Today, consumers are increasingly concerned about health issues. Modern lifestyles, especially dietary habits, are believed to negatively impact health and the environment. Therefore, consumers are very cautious when choosing food, and they are more inclined to choose organic and natural food. Vegetarian foods, plant-based meats, and low-sugar foods have also become major trends in the global food industry. Many brands are also following the trend, using words such as “plant meat”, “low sugar” and “low calorie” to attract consumers’ attention. At the same time, consumers are more willing to lose weight for their own health, which has formed a trend of healthy eating.
Affected by the epidemic, consumers’ attention to food safety has increased by 10% compared with 2019. Consumer concerns related to food processing, transportation, and sanitation procedures, among others. The topic of food safety is increasing on social media, and consumer behavior due to misinformation tends to be cautious when choosing.
Survey data shows that during the epidemic, nearly 60% of consumers reduced eating out and chose takeout to solve their daily needs, and the global demand for takeout increased. At the same time, 43% of consumers claim to have more choices to shop online. Under the epidemic, online retail is becoming more and more important.
The trend changes in the food industry under the influence of the epidemic have inspired fruit and vegetable manufacturers, food and beverage manufacturers in marketing communication:
1. Emphasizing the health value of food, especially the value of health issues that are closely related to our lives, can highlight the “natural” and “organic” of food; on the other hand, when we promote healthy diets such as eating meat substitutes, vegetarianism, etc. while strengthening the benefits of addressing health problems is also a way.
2. As consumers become more concerned about food safety, the transparency of food manufacturers is key.
The openness and transparency of the place where the product is produced and the manufacturer is very important to the consumer’s purchasing choice. And in the event of a food safety crisis, it is necessary for consumers to clearly know where substandard products are going and what measures will be taken. This kind of openness and transparency is conducive to enhancing consumers’ confidence in the brand.
3. Online shopping is not only a distribution channel but also a way to convey information and educate consumers
During the epidemic, e-commerce live broadcasts and short videos in China were very popular, with wider population coverage and more diverse categories, and food and beverages were the most important category; in the United States, consumers’ online access to information has also increased, and digital communication has changed. It become increasingly important.
4. How can advertising stand out during the epidemic?
Promotions still have their place, especially for brand-exclusive promotions, new products, seasonal flavors, or short-term sales. Simplicity is also the key to successful advertising. Too much reliance on oral narratives or information that accommodates too many complex scenes may not make a deep impression on the target audience. In addition, under the influence of the new crown epidemic, consumers hope that advertising can make them feel positive and safe, so as to eliminate the anxiety in life.