A Taste of Success: How Brands Can Navigate Evolving Food and Drink Trends
New research from Snapchat, WPP Media and Ipsos uncovers consumer trends shaping food and drink categories and provides actionable insights for brands.
The food and non-alcoholic drinks industry is currently navigating one of its most dynamic periods. Modern grocery shoppers are not just looking for the best price; they are seeking value, experience, connection, and authenticity in every purchase.
New research, conducted in partnership with WPP Media and Ipsos, surveyed over 6,000 food and non-alcoholic drink shoppers across six global markets (US, UK, FR, KSA, AU and IN) to uncover the evolving habits that drive food and drink purchases. The findings reveal four essential trends that brands must master to thrive in today’s market, especially when connecting with highly engaged daily social media users.
It's no secret that inflation is top-of-mind for consumers, with 63% of food buyers and 61% of drink buyers saying they often wait for a promotion or offer before making a purchase. However, an increased focus on deals doesn't mean you can't enjoy yourself. Instead, consumers are simply redefining what a "treat" means and how they spend their money.
Despite these economic concerns, buyers remain open to new products and actively engaged in product discovery: 69% have tried new food category products in the last year, and 65% are open to trying new and emerging trends in food and drink.
Crucially, taste or flavor remain the most important factor influencing purchase decisions. Following closely are the quality of ingredients and health/nutrition benefits. This signals that consumers are looking for ways to treat themselves responsibly, often through small, premium indulgences.
Furthermore, this trend aligns with evolving priorities around health and ethics:
Routine and brand loyalty dominate most grocery shopping, but brands need to prepare for consumers' growing openness to new options.
Most shoppers exhibit high brand loyalty, and once a shopper is hooked on a brand, they are more likely to trial new product releases from them. This dedication suggests that once a brand earns trust, it has a strong foundation for launching product extensions.
Most purchases are planned when buying food and drinks, however daily Snapchatters are more likely than non-Snapchatters to buy on impulse.
There’s a bright spot for new, disruptor brands. Our data shows a striking difference between daily Snapchatters and non-Snapchatters. Just 45% of non-Snapchatters are likely to try a product from a new brand, but daily Snapchatters are significantly more adventurous. They are 1.6x more likely to try products from a new brand.
The purchase journey for food and drink is no longer confined to the physical grocery aisle. Social platforms influence all parts of the path to purchase — from discovery to post-purchase.
74% of consumers have bought a food or drink product after seeing it on social platforms. Furthermore, social media's influence extends well past checkout, with over half of buyers sharing content on social platforms after purchasing a food or drink product.
To capture attention in this highly visual and fast-moving environment, brands must provide meaningful content that is both informative and immersive.
The appetite for AR is particularly strong, with 71% of shoppers showing interest in at least one form of AR experiences from food and drink brands. This technology isn't just about novelty; it drives conversion, especially amongst Snapchatters. Daily Snapchatters are 2.8x more likely to buy from brands that offer AR experiences compared to non-Snapchatters, demonstrating that AR bridges the gap between digital engagement and physical purchase intention.
Despite the rise of digital tools, personal influence remains central to the purchase decision. A massive 90% of shoppers say friends and family influence at least one point of their food or drink purchase journey. This inner-circle influence extends seamlessly to social media, where friends and family chat about food and drinks.
Beyond their personal network, however, consumers also rely heavily on public figures: 89% of shoppers who engage with creators see them as influential across any stage of the purchase journey.
A huge 67% of consumers say they trust creator recommendations about food or drink products, resulting in 74% of consumers saying they are likely to trial a new food/drink launch that has been promoted or endorsed by a creator. Daily Snapchatters are 1.5x more likely to agree with this compared to non-Snapchatters.
By understanding that the modern food consumer balances careful spending with the desire for indulgence, values the immediate thrill of impulse spending, and uses social platforms for discovery, research, and purchase, brands can craft strategies that truly resonate with the modern palate.
Key actions for brands:
Have a social presence throughout the purchase journey: Show up on social platforms to reach consumers when those crucial private conversations and endorsements happen among friends and family.
Leverage AR for utility, not just flair. Offer Lenses that show nutritional information, provide virtual recipe instructions, or let shoppers visualize how a product looks in their kitchen. By making your content both informative and engaging, you can satisfy your audience's desire for knowledge and their need for an immersive experience.
Partner with creators who generate product reviews and recipe content. By capitalizing on both private trust and public validation, food and drink brands can maximize their conversion power.
Learn more about how brands can successfully launch campaigns for food and drink brands here.
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