Whether you are ”Gluten-Free,” “Vegan,” a “Foodie,” or a “Junk-Foodie,” it is undeniable that the food industry is one that runs on trends. Which is why our partners from Havas Worldwide decided to investigate the topic, and uncover what the ever-changing landscape means for brands, marketers, and consumers alike. This report, supported by global-surveys, delivered a number of great insights, but here at Plastic we were most interested in their findings that related to the digital space. More and more consumers are introducing technology into their eating-habits– through ordering, diet tracking, and social media apps– changing the way we connect with the food industry. We have chosen a couple of our favourite insights from the report and have highlighted them below, but be sure to check out the rest of the report here.
Living busier lives has made it tough for some people to continually monitor that they are always eating healthy, which is why many have turned to digital devices to help them track their food intake. One-third of millennials, and one-quarter of gen X’ers surveyed make use of digital devices to make healthy food choices, while baby boomers trail far behind with only 11%. With greater connectivity also comes the ability to access an unlimited source of information regarding the food around them, and decide what works best for them. By being more aware of their choices, consumers can feel more confident that they are making good decisions. That being said, technology can also have the adverse effect of making it easier to obtain unhealthy foods as well. Technology can only do so much, and it is up to the consumer to create a plan and stick to it.
The report also found that food has become a much larger player in conversations on social media. We understand many of you may hate (or love, no need to be embarrassed!) seeing people post photos of their meals, but “Foodporn,’ does generate clicks, the same way the Food Network generates viewers who never plan on cooking the meals they watch. Capitalizing on this, many food brands have found social media as a way to reach their consumers on a more organic (no pun intended) level. Starbucks (10 million followers on Instagram) and Redbull (5 million followers on Instagram) have very different styles on social media, but have both stayed true to their brands to generate massive social followings.
If you are hungry for more information about trends in the food industry, be sure to check out Havas Prosumer’s full report on the “Future of Food” here.