29% of men and 31% of women in the UK population consider that it is worth paying more for organic food. With new brand and consumer behaviours changing the ecosystem in the Food and Drinks sector, 28% of all men and women state that they often purchase sustainably sourced products, and 8% say that they only purchase sustainably sourced goods. (Source: TGI GB 2021 August Survey)
1. We want brand transparency, but are we transparent?
Claiming good values and integrating those into brand marketing is not enough for consumers that increasingly demand transparency from brands. On the other hand, are purchasers ready to prove they are transparent?
Ocean Bottle calls on consumers to come clean on sustainability. For every social post that includes the #econfession hashtag, Ocean Bottle will stop 10 plastic bottles from entering our ocean, in partnership with Plastic Bank.
Full disclosure and transparency are more important than ever, but it is also equally important to make sure your customers are participating in your policy. Following the example from Ocean Bottle, practical acts of transparency can lead the way by example for consumers and often times these are the acts that bring more awareness globally.
2. Just Eat orders soar 76%
Consumer’s hunger for takeaways has grown even bigger in 2021 as lockdown restrictions led to a 76% increase in orders at Just Eat Takeaway.
By taking a chance on the global conditions, Just Eat’s decision to invest in delivery and brand marketing was a long-term market share play. Internal analysts stated that they could spell a profits squeeze, especially if delivery volumes cannibalise marketplace orders which are significantly more profitable overall.
With the constant behavioural in the Food and Drink sector, investing in long-term market share is a profitable way to apply the perfect contouring to your business as the landscape of the industry keeps expanding. Just Eat is making a strong move by investing in it’s delivery service, one the biggest assets of the brand. Similarly, investing in the expansion of your strongest direct marketing points can be an effective long shot.
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3. Deliveroo to the future
The online food industry is maturing, and Deliveroo is laying the foundations to drive long-term value. With revenue growth of 82% and gross profit growth of 75% so far, the food delivery company shifted an opportunity to make its first operating profit into a chance to invest in brand-building marketing, designed to drive awareness and support its future growth.
In July, Deliveroo spent 30% more on TV (Total of £2.65M) than in June, and reached 21% more people.
Brands in the food & drink sector that are taking steps in building brand awareness are showing higher client engagement. Deliveroo is a prime example of how investing in the right media channels can generate proven audience-specific ROI and results which follow.
Source: Marketing week
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4. Feed the mind
Food and drink campaigns are angling towards enhancing stress relief activities this year. By connecting with activities like watching TV, gaming, or meditating, brands are creating mental and emotional wellbeing solutions, delivering on new value and celebrating people’s identities.
With consumers eager to reprioritize wellbeing, Whole Foods and Headspace have collaborated to create a new “Food for Mood” wellness series that be seen on the Whole Foods Instagram TV Channel. The campaign aims to tap into mindful eating practices, helping people become conscious about their decisions and experiences with food.
Innovation is coming through brands that celebrate people’s needs and identities. Responding to new definitions of trust, quality, and essentiality has become a way to understand how to respond to consumers. By taking action on topics that resonate with the wellbeing of their audiences, brands are adding fruitful nuances to the way they are recognised and perceived.