The marketing world is ever-evolving and it can be hard to keep up with the latest food and marketing trends, so it’s more important now than ever to stay ahead of the curve. Today, what consumers are seeking in the food industry is much more progressive than pre-pandemic, so here’s our top five food and marketing trends for the rest of 2022…
Trend 1: Catering for dietary requirements
Over recent years, there has been a rise in the awareness of food intolerances such as gluten and dairy, as well as diets including vegan, vegetarian, and even flexitarian. With Gen Z becoming more conscious of the foods they’re eating, it’s a good idea to ensure your menu caters to a range of dietary requirements in 2022.
Last year saw the introduction of Natasha’s Law, whereby all businesses in England have to clearly label packaged food goods with a complete list of ingredients, including any allergens. With this in mind, it’s crucial you have a clear understanding of what ingredients go into your products – from the source to the creation.
To get on board, many food businesses are opting for separate menus for the mainstream allergies which include gluten and dairy, alongside vegan menus. Those that adhere to free-from diets are still looking for the highest quality produce so it’s crucial to leave no stone unturned to keep all of your customers satisfied.
As a result, food businesses now have many plant-based and intolerance-friendly marketing opportunities going into the new year.
Trend 2: Giving back with charity incentives
Another food marketing trend to look out for is giving back to charity. Not only is giving to charity a moral thing to do, but your consumers will respect your food brand more and will be more likely to choose you over competitors.
This is something that many food brands and restaurants offer as part of their ordering system. McDonald’s, for example, allows customers to round up their order amount and contribute the difference to the Ronald McDonald House Charity. As the charity focuses on bringing together families with children in hospitals, they are able to reach the relevant audience, increasing the likelihood of a donation.
Trend 3: Promoting health with immunity-boosting ingredients
Many people have begun to shift towards a better diet and are becoming more conscious of what they put into their bodies to benefit their immune systems. In the wake of Covid19, the need for immune-boosting foods has increased with the population becoming more vulnerable.
When planning your marketing strategy for 2022, gauge what ingredients your consumers are most likely to be looking for. This includes foods rich in antioxidants, vitamin C, B, and E which all help to get rid of infections. Being open and honest about what is in your food will encourage your consumers to put their trust in you and the health benefits you’re offering.
Trend 4: Embracing brand transparency and authenticity
Brand transparency has always been important, however, in recent years it’s become a key food marketing trend that shows no indication of slowing down. As shoppers increasingly seek out ethical brands, it’s more important than ever to communicate sustainability and health accreditations in your marketing strategy.
Today, consumers are becoming more concerned about what’s in their food, where their ingredients come from, and the ethical implications. As a result, retaining consumer loyalty requires being open and honest about this information and either showing it on your packaging or marketing it on your website and social media platforms.
As we strive to meet the demands of our customers, it’s time for your food business to be as transparent as possible. This includes talking about your supply chains. The pandemic caused food businesses to re-evaluate their supply chain processes with many new delivery services being introduced. As a result, many businesses have become more involved in the supply of their produce, particularly when it comes to seafood. Being fully involved in every step of the process allows you to become more aware and honest about where your ingredients are sourced.
Trend 5: Implementing automated and virtual reality
Virtual and automated reality is something that we’ve started getting used to within the automotive and gaming industries. However, 2022 will see a surge in this technology being used as a food marketing trend.
Visual engagement is an important part of the dining experience, and using smart technology and virtual reality in your marketing strategy will help educate, inspire, and engage your customers.
Pizza Hut is a great example of a food brand that has already grabbed this food marketing trend by the horns. By introducing a series of Trivia challenges through their automated reality, giving consumers the ability to order online and participate in a series of interactive games and menu features, resulting in an engaging digital experience.
If you’re inspired by any of our top five food marketing trends for 2022, get in touch with Eat Marketing and see what we can do for you.
Image sources: 2.) www.rmhccnaz.org 5.) www.wersm.com