As we approach 2024, the food and beverage industry is poised for significant changes and advancements in consumer preferences.
In recent years, changing demographics, technological advancements, and a growing concern for sustainability and ethical sourcing have further influenced food and beverage marketing trends.
Consumers now seek products that align with their values and cater to their dietary needs. With the rise of social media, influencers, and digital marketing, companies have had to adapt their strategies to reach and engage with consumers on various platforms.
Today, we will explore how plant-based nutrition, cultivated meat, functional foods, sustainability, technology-driven innovation, gut health, and adventurous flavors will shape the industry and require businesses to strategize their marketing efforts accordingly next year.
By understanding and embracing these food and beverage marketing trends, companies can position themselves as leaders and innovators in this ever-changing industry.
9 Food + Beverage Marketing Trend Predictions In 2024
From the continued growth of plant-based foods to the rise of cultivated meat and the focus on sustainability to the increasing importance of gut health, these trends will shape the industry and require businesses to strategize their marketing efforts accordingly.
1. Continued growth of plant-based foods
The rising popularity of plant-based foods shows no signs of slowing down. Consumers are increasingly opting for plant-based alternatives to meat and dairy products due to various factors such as health, environmental concerns, and ethical considerations.
In 2024, we expect to see a further surge in the availability of innovative and delicious plant-based meat, dairy, and other products. This trend will also influence marketing strategies, with companies emphasizing their plant-based offerings’ health benefits, sustainability, and taste.
Digital marketing tips for the growth of plant-based foods:
To effectively market plant-based nutrition in 2024, companies should highlight their products’ health benefits, sustainability, and taste. Emphasizing the nutritional value and how plant-based alternatives can meet consumers’ dietary needs is critical.
Marketers should also address environmental concerns by illustrating the reduced carbon footprint associated with plant-based options. Collaborations with popular influencers, chefs, and nutritionists can generate buzz and create engaging content to reach and educate consumers.
Social media platforms, recipe blogs, and online communities can be utilized to share mouthwatering recipes and success stories of individuals who have embraced a plant-based lifestyle.
2. Rise of cultivated meat
Cultivated meat, also known as lab-grown meat, is gaining traction as a more sustainable and ethical alternative to traditional meat production. Produced by growing animal cells in a controlled environment, cultivated beef has the potential to revolutionize the meat industry.
In 2024, we can anticipate an increase in the availability of cultivated meat products. Companies must focus on educating consumers about the benefits of this product, including its reduced environmental impact and potential health advantages.
Digital marketing tips for cultivated meat brands:
Companies should highlight the sustainability aspect by showcasing the reduced land and water usage, lowered greenhouse gas emissions, and ethical implications of this innovative alternative.
Providing scientific data on the health benefits and the absence of antibiotics or hormones in cultivated meat can also be persuasive. Collaborations with chefs and food influencers can help generate excitement and consumer trust. Sampling events and partnerships with grocery chains can introduce a broader audience to the taste and quality of cultivated meat.
3. Growing interest in functional foods
Functional foods, which offer health benefits beyond essential nutrition, have been attracting increasing attention from consumers seeking to improve their overall well-being. Examples of functional foods include probiotics, prebiotics, and antioxidants.
In 2024, we can expect to see a wider variety of functional food products as businesses recognize the demand for these healthier options. Additionally, there will likely be more extensive research on the health benefits of functional foods, providing companies with opportunities to promote the scientific evidence behind their product claims.
Digital marketing tips for functional food companies:
Marketing functional foods can involve utilizing scientific research and highlighting the specific health benefits of these products. Companies should invest in educating consumers about the mechanisms of action behind functional foods. This can be accomplished through engaging social media campaigns, partnerships with registered dietitians or health professionals, and educational materials on packaging.
Sharing success stories and testimonials from individuals who have experienced the positive effects of functional foods can be influential. Collaborating with popular wellness influencers can create brand awareness and drive consumer interest in functional food options.
4. Focus on sustainability
Sustainability is a growing concern for consumers, and their food choices reflect this consciousness. In 2024, we expect a surge in sustainable food products, including locally sourced, organic, and upcycled products.
Companies must emphasize their sustainable practices and showcase their commitment to reducing their products’ environmental impact. Clever marketing strategies can highlight the optimistic impact consumers can make by choosing sustainable options.
Tips for marketers on sustainability practices:
To market sustainable foods effectively in 2024, companies should transparently communicate their sustainable practices, such as local sourcing, regenerative agriculture, and waste reduction efforts. Storytelling and visually appealing content can help consumers connect with the brand’s mission and values.
Labeling products as sustainably sourced can give consumers a quick and easy purchasing decision. Brands can also partner with environmental organizations, participate in sustainable initiatives, and communicate their efforts through social media campaigns and marketing materials.
5. Technology-driven innovation
Technology is continuously revolutionizing the food industry, and this trend will persist in 2024. We expect to see more innovations focused on improving food production, distribution, and safety. For instance, vertical farming and indoor agriculture advancements will improve efficiency and accessibility to fresh produce.
