Consumers Are Hungry for Viral Food and Beverage Trends, Healthier Choices, According to Matter Survey
2024年7月23日 - 9:36PM
ビジネスワイヤ(英語)
Research from agency’s consumer PR + Marketing
experts highlights strong opportunities for CPG brands across
influencer marketing, in-store and online retail, healthy
alternatives and more
Matter Communications — a Brand Elevation Agency that integrates
PR, marketing and creative services — today revealed findings from
its 2024 Food & Beverage Trends survey. The survey of more than
1,000 U.S. consumers uncovered insights into popular food and
beverage trends on social media, grocery shopping habits, and
preferences for healthier and more sustainable choices.
Influencer Content = Recipe for Success
The survey revealed the following:
- 85% of consumers have either researched, purchased or
considered purchasing a product or service after seeing friends,
family or influencers post about it. This marks a 4% increase since
the 2023 Matter influencer survey
- Also, for back-to-back years, consumers are most interested in
seeing and acting on influencer content about food and beverages
(29%) followed by health and wellness (23%)
- 75% of respondents are either somewhat or very likely to try a
viral food or beverage trend after seeing it on social media
So, what’s the secret sauce for generating the perfect food and
beverage content to reach the right audiences?
- Consumers stated their favorite content to engage with is
recipes and how-tos (40%)
- 19% preferring snack hacks and healthy swaps
- Mid-sized influencers with 10,000 -1,000,000 followers are most
likely (42%) to make consumers consider purchasing food and
beverage products after seeing them promoted on their social media
feeds
“With consumers constantly scrolling social media channels like
Instagram, TikTok and Pinterest for food and drink inspiration,
it’s so important for brands to combine authentic, diverse voices
and tastemakers with the right mix of paid and organic content to
maximize reach,” said Matt Mendolera-Schamann, Executive Vice
President, Consumer PR, and Leader of Diversity and Inclusion at
Matter. “Generating ‘snackable’ content that can quickly influence
purchase intent is what’s really going to help brands break through
the noise – and we have seen that when managing our own clients’
social media and influencer campaigns.”
Healthier & Sustainable Choices in High Demand
Ninety-four percent of consumers said it is either extremely
important (51%) or somewhat important (43%) to be able to find
healthier choices when purchasing food and beverage products.
One trend having a moment is healthier beverage
alternatives:
- 44% of consumers say they’re likely to incorporate healthier
sodas/sparkling beverages that provide gut health support or
enhanced water with electrolytes into their daily routine.
When asked to choose the three most important nutritional
attributes when shopping for food and beverage products, the top
choices were:
- Low sugar (64%)
- Protein-packed (58%)
- Low carbs (52%)
When it comes to sustainable food and beverages, consumers
indicated that:
- sustainable packaging is most important (41%)
- followed by regenerative agriculture (20%)
Home Cooked Meals Are In, With a Dash of Dining Out
Most consumers (56%) indicated they’re more likely to buy food
and beverage products in-store compared to online:
- 19% are more likely to buy food and beverage products
online
- 25% are more likely to shop an equal combination of in-store
and online
When asked about their two most common weekly dining habits,
consumers' top answers were:
- Buying food and beverages in-store to cook at home (74%)
- Dining out at a local restaurant (38%)
- But that doesn’t mean convenience is out of the question, with
over 35% of respondents most common choice being fast food from a
drive-thru
Consumers are also seeking options that will fill them up but
won’t break the bank as we continue to grapple with inflation:
- 45% said affordable price point is the most important attribute
when purchasing food and beverage products.
“People want to get behind food and beverages that not only
offer value, but that they can feel good about putting in their
bodies,” said Mandy Mladenoff, President of Matter. “Whether
they’re stocking up at their local market to prepare a home cooked
meal, indulging on-the-go, or even embracing home delivery, each
consumer’s journey is likely to include a combination of online and
offline interactions. Brands should recognize that need to not only
be nimble and adapt to evolving shopping behaviors, but to also
embrace an omnichannel communications and marketing approach.”
To learn more about Matter’s consumer PR and marketing team, as
well as their client work in the food and beverage space, please
visit the Consumer page on Matter’s website.
Companies looking to include Matter in any open or future
Request for Proposals (RFPs) or explore a potential partnership are
encouraged to contact Matter to receive a custom program
quote.
Research Methodology
The 2024 Matter Food & Beverage Trends Survey was fielded by
a third-party provider on May 31st, 2024. The online survey
research collected responses from over 1,100 U.S. consumers.
About Matter Communications
Matter is a Brand Elevation Agency that integrates PR, marketing
and creative services into campaigns that inspire action and build
value. Founded in 2003, with offices spanning North America, Matter
works with the world’s most innovative companies across healthcare,
high-technology, consumer technology and consumer markets. For more
information, visit https://www.matternow.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20240723209708/en/
Matter Communications Rachel Almas Account Manager, Consumer PR
ralmas@matternow.com