Report on Brandwatch consumer research highlights which food trends will be strong in 2022. This report analyzes more than 94 million public mentions from social networks.
Food-related mentions, hashtags (such as #food or #foodstagram), and food photos from blogs, forums, Reddit, Instagram, and Twitter were analyzed. They also classified those mentions into Consumer Research using rules to identify insights into different topics.
Food trends expected in 2022
Online grocery shopping
When the first measures against Covid-19 were introduced, there was a change in the habits of consumers when buying food. Some started shopping online, especially because they didn’t want to leave the house for fear of the virus or chaos in local supermarkets.
Some consumers continued to use this service in 2021, and are estimated to continue to do so in 2022, as restrictions due to the pandemic have not yet been fully lifted.
In fact, one study found that 90% of UK grocery shoppers would continue to shop online. And although conversations about it have noticeably decreased, they are still more frequent than before the pandemic.
Another popular option among consumers who buy groceries online It’s food packaging. These are boxes that contain different foods in carefully measured quantities for the preparation of a specific meal.
As with online grocery shopping services, there has also been an upward trend since the pandemic. Various meal box services were discussed in food conversations, with HelloFresh, Blue Apron, Home Chef, Sun Basket and Freshly being the most mentioned.
Coffee is by far the most frequently mentioned drink in social conversations. In this case, iced coffee, black coffee and espresso They tend to be mentioned the most. As for other types of drinks, we also find references to tea, juices, smoothies and Bubble tea.
As for alcohol, as consumers spent more time at home and bars and restaurants closed, they began to produce their own alcoholic beverages. Data shows that the most popular cocktails are Margaritas, followed by Martinis, Mimosas and Bloody Marys.
The vegan diet is once again taking center stage in online conversations. However, this does not necessarily mean that many users follow it. The data most likely reflects a trend that many consumers are exploring, whether they’re trying new vegan foods or even embracing veganism for a month.
Other popular trending foods include nut butters, porridge and fermented foods (such as kimchi, sauerkraut or kombucha drinks). Since the health benefits of these products are well known, the data show a tendency towards particularly healthy foods.
Avocados and blueberries are once again the most popular superfoods. Together, they account for nearly half of the superfood conversations we analyzed.
When consumers talk about avocados, they often think of salads, tacos, toast or bread. As for blueberries, they are often mentioned in conversations about pastries or fruit bowls.
Ginger and kale are also common in superfood conversations. Bakery products, especially bread, increased in popularity when the pandemic broke out.
The report concludes that interest in healthy food of plant origin It’s growing and not just for vegans anymore. Consumers not only want adequate nutritional value of food, but also care about the environmental footprint of packaging, for example.
In order to stay ahead of the competition, retail and packaged goods brands must understand and adapt to the needs of their consumers.
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