Food marketers need to work with influencers who genuinely believe in their products and are transparent about their sponsorships.

“Social media influencers have become a significant force in food marketing, with brands increasingly turning to them to promote their products.”

That’s why when we work with influencers, we work with someone genuinely caring about the products they would be advertising for. This builds a level of trust and transparency in the relationship. This is another important aspect of influencer marketing. 

Working with influencers is essential in general. Influencers provide traffic, loyal followers, and an increase in awareness. Not only this but followers tend to look up to these influencers and are more motivated to purchase these products. For more information on the importance of influencers in the food industry, check out this blog here!

Trend #2: The Need for Transparency

Consumers are increasingly demanding transparency from food companies, particularly when it comes to ingredients and sourcing.  In 2023, 86% of Americans believe that transparency is the most critical aspect of a brand today. Furthermore, 73% of Americans are more willing to purchase products with brand transparency and trust.

Digital marketing can play a crucial role in providing this transparency, with companies using their websites and social media platforms to share information about their products and practices. 

However, transparency can also be a double-edged sword, exposing companies to scrutiny and criticism if they’re not living up to their promises. Food marketers need to be prepared to address any concerns and provide genuine answers to consumer questions. 

“In 2023, 86% of Americans believe that transparency is the most critical aspect of a brand today. Furthermore, 73% of Americans are more willing to purchase products with brand transparency and trust.”

To enhance their transparency efforts even more, food marketers should consider implementing a transparent labeling system that outlines the ingredients and the source of their products. Companies can also use digital marketing tools such as interactive infographic content to share information about their production processes and sustainability initiatives.

Furthermore, companies should build trust with customers by responding to inquiries about their products and responding to customer feedback in a timely and effective manner. By being open and honest about their practices, companies can provide consumers with the assurance that their products are sourced from reliable and ethical sources.

Trend #3: The Impact of Health and Wellness Trends

The rise of health and wellness trends has had a significant impact on food marketing, with consumers increasingly seeking out products that are perceived as healthy and natural. This has led to a proliferation of “clean label” products, which are marketed as being free from artificial ingredients and preservatives.

Digital marketing can be an effective way to promote these products, with companies using social media and email marketing to target health-conscious consumers. However, there is also a risk of oversimplifying complex nutritional issues and misleading health claims.

This doesn’t just affect adults but our youth as well. An increasing amount of studies have shown that unhealthy food advertising in schools can harm children’s eating habits. 

One study found that children who were exposed to unhealthy food advertising ate more high-calorie foods than those who were not exposed to such advertising. Another study found that children who saw an unhealthy food advertisement were likelier to choose that food over a healthier option.

“You don’t need a silver fork to eat good food, just an honest digital marketing team promoting authentically healthy food and beverages.”

It is important for parents and educators to be aware of the potential dangers of exposing children to unhealthy food advertising. A few things can be done to protect children from the harmful effects of unhealthy food advertising, such as teaching them about healthy eating habits, providing healthy alternatives to junk food, and monitoring their exposure to television and other media.

Fortunately, with the rise of health and wellness trends, more people worldwide are becoming aware of misleading nutritional information. That’s where the help of digital marketing plays a large role in this. We’re able to spread awareness to those consumers and inform them of misleading information as well as provide them with a proper solution.

Trend #4: The Challenges of E-Commerce

E-commerce has become an increasingly important channel for food marketers in recent years as more consumers purchase their groceries online. Although this can be a convenient way for customers to shop for food, there are some issues that companies selling food products must consider when operating in this digital space. A significant challenge is maintaining freshness and quality standards when selling food products through e-commerce. 

Fortunately, digital marketing presents an opportunity to tackle this problem; businesses can use personalized offers and targeted advertising to engage with potential customers and encourage them to try their products. Despite the advantages of e-commerce, there remains the risk that consumers may take longer to make a purchasing decision than they would in-store.

To address this, businesses can offer discounts or incentives to encourage customers to purchase. They can also use social media, content marketing, and other digital advertising techniques to reach new customers. 

“Building customer trust will be vital to the success of any food marketing business operating online.”

Furthermore, they should provide plenty of information and support to customers during the buying process, including detailed product descriptions, educational videos, reviews, and customer service. Companies could also consider implementing a satisfaction guarantee or a loyalty program to incentivize customers and encourage repeat purchases.

Additionally, businesses should focus on creating an online shopping experience that is as streamlined and convenient for customers as possible. This could include making sure their website is easy to navigate, providing helpful shipping information and returns policies, offering clear payment options and delivery times, and providing customer service representatives who are easily accessible and knowledgeable about the products sold. 

Secure payment systems and reliable customer support will also ensure customer satisfaction. Building customer trust will be vital to the success of any food marketing business operating online.

Trend #5: The Importance of Sustainability

Sustainability has become a key issue for food marketers, with consumers increasingly concerned about the environmental impact of their food choices. Digital marketing can be an effective way to communicate a company’s sustainability efforts, with companies using their websites and social media platforms to highlight their initiatives. 

However, there is also a risk of “greenwashing,” where companies make exaggerated or misleading claims about their sustainability practices. Food marketers need to be transparent and genuine in their sustainability efforts and willing to take concrete steps to reduce their environmental impact.

Food marketers must also proactively address the environmental challenges related to food production. By investing in renewable energy sources, such as solar and wind power, and developing sustainable agricultural practices, companies can demonstrate their commitment to reducing their carbon footprint.

Furthermore, companies should consider adopting sustainable packaging solutions, such as reusable containers and biodegradable materials, to reduce the amount of plastic waste generated by their operations. 

Additionally, food marketers should look for ways to support local producers and invest in ways to reduce food waste, such as developing smart food storage solutions and offering meal-plan subscriptions. By committing to these measures, companies can demonstrate their genuine commitment to sustainability and make a positive impact on the environment.

“Food marketers need to be transparent and genuine in their sustainability efforts and willing to take concrete steps to reduce their environmental impact.”

There is no doubt that food marketing has a dark side. With the rise of social media and the internet, there are more ways than ever for companies to target consumers with their marketing messages. And, as we have seen with the recent scandals involving companies like Nestle and Starbucks, these messages can sometimes be misleading or even outright false.

Conclusion

Companies should invest in renewable energy sources and sustainable agricultural practices to demonstrate their commitment to reducing their carbon footprint, and should consider adopting sustainable packaging solutions and supporting local producers.

Businesses should look for ways to reduce food waste, such as through smart food storage solutions and meal-plan subscriptions. By committing to these measures, companies can demonstrate their genuine commitment to sustainability and make a positive impact on the environment.

In conclusion, food marketing is an ever-evolving field, and digital marketing has become an increasingly important tool for reaching consumers. By staying on top of these emerging issues, food marketers can build strong relationships with their customers and navigate the complex landscape of the food industry. 

Check out this blog on our website for more information about digital marketing for the natural food and beverage industry!