Food and beverage businesses have faced a lot of challenges in the past couple of years. Although it is not quite fair to review them all through the lens of COVID-19, a lot of the shifts in consumer behaviour have to do with the pandemic and remote work habits that developed.
Before 2020, the main qualities people sought in food and drink products were safety, taste and price. However, during the pandemic and post-pandemic period, safety in nutrition became a given that consumers assumed is a must. Also, taste and affordable price were no longer the selling points. Consumers are now more interested in their health and how food and beverage products affect their bodies.
In 2022, the trends are moving in the same direction. Sustainability and healthy eating are fundamental to success in the current food and beverage market. Plant-based foods, low alcohol drinks, CBD oil and personalized home cooking kits are the framework of the industry right now. So, without further ado, here are 22 marketing tactics to boost food and beverage businesses this year.
1. Get on the eCommerce Bandwagon
eCommerce is not going anywhere and this is the year when food and beverage businesses need to get on board (if they haven’t already done so). Now, more than ever, people are shopping online to order meals delivery.
2. Make Your Products More Sustainable
One of consumers’ top priorities is sustainability. They want to know that the food and drink they are buying are not harming the environment. Make sure your packaging is eco-friendly and that your products are made with sustainable ingredients.
3. Promote Healthy Eating
Healthy eating is another trend that is here to stay. As people become more aware of the importance of nutrition, they are looking for food and drink products that are good for their bodies. Make sure your marketing focuses on the health benefits of your ingredients.
4. Introduce New Plant-Based Products
Vegan foods are becoming more and more popular as people look for alternatives to meat and dairy. If you don’t already have any plant-based products, now is the time to introduce them. Promote the health benefits of plant-based foods and make sure your products are delicious.
5. Offer Home Delivery or Pick-up
With so many people working from home, there is a big demand for food and drink orders online. If you don’t already offer delivery or pick-up, now is the time to start. Make it easy for your customers to get their hands on your products.
6. Get Involved in Social Media
Social media is a great way to reach new customers and promote your food and drink products. Make sure you have a strong social media presence and that you are regularly sharing interesting and engaging content. If you already have a blog, repurpose your articles into posts tailored to each of the online platforms you use.
7. Participate in Food and Drink Festivals
Food and drink festivals are a great way to get your products in front of potential customers. They are also a great opportunity to network with other businesses in your industry. Make sure you participate in some of the big food and drink festivals in your area and do your research early on to secure a spot.
8. Collaborate With Other Businesses
Collaborating with other businesses is a great way to reach new customers and promote your products. Look for individuals and businesses that complement your brand message and see if there is a way to collaborate. This could be something as simple as co-branding or cross-promotion.
9. Sponsor a Food or Drink Event
Sponsoring a food or drink event is a great way to make your brand known across a bigger range of people. It’s also an opportunity to show your support for the industry. Look for events that are relevant to your products and see if you can sponsor them.
10. Invest in “Green” Product Packaging
In recent years, there has been a shift in consumer attitudes towards product packaging. More and more people are interested in eco-friendly packaging that is made from sustainable materials. This year, invest in “green” packaging for your food and drink products.
11. Consistent Blogging
Blogging is a great way to connect with your customers and also build up the authority score of your website. Make sure you are regularly covering topics that are relevant to your industry. You can also use your blog to share recipes, tips, and other helpful information.
12. Give Back to the Community
Giving back to the community is a great way to build goodwill and promote the values of your brand. There are many ways you can give back, such as donating products to local charities or sponsoring community events.
13. Experiment with More Options on the Menu
As the food and drink industry evolves, so does the palate of consumers. More and more people are interested in trying new and innovative products. This year, experiment with more options on your menu. You might be surprised at how popular some of your new dishes become.
14. Use Technology to Your Advantage
There are many ways you can use technology to promote your food and drink products. Use social media and your own website to connect with your customers and share mouth-watering photos of your dishes. You can also use technology to make ordering easier for your customers.
15. Support Local Farmers
Buying from local farmers is a great way to promote your food and drink products. Local farmers are often more passionate about their products and they are also more likely to use sustainable practices. This year, make an effort to buy from local farmers whenever possible, and inspire your audience to do the same.
16. Educate Your Customers
Many people are interested in learning more about the food and drink industry. Try to educate your customers about your products and the industry as a whole. You can do this by hosting events, giving tours, or even creating educational materials.
17. Embrace Automation in Supply Chains
As the food and drink industry becomes more competitive, it’s important to embrace automation in your supply chain. Use it to increase efficient processes at a lower price. However, don’t forget to compensate with higher quality and responsible production.
18. Go Global with Your Products
The food and drink industry is becoming more globalized every day. In 2022 and beyond, aim to expand your business internationally. You can do this by exporting your products or setting up distribution channels in other countries.
19. Create a YouTube Channel
YouTube is a powerful marketing tool that you can use to promote your food and drink products. You can create videos about your products, cooking tips, or anything else that is relevant to your industry. As more people cook meals at home now as opposed to before the pandemic, now is a good time to suggest different recipes and food combinations using your branded products. Make sure to include keywords in your videos so people can easily find them.
20. Get Involved in Local Politics
Local politics can have a big impact on the food and drink industry. So, by attending city council meetings, writing letters to elected officials, or even running for office yourself, you not only follow the trends but actively take part in their making.
21. Foster a Culture of Innovation
The food and drink industry is constantly changing so fostering a culture of innovation in your business is a must. Encourage your employees to come up with new ideas and be open to change. You can also look for ways to improve your processes and products other businesses in the field have successfully applied.
22. Take Advantage of the Snacking Culture
The snacking culture is on the rise as consumers are looking for foods that are convenient and easy to eat on the go. This year, embrace the snacking culture by offering more snacks on your menu. You can also create fun and unique snack boxes that customers can order to-go. Don’t forget to highlight their unique nutritional value and sustainability.
All of these tactics are essential for food and beverage businesses looking to increase their market share. If you’re just starting out, experiment with a few until you find what works best for your company. And above all else, stay innovative – the food and beverage industry is constantly evolving so it’s important that you do too.