Good news for Air Fryers, more Bad News for Influencer Marketing

Also, is Content-driven Food Marketing Still Relevant for Your Food Brand in the Time of AI?

👋 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:

• 🤯 An entire aisle dedicated to air fryer products

• The older the consumer, the less they trust influencers. 👎

• Is Content-driven Food Marketing Still Relevant for Your Food Brand in the Time of AI?

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The continuing rise of the Air Fryer

Google Trend Data over time for keyword “air fryer”

In my household, the air fryer is one of our most used kitchen appliances.

So it doesn't come as a surprise that UK frozen product supermarket chain Iceland has introduced a supermarket aisle dedicated to food designed for air fryers, with 287 items and cooking instructions included for all of them.

Consumer research shows 46% of households have bought an air fryer in the last five years, with 57% using it multiple times a week. Iceland is working on including air fryer cooking instructions on food packaging and has already made changes to 300 items.

The move comes as part of Iceland's efforts to offer affordable meal options, with the company recently launching a new selection of savings across its frozen meal ranges.

At Audacious, we have achieved significant sales lift for our clients by simply adding air fryer instructions to the packaging. Read our expanded take on this on our blog.

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Older consumers don’t trust influencers.

Market Research firm GWI has just released their latest data on age-specific consumer behaviour on Social Media. We already know that influencer marketing is facing credibility issues, but there are increasing the older your consumer.

If you’re marketing on social, this is worth downloading.

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Is Content-driven Food Marketing Still Relevant for Your Food Brand in the Time of AI?

In the age of artificial intelligence (AI), content-driven food marketing is undergoing a significant transformation.

From AI-powered content generation tools to personalized marketing strategies, AI is reshaping the way food brands communicate with their customers. But amidst all of these technological advancements, one question remains: Is content-driven food marketing still relevant?