Some of the trends Glanbia identified include:
When it comes to the perfect mix of great taste, clean labels and a nutritional punch, there’s a lot of common ground among Baby Boomers, Millennials, Gen X and Gen Z. Still, each of these cohorts has its own style, and that’s reflected in what they like to eat and drink. Each also finds information about new products in different ways — an important factor when it comes to rolling out new or revamped offerings. The trick is to target specific concerns (such as healthy aging for Baby Boomers, and clean, environmentally friendly ingredients for Gen X) to broaden appeal.
Building a Lifestyle
The phrase “social media influencer” didn’t exist a few years ago, and now these men and women can make or break a product overnight. Even so, people have always avidly followed lifestyle advisors, whether through magazines, television programs or websites devoted to creating a new, better you. Products succeed when they connect with what consumers want. For instance, plant-based protein is very popular right now because it’s seen as part of a larger lifestyle around healthy diet and plenty of exercise. Products (and the ad campaigns that support them) can build on interest with a positive message that drives sales.
Who doesn’t want to feel special? This is another area where social media can come into play around product awareness and marketing. By focusing on what consumers want, messages can be crafted around why a particular food or beverage is “just right” for that reader or viewer. By showing awareness, empathy and understanding, manufacturers can build a relationship that not only results in immediate engagement, but can also be built upon to create a brand ambassador.
If there is one trend that stands out among the rest today, it’s clean living. When it comes to food and beverage, that means being able to demonstrate — on the label — a commitment to sustainability. On a shelf with many similar choices, products that show a willingness to talk about where they come from and how they are made stand out to consumers. A great story will not only serve as a positive marketing tool, it will be shared by consumers and help build brand awareness.
Taste matters. So do smell, color and texture. Consumers, especially Millennials, want food and beverage choices that tell a story to all five of their senses. Providing a richer, fuller experience to forge that connection will result in brand loyalty and buzz, including the highly sought after goal of being “Instagrammable.”