Link-ups with influencers can give brands a significant sales boost. 28% of grocery shoppers (56% of 18-34s) report buying a food/drink product made in collaboration with an influencer in the six months to September 2024. However, brands need to tread carefully here; controversy around an influencer would put 49% of grocery shoppers (59% of 18-34s) off any food/drink product they endorsed.
Consumers’ sense of financial wellbeing and confidence remain down compared with 2021. This makes it all the more important for brands to be proactive in getting themselves onto shoppers’ radars, as people with tight finances are less likely than those with healthy finances to actively look for new food/drink products to try.
Inclusion in loyalty schemes is a good way for brands to tap into shoppers’ love of getting a bargain, while protecting their margins better than more generic promotions. Discounts as part of a loyalty scheme have prompted 43% of grocery shoppers to buy either a previously bought or a new brand.
This report looks at the following areas:
- Consumers’ approach to shopping for groceries for ‘main’ and ‘top-up’ shopping trips and gifting, plus demographic variations within these.
- Brand/retail activations prompting purchase of a previously-bought brand and a brand not bought before, including loyalty schemes and in-aisle displays.
- Leading influences on people’s choice of food and drink, including friend/family recommendations and user reviews.
- Behaviours relating to social media influencers and influencer-owned/supported food and drink products.
- The influence of quality awards on food and drink purchase.
Endorsement from ‘real’ people is crucial for food and drink choices; loyalty schemes and in-aisle displays exert considerable sway on purchase.
Alice Baker, Food and Drink Analyst
Collapse All
-
EXECUTIVE SUMMARY
- Influence-related opportunities for food and drink products
- Loyalty schemes’ advantages to brands are especially relevant in the current economic climate
- Draw on the importance of human influence to drive food and drink purchase
- Participate in and publicise industry award contests
- Market dynamics and outlook
- Outlook for grocery shopping and food and drink influences
- What consumers want and why
- People are more organised for ‘main’ grocery shop; older shoppers are more likely to pre-plan
- Graph 1: approaches to grocery shopping, 2024
- Saving money is a key enticement for purchase; under-35s are the most receptive to brand/retail activations
- Graph 2: influence of brand/retail activations on food and drink purchase (nets)*, 2024
- Reviews and recommendations exert a strong influence, particularly for under-35s and parents
- Graph 3: influences on food and drink purchase, 2024
- Quality awards are valued by many; three in ten have bought a product made in collaboration with an influencer
- Graph 4: [no title]
- Innovation and marketing
- Link-ups with celebrities and film/TV tie-ins are among brands and retailers’ methods to harness influences in 2022-24
- Examples of food and drink product launches themed around influences in 2024
- Brands use various methods to attract shoppers’ attention at POS in 2024
- Examples of retail activations in 2024
-
MARKET DYNAMICS
- Market drivers
- Households’ financial wellbeing falls again…
- Graph 5: the financial wellbeing index, 2016-24
- …curbing appetite for new foods/flavours
- Consumers’ weaker financial confidence…
- Graph 6: the financial confidence index, 2016-24
- …sees own-label gain at the expense of brands
- A social media presence is crucial for brands seeking to engage younger people
- Graph 7: social media platforms used in the last three months, by age group, 2024
- Tougher restrictions on advertising of HFSS food and drink loom in 2025
- Supermarket loyalty schemes do NOT mislead shoppers, CMA finds
-
WHAT CONSUMERS WANT AND WHY
- Approaches to grocery shopping
- People’s approach to ‘main’ and ‘top-up’ grocery shopping differs
- People are more organised in their regular grocery shopping than ‘top-up’ shopping
- Graph 8: approaches to grocery shopping, 2024
- Still good opportunities to prompt switching even among more organised shoppers…
- …as well as the more impulse-led ones
- Under-35s are the key audience for food/drink brands to target
- Graph 9: approaches to main and ‘top-up’ grocery shopping, by age group, 2024
- Influence of brand/retail activations on food and drink purchase
- Saving money is a key enticement for food and drink choices
- Graph 10: influence of brand/retail activations on food and drink purchase (nets)*, 2024
- Companies have various options to appeal to younger adults
- Graph 11: influence of brand/retail activations on food and drink purchase among under-35s, by previous purchase, 2024
- Participation in loyalty schemes offers various advantages for brands
- Inclusion in loyalty schemes offers benefits for brands
- Loyalty scheme discounts can lay the groundwork for future premium purchases
- Boost to self-image from buying premium should make good deals on this particularly appealing to shoppers
- Multi-buy/bundle offers exclusive to loyalty scheme members warrant further exploration
- Retailers add gamification to their loyalty card schemes
- In-aisle activations prompt purchase among one in three
- Influences on food and drink purchase
- Recommendations and reviews have substantial sway in food and drink purchases
- Graph 12: influences on food and drink purchase, 2024
- Endorsements from ‘real’ people are crucial for food and drink choices
- Reviews and recommendations are key to appealing to younger people and parents
- Graph 13: influence of friend/family recommendations on food and drink purchase, by age group and parental status, 2024
- Referral schemes are a tried-and-tested method to encourage recommendations…
- …which can be actioned beyond DTC channels
- Gifting formats facilitate implicit endorsement
- Spark conversation about products to garner implied endorsements
- CCEP credits limited editions with getting people talking
- Put user reviews in shoppers’ paths in-store
- Behaviours relating to food and drink influences
- Quality awards hold significant sway in the food and drink market
- Graph 14: behaviours relating to food and drink influence, 2024
- Quality awards are valued by many
- Under-35s and parents set particular store by quality awards
- Graph 15: those who would choose a food/drink product with a quality award over one without, by age group and parental status, 2024
- Display industry awards more prominently on-pack
- Publicise quality awards on social media and traditional advertising
- Encourage shoppers to give their views of award-shortlisted products
- Three in ten have bought a food/drink brand made in collaboration with an influencer
- Link-ups with influencers are a key way for brands to engage under-35s
- Graph 16: those who have bought a food/drink product made in collaboration with a social media influencer in the last six months, by age group, 2024
- Collaboration with influencers on child-orientated product warrant exploration
- Brands must tread carefully when collaborating with influencers
- Compatibility between the celebrity and the product makes endorsements more likely to resonate
-
INNOVATION AND MARKETING TRENDS
- Launch activity and innovation
- Products covered in this section
- YouTuber-owned brand launches sports and energy drinks
- Influencer-owned/-supported products appear in various categories in 2023-24
- Celebrity-backed launches continue to appear in food…
- …and in alcoholic drinks
- ‘Mystery’ flavours can benefit brands by sparking a conversation
- Film/TV tie-in food/drink launches continue
- Brands continue to highlight sports sponsorships in 2024
- Selected retail activations
- Covered in this section
- Branded bays help with on-shelf differentiation
- Sweet snacks look to catch shoppers’ attention off the aisle ends
- Brands target various seasonal occasions in 2024
- Brands and retailers continue to offer pairing prompts at POS
- Food and drink brands look to associate themselves with the UEFA Euros…
- …as well as the Olympics and Wimbledon
- On-pack competitions are a promising way to engage parents
-
APPENDIX
- Report scope and definitions
- Report scope
- Abbreviations and terms
- Consumer research methodology
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
£ 1,495 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook available on our platform
-
Save up to 20% when you purchase multiple reports
Discount automatically applied in basket
Need help before you buy?
Our research specialists can answer your questions and recommend the reports that best match your business needs.
Contact usTrusted by global industry leaders
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
Need help before you buy?
Our research specialists can answer your questions and recommend the reports that best match your business needs.
Contact us
