As we hit 2019, what new food trends should we all be including in our marketing strategy? We’ve done the hard work for you, and researched the top food marketing trend predictions for 2019…
Trend 1: Conscious product design and manufacturing
2018 saw the crack down on food waste and the introduction of wonky veg, along with an increase in consumers’ concern over eco-friendly packaging. One trend for 2019 in the food industry will be sustainability, which will apply to all areas from sourcing ingredients to compostable packaging and delivery. Expect to see a lot more paper bags in supermarkets over plastic!
Trend 2: Experience based eating
The new year will have more of a focus on combining entertainment with eating. It expands on the idea that in the world of social media, customers are looking to experience something more than just a good meal. Focus on creating a genuinely unique experience for customers, one which they’ll want to share on Instagram or Facebook live.
Trend 3: Voice technology
With the steady growth of voice search in 2018, it’s a trend that’s likely to remain popular and expand in 2019. From asking Alexa for recipes whilst cooking in the kitchen, to getting Siri to search for nearby takeaways when driving, the way we interact with voice technology is adapting to become part of our everyday life.
Trend 4: Seed butter
Move over nuts, seed butter is said to be the next big thing in the non-dairy market for 2019. Look out for sunflower, pumpkin, and watermelon seed butters, which offer alternative options for those with nut allergies.
Trend 5: Targeted content and geofencing
Geofencing is a location-based digital marketing strategy, which targets consumers as they enter a specific geographic area. It’s most commonly carried out through apps that allow location tracking, such as Snapchat, and could be set up within the local area of your food business to raise awareness or promote an offer.
Trend 6: Micro Vs macro influencers
According to the Harvard Business Review, 70% of viewers would rather learn about a product through authentic content rather than through traditional advertising. With many mainstream influencers becoming celebrities in their own right, brands are looking to reach micro influencers who have a smaller, niche and authentic following (between 10,000 to 100,000).
Trend 7: Chatbots
Ease pressure on your real-life staff, with the introduction of a chatbot to your website in 2019. Make sure your content strategy echoes natural conversation with customers, through questions, humour or engaging language.
Trend 8: Using local produce
Due to a rise in customer demand for traceable, local food in restaurants, supermarkets and takeaways, using local produce and ingredients will be a big trend for this year. If you’re already using local suppliers, ensure it’s included in your marketing strategy to promote during 2019!
Do you agree with our roundup of the top predicted food marketing trends for 2019? Let us know on our social channels if you think we missed any!