Food Marketing Trends for 2023

As the marketing world always seems to be changing and adapting, it is hard to keep up with the newest food marketing trends. However, keeping up with them is something you should try to do. With 2023 underway, we look at some of the key food marketing trends that are going to shape the industry and you should take note of them if you want to remain competitive. While there are difficulties and challenges ahead, there are also opportunities to drive success within the food marketing industry.

The Growth of Plant Power

Thanks to vegans, vegetarians and those worried about the more traditional resources running short, plant-based foods are one trend that has increased over the last few years. In 2023 it is expected to continue to grow, as consumers look to food manufacturers and brands offering plant alternatives to meat, either due to moral concerns, dietary concerns or health reasons. Read our blog about the ‘Must-Try Vegan Marketing Strategies’

Rising Costs

It will come as no big surprise that the biggest concern for most people is the rising costs. The food and beverage industry has been affected badly by the cost of living crisis. As a result, many companies and brands are taking a more subdued approach to their marketing.

Home Cooking Social Media Influence

A lot more people are cooking at home since the pandemic. Not only are they cooking and baking more, but are enjoying it more and one of the main driving influences of this is social media. When the lockdown happened, people turned to social media for food recipes and videos to try. Some startling research shows there has been a definite shift in where individuals get ideas for recipes and meals. It found people are five times more likely to use recipes they discovered on social media than the more traditional outlet of TV. Even more surprising is the fact over 70% preferred to get recipes from social media instead of cookbooks.

Sustainable Choices

Another essential food industry trend to be aware of in 2023 is the continued increased interest in sustainability consumers. This is because the climate change crisis continues to be a hot topic with data and science pointing indicating it needs to be addressed and rectified urgently. Consumers are more interested than they ever have been in how brands impact the environment and will vote with their conscience and their feet. Many are looking for companies moving away from fossil-fuel-based energy and using sustainable packaging that is biodegradable and recyclable, with less use of plastic. They are also keenly interested in companies and brands that make efforts to reduce their water consumption and only use eco-friendly detergents and other cleaning solutions.

Conscious Calorie Counters

Food marketing is evolving to meet the demands of consumers becoming more conscious of their health and as food companies respond to the changes. Food marketing strategies focus now on promoting wellness and healthier eating. It is also not just about calorie counting or the actual food, but the way people live their lives. Though many will still count calories, they will also be looking at the bigger picture. Brush up on your knowledge of the Calorie Labelling Regulations.

Social Media will become a search tool

While it’s true that navigating around social media can often feel like traversing through a minefield, the evolution and importance of it within the food industry and food marketing cannot be overstated. With the use of short-form videos and shoppable links integrated into posts on social media platforms like TikTok, social media is changing marketing. People are using social media to make choices about the food and drink they invest in.

You can create an aesthetically pleasing social presence to encourage consumers to check you out. When they come to visit your platforms with customer queries you can use your social media account to help educate and inform them about your brand.

Influencer Marketing Continues

Can you remember a time when influencer marketing was known as “word of mouth”? With the advent and evolution of social media, that term has become a whole new beast. Opinion leaders can exercise a real influence on their social media followers by connecting with them and sharing messages that in turn sway their purchasing decisions. Although some brands have taken a step back and stayed firmly on the fence regarding influencer marketing, thanks to the impressive results achieved by other companies and brands, influencer marketing will become a more common trait in 2023 and beyond.

Within this field, another important food and beverage marketing trend for the next 12 months will be the move towards having more consistent brand ambassadors than influencers just being featured in one or two small commercials or marketing campaigns.

Many brands have seen the success that Mcdonald’s had with Maya Jama as a brand ambassador and Just Eat which had Katy Perry and Snoop Dogg as brand ambassadors. 2022 proved that it can also be highly valuable to your food brand if you use micro-influencers when you can’t afford big names or don’t have big budgets for advertisements.

A Shift in Beverage Choices

According to the latest statistics, the fermented ingredient section of the food and beverage industry was worth around $23.64m in the US in 2018 and is expected to jump dramatically to $35.54m by 2023. A large part of this specific trend is related to the recent focus on prebiotics and probiotics and gut health. For instance, there has been an increase in Google searches for “gut health” of almost 700% over the past five years.

When you consume fermented food and drink fermented beverages you get various health benefits along with improved gut health. For instance, the antimicrobial and antioxidant activity, immune system support, and enhanced absorption of minerals and vitamins along with many other things.

Although wine, sauerkraut, cheese and yoghurt are the most common fermented foods, the trend extends beyond these. For example, kombucha is a tangy fermented tea beverage that originates in Eastern Europe, Russia and China. Kombucha interestingly has become one of the quickest-growing grocery segments during the past ten years.

Even more intriguing is the fact the popularity of alcoholic kombucha is growing even more quickly.

Kefir, the fermented dairy beverage is another capitalizing on the trend in gut health food and drink.

These marketing trends have given you some food for thought. Regardless of the marketing food and beverage budget you have at your disposal, Greenseed Group can help you with your food marketing endeavours during 2023.