Digital Tastemakers - Why Food Brands Can't Ignore Influencers in the Innovation Process

Social media influencers and bloggers wield immense power over consumer behavior these days. The impact is unmistakable across categories from fashion and beauty to consumer tech.

But what about the world of food and beverage? Do "digital tastemakers" actually move the needle when it comes to shaping attitudes and purchasing decisions around new food products? The short answer is - absolutely.

According to the September-October 2023 edition of the Packaged Facts National Online Consumer Survey, the impact is highest among younger consumers. Overall, consumers report many factors have an impact on their decision to try new foods. Recommendations from family and friends and sales or promotions are the most impactful factors influencing consumers to try new foods. Additionally, many consumers may be enticed to try a new food if it is a new version of something they already like or if the item is seasonal or limited time offering.

Still, social media posts rank in the top five factors enticing the Gen Z generation to try a new food. In fact, 30% of adult Gen Z respondents reported that social media posts – whether from food brands, chefs, restaurants, influencers, or friends -- strongly impact decisions to try new foods. Food bloggers/influencers in general weren’t far behind with 24% of adult Gen Z respondents saying they strongly impact new food decisions.

The influence of these factors drops off dramatically beyond Millennials, however. Younger consumers spend more time online (especially on social media) and are, therefore, more likely to watch videos and cooking programs via these channels, especially TikTok and Instagram. Thus, they tend to consume more content of this type that influences their food purchases.

Still, Gen Z and Millennials aren’t the only consumers online. Therefore, potential exists in using social media to better understand or to reach Gen X and Baby Boomer consumers as well. Of course, not all food influencers resonate equally across age groups. An influencer's ability to affect changes in consumer interest, and drive awareness and purchase intent does tend to be stronger when demographics align. For instance, older consumers report that they are more enticed to try new foods based on recommendations from health professionals and chefs than from social media overall. However, even chefs and health advocates appear on social media, discussing food, power ingredients, and new cooking techniques and recipes. This creates an opportunity to address food concerns among Gen X who less attracted to more general influencers or home cook food bloggers.

Food brands are increasingly mining social media for trendy ideas and new flavor combinations, or tapping into digital influencer strategies. Those that don’t are missing a crucial piece of the modern product development and marketing puzzle.

Navigating social media trends and partnerships is complex but innovators who crack that code gain a powerful edge to more efficiently maximize awareness and adoption of new product releases. That differentiator could be the key to separating the passing food fads from the true disrupters and market movers of tomorrow.

For more information on food industry trends and opportunities, including those involving digital and social media, see the latest release of Packaged Facts’ benchmark report, Food Market Outlook 2024: Opportunities & Challenges With Pricing, Convenience, Sustainability & More.