At the start of every new year, experts assemble their lists of what to watch for in the coming months. The food and beverage category is a particular favorite for list makers. The marketing communications company, JWT, has released its usual forecast of food and beverage trends that marketers will be promoting this year and the list contains something for everyone.
Most consumers still want to believe they can eat heartily and not pay the price with tightening waistbands. For this group of eaters, marketers will be selling mid-calorie foods. We all know about the fully-loaded dishes, especially the ones we enjoy at the holidays. At the other end of the food continuum, consumers know about the taste-free light and diet options. Sensing that consumers want a change, marketers believe many shoppers will purchase compromise foods — ones that offer some taste and a calorie count that falls somewhere in the middle. Marketers are also rolling out healthier candy products that are manufactured with vitamins and electrolytes.
A growing number of consumers want to eat healthier regardless of cost or inconvenience and they want their children to follow in their footsteps. For this group, marketers are introducing vegan options that health-conscious parents can serve to their babies and young children.
The concept of community supported agriculture (CSA) is expected to gain more traction. This practice has been around for a while now but demand should jump as more consumers search for local produce. The CSA business model involves marketing to attract consumers who will promise to pay for boxes of vegetables (or even meat and milk) to be delivered to their homes regularly.
Finally, as consumers spend more time online, it’s reasonable to expect that they’ll shop for more of their groceries online. With up to 26% of surveyed shoppers saying they’re using digital devices to buy food, marketers have plenty of reason to make sure their promotional messages are working well in that format.[Source: Weinstein, Jeff. JWT’s F&B Trends for 2013. Hotelsmag.com 3 Jan. 2013]