As we hit the final few months in 2019, what food marketing trends should we all be aware of? We’ve done the hard work for you, and researched the top food marketing trend predictions for the rest of 2019…
Trend 1: Plant-based and vegan food products
From that vegan sausage roll by Greggs to Papa John’s vegan cheese pizzas, there’s definitely been a shift this year in the food industry embracing veganism. It’s a trend that’s unlikely to slow down before December, with many food brands receiving positive marketing and press coverage with their new meat-free items. Could you develop a vegan option or alternative on your menu?
Trend 2: AI in the food industry
There are many ways we are seeing AI being introduced in the food industry, from managing supply chains, developing new products and helping to grow food. AI is likely to be more than just a trend though, as improved technology helps food businesses streamline their processes we’ll be seeing a lot more of the ways AI can be of service.
Trend 3: Conscious product design and manufacturing
Last year 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 the rest of 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 or refillable stations in supermarkets over plastic carriers!
Trend 4: Experience based eating
The rest of the year year will continue to 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 5: Voice technology
With the steady growth of voice search in the last year, 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. How we communicate with restaurants and takeaways could also be changing through voice technology, with more voice-led robots being introduced into the food industry. McDonalds has recently announced its acquisition of a startup that automates drive-thru orders.
Trend 6: Seed butter
Move over nuts, seed butter is said to be the next big thing in the non-dairy market for the end of 2019. Look out for sunflower, pumpkin, and watermelon seed butters, which offer alternative options for those with nut allergies.
Trend 7: 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 8: 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 9: Chatbots
Ease pressure on your real-life staff, with the introduction of a chatbot to your website before the end of the year. Make sure your content strategy echoes natural conversation with customers, through questions, humour or engaging language.
Trend 10: 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 the rest of the year!
Do you agree with our roundup of the top predicted food marketing trends for the rest of 2019? Let us know on our social channels if you think we missed any!