Food Marketers Promoting Traceability, Super-​Foods for 2014

It’s not too early for food and beverage marketers to be thinking about the hot trends for 2014. Consumers are blueberrysuperfood blueberrysuperfoodsharply focused on what they are eating and drinking these days. As a result, food marketers are under pressure to show that they are responding to consumer concerns. Innova Market Insights has compiled a list of the top ways that industry players will try to position themselves next year.

Innova previously identified the shift to organic and the boom in natural foods as big trends so their forecasts are worthy of attention. In 2014, the firm’s 10 trends seem to center around a couple of major themes – those dealing with the local, environmentally-​sensitive food movement and those focused on super-foods.

For example, manufacturers and retailers will be promoting efficiency in their supply chains and emphasizing how this new focus reduces waste. That strategy should appeal to consumers while also boosting profitability. Consumers will also be looking for and receiving assurances about food safety and traceability regarding food sources. At the same time, consumers need to save time and money, at the store and when preparing meals. Analysts expect to see more value packaging and ‘in-​store’ value promotions in 2014.

The rise of social media is helping smaller, local, and innovative food producers reach niche markets. Consumers are increasingly willing to buy direct from the food suppliers and this trend should grow.

Marketers who can honestly tout their products as part of a holistic health lifestyle should have success in 2014. Clinical nutrition, with alternatives like traditional Chinese medicine, can be a profitable channel for food marketers to sell in. Similar trends will involve super-​foods and the ‘protein horizon’.

Are you working with small food and beverage marketers? Have they mentioned tapping into any of these trends for the upcoming ad campaigns?

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.