Consumer Perceptions of Food Branding in the Digital Age
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Consumer Perceptions of Food Branding in the Digital Age
User responses 9,297
Survey Type Market Research
Audience All Audiences
Top Insight
- Respondents chose food content on Instagram as the most influential platform.
- Social media posts are the most popular method for receiving updates from food brands.
- Respondents prefer transparent information regarding environmental impact.
1.
In what ways do social media influence your discovery of new food brands?
Insight
47%
More than average
respondents prefer to discover new food brands by researching trends or reviews.
47.46%
Researching after seeing trends or reviews
Researching after seeing trends or reviews
47.46%
1,898
Through influencer or celebrity recommendations
28.21%
1,128
By seeing brand ads or promotions
20.88%
835
Through brand giveaways or contests
10.35%
414
From suggested content by the algorithm
1.48%
59
2.
Which digital platform most influences your food purchasing decisions?
Insight
5X
More than average
consumers prefer food content on Instagram more than recipe videos on TikTok.
48.12%
Instagram Food Content
Instagram Food Content
48.12%
3,028
Food Blogger Websites
38.94%
2,450
Tiktok Recipe Videos
9.44%
594
Brand Websites/apps
3.5%
220
3.
What's your preferred method for receiving updates from food brands?
Insight
3.2X
More than average
respondents associated updates from food brands with social media posts than with notifications from mobile apps.
46.32%
Social Media Posts
Social Media Posts
46.32%
491
Email Newsletters
25.75%
273
Text Messages
22.17%
235
Mobile App Notifications
14.34%
152
I Prefer Not To Receive Any
7.92%
84
4.
What type of transparency information do you most value?
Insight
85%
More than average
consumers prefer transparent information regarding environmental impact.
85.27%
Environmental Impact Data
Environmental Impact Data
85.27%
7,928
Manufacturing Process Details
14.09%
1,310
Worker Welfare Information
2.75%
256
Real-time Product Traceability
1.39%
129
5.
In what ways do you expect food brands' digital platforms to offer personalization?
Insight
5.8X
More than average
respondents prefer personalized offers and discounts than product recommendations based on their preferences.
82.62%
Personalized offers and discounts
Personalized offers and discounts
82.62%
4,150
Product recommendations based on my preferences
14.13%
710
Limited personalization, just basic information
5.69%
286
Recipe suggestions based on my eating habits
5.22%
262
I don’t look for personalization on digital platforms
0.44%
22