Three Ways COVID-19 Has Changed Consumer Food Trends
As a society, the food trends and consumption patterns in Australia are constantly evolving. They’re shaped by the latest preferences, health trends, and now, many of the patterns we see in the food industry are being greatly affected by the pandemic.
This article looks at three key ways COVID-19 has brought about shifts in consumer habits when it comes to food, and how Australian businesses in the consumer goods industry will be affected by these changes.
Switch to online
Across most markets in the region, e-commerce has seen a spike in demand since people started staying home more often due to the pandemic. During the lockdown, consumers looked to online retailers for the purchase of groceries, and food delivery apps saw a surge in delivery volumes. As a result of these trends, many businesses that were previously running solely through brick and mortar stores were pushed to digitalise and adjust their business model. Initiatives like the COVID-19 Triage Package launched by Brain & Poulter, an Australian food consultancy, have also helped more F&B operators launch takeaway and delivery services during this time.
The switch to digital can be seen in more than just the rise of online food purchases, but also an increase in views of online recipe videos. Globally, views of cooking and recipe videos increased by 45 per cent since 2019. On top of being stuck at home, many felt the need to manage their financial wellbeing, which possibly contributed to why many chose to cook their own food.
Comfort eating and baking
As consumers struggle to find a sense of normalcy during this volatile period, it seems food has become one of the things that provides comfort. 2020 saw a rise in popularity of comfort eating, with conversations regarding cookies, chocolate and cakes, taking up a significant portion of social conversations regarding consumer food trends. A recent survey shows that 1 in 5 Australians said that they were consuming more snacks like biscuits, chips, and lollies.
Another interesting food trend that has come to the forefront this year is baking. Woolworths CEO, Brad Banducci, shared that cake mix is one of the products that has been flying off the shelves and most targeted by panic buyers. The popularity of baking during this period can be attributed to the free time that many consumers have, due to the lack of other activities they are able to do, along with the increased preference and need for comfort food.
In light of these trends, Australian brand, Arnott’s, took this opportunity to share the secret recipe for their famous Monte Carlo biscuit, so that consumers could add their own flair to it and enjoy it at home. Such an initiative is a good example of how brands can leverage the existing trends in order to boost their share of voice and ensure that their brand continues to be talked about and remembered by consumers.
Sustainable packaging
Another trend worth taking note of is the rise in conversations and interest towards sustainable packaging. As consumers are more reliant on online grocery shopping and food delivery services, consumption of disposable products and packaging have increased. This is further fuelled by concerns over hygiene, safety, and practicality during this uncertain period.
In a GlobalData survey, 43 per cent of Australians agreed that they are concerned over the safety of the packaging of products purchased. Conversations regarding the increased consumption of plastic packaging have hence come to the forefront. Hashtags surrounding the topic have also been gaining popularity.
From the examples shared above, we can see how 2020 has seen the rise of various trends in the food industry in Australia. These trends can have direct implications to how businesses in the industry strategize and adjust their messaging to suit the current times. Thus, it is important for businesses in such a fast-paced industry to stay ahead of the latest consumer trends and conversations. This can be done by leveraging social data and listening in order to launch campaigns that help amongst competitors.
Download the Talkwalker Consumer Goods (Food) Industry Report to discover more insights and trends from the sector.
Please login with linkedin to comment
talkwaterLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.