Today, we are exploring the five drivers of global food choices and why they are important for your food or beverage brand’s success in digital marketing.
Consumers are exposed to a wide array of culinary influences, and their preferences are shaped by a multitude of factors—especially what they can view online. Understanding these drivers of global food choices is crucial for food and beverage brands to stay relevant and connect effectively with their target audiences.
Today, our experts share the five key drivers shaping global food choices and explore why your brand could embrace them to succeed in the competitive food and beverage industry.
The 5 Drivers of Global Food Choices
1. Brand
A brand, in itself, has become a significant driver of global food choices. Consumers often associate certain brands with specific values, quality standards, and emotional connections. Brands that effectively communicate their values, authenticity, and commitment to quality can resonate deeply with consumers and influence their purchasing decisions.
Oatly, a plant-based milk brand serves as an excellent example of how a company can build a strong brand identity around sustainability and ethical values. Oatly has successfully positioned itself as a sustainability-driven brand in the plant-based milk market.
The company’s mission is “To always deliver products that have maximum nutritional value and minimal environmental impact.” One of Oatly’s key brand strategies is transparency. The company uses its packaging as a primary medium to communicate its values and sustainability efforts.
Each side of Oatly’s packaging carries a message to the consumer, often featuring slogans like “It’s like milk but made for humans” and “Wow, no cow”
The brand’s activism extends to policy-making levels as well. Oatly has been involved in what’s been called the “Swedish milk war,” challenging traditional dairy producers and advocating for more sustainable food production. They’ve also launched initiatives like the “Food Industry — Show Us Your Numbers” campaign, calling on other food companies to disclose their environmental footprint.
By consistently communicating and acting on its sustainability-driven mission, Oatly has built a strong brand that resonates with environmentally conscious consumers. Their approach demonstrates how a brand can effectively use its values, authenticity, and commitment to quality to influence consumer choices in the global food market. Are you interested in learning more about Oatly? Check out our in-depth analysis here!
2. Ingredient List
This global food choice is of growing interest to consumers. Human beings are increasingly scrutinizing ingredient lists, seeking products that align with their dietary preferences and values. The transparency and simplicity of ingredient lists have become crucial factors in shaping global food choices.
A survey by the International Food Information Council (IFIC) found that 77% of consumers consider the ingredient list when making food purchasing decisions. Several factors drive this trend:
Clean Label Movement
The clean label movement has gained significant momentum in recent years. Consumers are looking for products with simple, recognizable ingredients and minimal processing. According to Food and Beverage Insider, 73% of consumers worldwide say they’re willing to pay a higher retail price for food and beverage products made with ingredients they recognize and trust.
Allergen Awareness
With the rise in food allergies and intolerances, consumers are paying closer attention to ingredient lists to identify potential allergens. The Food Allergy Research & Education (FARE) organization reports that 32 million Americans have food allergies, making clear ingredient labeling crucial for safety.
Nutritional Consciousness
Consumers are becoming more educated about nutrition and are using ingredient lists to make informed decisions about their health. A Nielsen study found that 67% of consumers want to know everything that goes into the food they buy.
Transparency in Digital Age
In the digital age, consumers can easily access information about ingredients online. Brands that provide comprehensive ingredient information on their websites and social media platforms are meeting this demand for transparency.
For example, on their website, Simple Mills provides comprehensive information about their ingredients, including their sourcing practices and nutritional benefits. They emphasize their use of whole-food ingredients like almond flour, coconut sugar, and organic coconut oil. This level of transparency extends to their FAQ section, where they address common questions about their ingredients, such as the source of their citrus flour and the nature of their extracts.
Simple Mills also ensures that its products are certified gluten-free and undergo extensive third-party testing to verify their gluten-free status. This commitment to quality and transparency is further demonstrated by its Non-GMO Project certification for many of its products, although they are reevaluating this certification due to cost considerations.
The brand’s dedication to clean ingredients is evident in its product lineup. For instance, its Almond Flour Baking Mix Variety Pack, available on platforms like Amazon, showcases its use of simple, recognizable ingredients in products like pancake and waffle mix, pizza dough, and vanilla muffin and cake mix.
By providing detailed information about its ingredients and production processes, Simple Mills is meeting the growing consumer demand for transparency in the food industry. This strategy helps them stand out in the competitive gluten-free and natural foods market,
The focus on ingredient lists is influencing product development strategies across the food industry. Many companies are reformulating their products to remove artificial ingredients, simplify recipes, and include more natural, recognizable components. This shift is evident in the rise of “free-from” claims on product packaging, such as “no artificial colors” or “no preservatives.”
By prioritizing clean labels, natural ingredients, and transparency in their ingredient lists, brands can appeal to health-conscious and discerning consumers, potentially gaining a competitive edge in the global food market.
3. Ingredient Claims
Beyond the ingredient list itself, consumers are influenced by the claims about specific ingredients. Claims such as “organic,” “non-GMO,” “fair trade,” or “locally sourced” can significantly impact consumer perceptions and purchasing decisions.
