Snapchat has shared new research into the latest grocery trendsand how consumer habits are developing in terms of food and non-alcoholic drinks, which could be worth mentioning in your marketing approach.
Based on a survey of more than 6,000 people, Snapchat, in partnership with WPP Media and Ipsos have identified several key trends that food and beverage brands need to understand to maximize their opportunities.
Which, with the holidays quickly approaching, might be worth mentioning in your strategy.
First, the data shows that despite tighter economic conditions consumers remain open to new products and are actively involved in product discovery:
According to Snapchat:
“69% [of shoppers] have tried new products from the food category in the past year, and 65% are open to trying new and emerging food and drink trends.”
These alternative brands could be cheaper options, but the data shows that people are still willing to try new products, while health and sustainability considerations are still top of mind for many consumers.
Adhering to these considerations can help you improve your sales results amid the broader shift in grocery shopping.
Looking specifically at Snapchat users, the data shows that Snapchat users are 1.6x more likely to try a new brand, and are also more likely to make impulse purchases in both the food and beverage categories.
This could provide more opportunities for your promotions to reach a new audience with your offer.
Which is also supported by this element:
As you can see, 94% of Snapchatters say social media plays a role in their purchasing activities, while social apps generally play a big role in increasing food awareness.
Also worth noting: More than half of buyers share content on social platforms after purchasing a food or drink product.
Snapchat says that to capitalize on these opportunities, brands must “provide meaningful content that is both informative and compelling.”
And creators can play a role too, as many consumers now rely on creators’ recommendations to guide their purchasing decisions.
“A huge one 67% of consumers say they trust makers’ recommendations about food or beverage products, resulting in 74% of consumers say they are likely to try a new food and drink launch that has been promoted or endorsed by a maker. Daily Snapchatters are 1.5x more likely to agree with the statement compared to non-Snapchatters.”
Some valuable considerations may help you think about how to use your promotions this holiday season, as more budget-conscious consumers look for alternative options for new products to try.
You can view Snapchat’s full Taste of Success report here.
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