The Top Trends Food Brands need to be paying attention to in 2020
Just like fashion, the food industry is one of the fastest changing markets with new trends coming and going every season. Staying on top of the current food marketing trends is important if you want to create content that catches the attention of hungry consumers.
We have compiled a list of some of the trends that you have to know for 2020 and going forward. Many of the trends we list are not just this season’s big thing, but a general trajectory of what modern tech-savvy consumers seek in great culinary content.
Health, Health, Health!
Health is one of the strongest trends we are seeing across the food industry at the moment. Consumers are getting more and more conscious of what they eat every year — 2020 is no different and neither will 2021 be.
Consumers are turning food packaging around to read the nutritional values more frequently than ever, and increasingly avoid added sugars, preservatives, additives, saturated fats, and GMOs.
According to a recent Nielsen study, 88% of consumers states they are ready to pay more for healthier foods. — If your content features food photography of fresh natural ingredients being prepared, you are already well on your way to the tables of health conscious consumers.
Looking for inspiration? Our food stylist, recipe developer and food photographer have created a series of inspirational recipe videos right here.
Substitute and enjoy!
In line with the general trend of more healthy foods, we are seeing a rise of replacing unhealthy and unwanted ingredients with healthier alternatives. This is a trend that has been evolving for years now, and does not seem to stop anytime soon. Among the most frequent ingredients being substituted are high carb foods like white flour, white rice, pasta, and potatoes; foods containing gluten and diary products; and (you guessed it) meat. The motivation for substituting these ingredients might be different. But if you can position your product as, e.g., a high protein alternative to simple carbs in classic recipes, or a vegan alternative to common diary products or meat, then you can hook a whole new branch of consumers to using your products on a daily basis.
Have a look at this video series we produced for Maille, using their mustards to replace unwanted ingredients like mayonnaise and calorie dense dressings and marinades.
Diet preferences — It’s a matter of choice!
After years of dieting experts advising consumers to restrict calorie intake, fats, sugar, etc., from their diet, the paradigm is now shifting towards an emphasis on positive choice and preferences.
Consumers like to be able to choose to go vegan (either “full time” or keep a meat-free day or two a week) out of concern for the environment and climate. Over the last few years we have seen an 200% increase in Americans identifying as vegans, and Google Trends showed a 90% increase in searches containing the word vegan in 2016 alone.
The same is true for the steady increase of consumers avoiding gluten or opting for ethically sourced, organic, farm-raised, single origin, GMO-free, paleo and Kosher foods.
To get started turning these trends into effective food content marketing campaign, get in touch with us right here.