Similarly, advancements in food delivery systems and food waste reduction technologies will allow businesses to stand out in the market.
Tips for marketing in a technology-driven:
Marketing technology-driven innovations in the food industry can be approached by highlighting the improved quality, efficiency, and safety of products. Companies should communicate how their technology enhances production, reduces waste, and ensures food safety.
Utilizing videos, infographics, and demonstrations can effectively showcase the benefits of these innovations. Collaborating with technology influencers or participating in industry conferences and trade shows can also help build credibility and generate interest in the brand’s cutting-edge solutions.
6. Increased focus on gut health
Consumers are increasingly aware of the importance of gut health and its impact on overall well-being. This awareness will drive the demand for gut-friendly foods in 2024. Expect to see an increase in the availability of fermented foods, prebiotic-rich foods, and probiotic foods on the market.
Businesses can market their products by highlighting their digestive health benefits and scientifically proven positive impact on the gut microbiome.
Tips for promoting gut health in your marketing materials:
To market gut-friendly foods in 2024, companies should educate consumers about the importance of gut health and how their products can improve digestive well-being. Collaborating with registered dietitians, gastroenterologists, or gut health experts can strengthen the brand’s credibility.
Communicating the scientific evidence behind the benefits of gut-friendly foods through informative packaging, blog posts, or social media content will resonate with health-conscious consumers. Offering personalized meal plans, recipes, and gut health challenges through apps or online platforms can also engage consumers and increase brand loyalty.
7. Adventurous flavors
Consumers are becoming more adventurous with their food choices, seeking new and exciting flavors. In 2024, we can expect to see more products with unique and bold flavors on the market. These may include foods with fermented ingredients, spicy elements, and exotic ingredients.
Businesses can cater to this trend by providing consumers with innovative and creative flavor combinations, allowing them to indulge their adventurous palate.
Tips for food brands diving into adventurous flavors:
To market foods with adventurous flavors in 2024, companies should highlight the unique and exciting taste experiences consumers can expect from their products. Engaging with food bloggers, influencers, and critics who appreciate bold flavors can provide exposure and drive interest.
Communicate the origins of exotic ingredients or food combinations and provide serving suggestions and recipe ideas to inspire consumers to experiment. Social media campaigns encouraging consumers to share their taste journeys using the brand’s products can create a sense of community and generate organic online buzz.
8. The Impact of Inflation
Another critical factor influencing food and beverage marketing trends is the impact of inflation on consumer behavior. The recent increase in food prices has led to a shift in consumer preferences and buying behaviors. Consumers may opt for cheaper alternatives or adjust their spending habits as prices rise. They may prioritize essential items over luxury foods and beverages, leading to changes in product demand and market dynamics. Companies must consider these shifting consumer behaviors and adjust their marketing strategies accordingly.
Tips for food marketers navigating the impact of inflation rates in 2024:
Monitor and anticipate marketing trends; this will help you anticipate potential changes in consumer preferences and adjust your marketing strategies accordingly. Focus on the value proposition. As prices increase, emphasize the value and benefits of your products clearly. Consider introducing budget-friendly products that cater to those with tighter budgets.
9. No Alcohol/Low Alcohol Beverage Growth
A significant trend in the food and beverage industry is the growing popularity of no-alcohol and low-alcohol (no-alc/low-alc) beverages. With increasing individuals seeking healthier lifestyle choices, this category has gained significant traction. No-alc/low-alc options provide consumers with alternatives that still offer sensory experiences without the effects of alcohol.
From non-alcoholic beers and wines to mocktails and health-focused beverages, this trend reflects the desire for more mindful consumption and aligns with the changing attitudes towards alcohol. Companies are diversifying their product offerings and developing innovative marketing strategies to tap into this growing market to target this specific customer segment.
Here are some valuable tips for marketers in the beverage space looking to tap into the no-alc/low-alc space:
To effectively market no-alc/low-alc beverages in 2024, marketers must identify their target audience and provide various options tailored to their preferences and needs. Creating visually appealing packaging and highlighting health and wellness benefits can help position the brand as a healthier choice.
Utilizing social media and influencer marketing and offering incentives can generate buzz and incentivize customers to try the product. Finally, collaborating with strategic partners effectively broadens the brand’s reach and amplifies awareness.
As we approach 2024, the food and beverage industry is expected to undergo significant changes. Consumers’ preferences are evolving, and businesses must adapt their marketing strategies to remain competitive.
Plant-based foods, cultivated meat, functional foods, sustainability, technology-driven innovation, gut health, and adventurous flavors are key trends to watch out for in the coming years.
By understanding and embracing these trends, businesses can position themselves as pioneers in the industry and forge a successful path in the evolving food and beverage market. Looking for an expert to take your 2024 digital marketing goals to the next level? Contact our team of digital nerds today!