According to a report by the Hartman Group, 68% of consumers consider sustainability claims when making food purchases. Brands that effectively communicate their ingredients’ benefits and ethical sourcing can differentiate themselves and resonate with values-driven consumers.
Horizon Organic, a leading organic dairy brand, leverages its “organic” claim in digital marketing campaigns, highlighting the benefits of organic farming practices and the absence of synthetic pesticides and fertilizers. One of Horizon Organic’s key marketing strategies is emphasizing its pioneering role in the organic dairy industry. Their website prominently states, “Pioneering organic since 1991, one glass of milk at a time.”
In their recent campaign, “This Milk Means Business,” launched in April 2024, Horizon Organic focused on promoting their core product line, including lactose-free milk.
The campaign, which includes digital, social, and banner ads, aims to challenge the assumption that all dairy products are equal. It highlights Horizon’s commitment to organic practices and the nutritional benefits of its products, including DHA for brain and eye health.
By consistently emphasizing its organic practices across various digital channels, Horizon Organic has maintained its position as a leading organic dairy brand, appealing to health-conscious consumers and those concerned about environmental sustainability.
4. Nutritional Information
With the growing emphasis on health and wellness, nutritional information has become critical to global food choices. Consumers are increasingly seeking products that align with their dietary goals, whether low-calorie, high-protein, or free from specific allergens or additives.
Brands that provide clear and transparent nutritional information can cater to health-conscious consumers and position themselves as trustworthy and responsible players in the industry.
Chobani, a Greek yogurt brand, prominently displays nutritional information on its website and social media channels, highlighting its products’ high protein content and low sugar levels. By sharing the brand’s nutritional information online, Chobani is building trust, rapport, and continued support for its customers and the planet. Chobani emphasizes health and continues to be a leading brand in the food industry.
5. Health Claims
In addition to nutritional information, health claims made by brands can significantly influence global food drivers. Consumers are increasingly seeking out products that offer specific health benefits, such as supporting heart health, boosting immunity, or aiding digestion.
A report by Mintel found that 66% of consumers are willing to try new and innovative food products that offer unique health benefits. Brands that can substantiate and effectively communicate the health benefits of their products can tap into this growing consumer demand and differentiate themselves in a crowded market.
Tropicana, a leading orange juice brand, has leveraged digital marketing to promote its products’ health benefits, such as their vitamin C content and antioxidant properties.
Tropicana has successfully positioned itself as a health-conscious brand by emphasizing its orange juice’s high vitamin C content and antioxidant properties. This strategy aligns well with consumer health priorities.
Product innovation has been a key component of Tropicana’s success in the health-focused market. The introduction of Trop50, a product with 50% less sugar and calories than regular orange juice, demonstrates the brand’s commitment to meeting the evolving needs of health-conscious consumers. This innovation and clear and transparent marketing on product packaging and digital platforms have helped Tropicana build trust and credibility among its target audience.
Why Your Brand Needs These Drivers
Embracing these five drivers of global food choices is essential for food and beverage brands to stay competitive and relevant in today’s dynamic market.
By understanding and catering to these diverse consumer preferences, brands can:
- Expand Market Reach: By acknowledging the importance of brand values, transparent ingredient lists, ingredient claims, nutritional information, and health benefits, brands can appeal to a broader range of consumer segments across different regions and demographics.
- Foster Brand Loyalty: Consumers are more likely to develop a strong emotional connection and loyalty towards brands that align with their values, dietary preferences, and health goals. By addressing these drivers, brands can cultivate a loyal customer base.
- Differentiate and Innovate: In a crowded and competitive market, addressing these drivers can help brands differentiate themselves and drive innovation. Brands can stay ahead of the curve by continuously adapting to evolving consumer preferences and introducing products that cater to specific needs and desires.
- Enhance Brand Perception: Addressing these drivers can positively impact brand perception and positioning. Consumers are more likely to perceive brands that prioritize transparency, health, and sustainability as trustworthy, responsible, and aligned with their values.
- Drive Sales and Profitability: Ultimately, by catering to these drivers of global food choices, brands can increase their appeal, drive sales, and enhance profitability. Consumers are willing to pay a premium for products that meet their specific preferences and align with their values.
Conclusion
Brands that embrace and address the five key drivers – brand, ingredient list, ingredient claims, nutritional information, and health claims – will be well-positioned for success. By understanding and catering to these diverse consumer preferences, brands can expand their market reach, foster brand loyalty, differentiate themselves, enhance brand perception, and drive sales and profitability.
If your brand is seeking to navigate the complexities of global food choices and leverage these drivers to achieve success, consider partnering with The Missing Ingredient. Our team of experts specializes in helping food and beverage brands develop effective marketing strategies, product innovations, and consumer engagement initiatives that resonate with diverse global audiences.
Contact us today to unlock your brand’s full potential in the dynamic world of global food choices.