September 26, 2012
Food Cos. Get Social with Young Adults
Today’s received wisdom seems to be that young people are so wired to technology that it’s the only way to reach them. At least, it’s the best and most effective way to do so. Research specialists, Mintel, believe food companies (at least in Europe) are just beginning to see 18-30 years olds as an important audience and are figuring out how to connect with them.
David Jago, Mintel’s director of innovation and insight, told foodanddrinkeurope.com young adults are being increasingly targeted "as they are generally well educated and connected." This means devising new strategies. Mr. Jago pointed out that just in the past year, some 500 new products ("and growing") include either Facebook, Twitter or some other form of social media in their packaging and adds that he believes it is more than a fad.
Mr. Jago claimed that connecting with a brand’s history or story is "a new area for most European food companies." Young consumers want to know about ingredients and manufacturing processes; in other words, where their food comes from and how it gets to them. He stressed the dangers of social media, peer reviews and the need for manufacturers to control what is said about them.
Other countries encounter similar obstacles. Lifelounge Urban Market Research (UMR), an Australian "provider of insights into the 16-30 year old market," publishes annual research encapsulating their "values, behaviours and attitudes."
Although not focusing specifically on food, Lifelounge’s recent research into other lifestyle areas shows that the vast majority of brands are not connecting with the youth market, revealing "only 15 percent could recall a brand communication that resonated with them, markedly down from 27 percent in 2010 despite ever-increasing volumes of brand communication through traditional and online channels."
Lifelounge chief executive Dion Appel told startupsmart.com, "It’s a huge opportunity for marketers but also a huge challenge — how to connect with this market."
Several British universities and food writers, interviewed by James Ramsden for The Guardian, say they use innovative ways to supplement social media. Specifically targeting students, cooking classes and online cooking channels encourage inexpensive, interesting and healthy diets.
BrainTrust
Recent Discussions
Discussion Questions
Is food a natural category in which to reach younger consumers through social media? Can you think of instances where social media was used effectively to market food brands or retailers?
Poll
I’m always cautious about these big claims about the young, when I recall all the things like this that were said about my generation.
My advice is, really figure out what has impact. Very often, it’s not social media. And that’s fine because all generations remain in touch with traditional media as well (despite the echo chamber telling us otherwise).
Yes, but if social is standalone on this, it will have less chance of success. Whatever the project, marketing has to be balanced. It is not “this age group gets only this message on this vehicle.” Yes, be where they are, but realize, they are not living inside their phones. Market to them through other vehicles as well.
It can be part of an overall marketing strategy, but have not seen it work on its own.
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I’m always cautious about these big claims about the young, when I recall all the things like this that were said about my generation.
My advice is, really figure out what has impact. Very often, it’s not social media. And that’s fine because all generations remain in touch with traditional media as well (despite the echo chamber telling us otherwise).
Yes, but if social is standalone on this, it will have less chance of success. Whatever the project, marketing has to be balanced. It is not “this age group gets only this message on this vehicle.” Yes, be where they are, but realize, they are not living inside their phones. Market to them through other vehicles as well.
It can be part of an overall marketing strategy, but have not seen it work on its own.