About Influencers, Inflation and Food Branding Tips

👋 Happy Tuesday

Welcome to another edition of what we’re determined to make the best newsletter in CPG and food marketing. Here we share what you need to know to run a successful food or drink business.

☎️ Remember, I offer hourly coaching to food entrepreneurs. When you’re ready to grow and scale, book a free discovery call here.

Here’s what we’re covering today:

• Consumers have stopped trusting influencers

• Smarter consumer shopping in the face of food inflation

• Food Branding Tips for Small Business Owners

---

Influencer trust is down. Way down.

Used to be that everybody and their dog was rushing to work with influencers. Well, the problem is that consumer trust toward influencers is now lower than toward actual brand messaging.

What caused this? Indiscriminate advertising, i.e. rampant greed. What can be done? Work with trusted content creators and niche experts instead.

---

Smarter consumer shopping in the face of food inflation

Food cost inflation continues to be a thing, and savvy consumers are getting creative with their shopping strategies. Here’s what’s happening out there:

• Ditching regular grocery stores for discount stores has become a popular move. At the same time, we’re seeing discount stores becoming smarter.

• Rather than doing one big weekly shop, people are opting for more frequent shopping trips to buy only what they need for a few days. Consumers are also embracing smaller package sizes to meet their immediate needs rather than shopping in bulk. (Does anybody manage to walk out of Costco without spending at least a couple of hundred dollars? I think not.)

• Waste not, want not. Meal planning apps are doing well, helping people plan both meals and expenses. This also reduces food waste and expenses.

• Private-label products are still all the rage, and grocery stores are stepping up their game by bringing in new and innovative private-label options. Who says store brands can't be cool?

• Your freezer can be your best friend. People are stocking up on sale items and saving them for later. It's like having your own secret treasure trove of discounted goodies!

• Having said all this, consumer spending on new and interesting products remained elevated last year despite high inflation, supply chain adjustments, and ingredient costs. New product innovations that provide uplifting at-home experiences help alleviate the strain of inflation. Delivering an in-home party experience offers consumers a convenient way to enjoy favourites.

What does this mean for food brands?

Elevate the ordinary and create affordable experiences for your customers. Don’t sleep on distribution to discount stores; otherwise the more affordable private-label products might just eat your lunch.

---

Food Branding Tips for Small Business Owners

Effective food branding for small businesses can help differentiate your brand from competitors, build customer loyalty, and ultimately drive sales.

In this article, we will share food branding tips specifically tailored for small business owners, helping you create a powerful and memorable brand.

1. Understand Your Target Audience

To create a food brand that resonates with potential customers, you need to know who your target audience is.