Home Blog 2019 Every Day Food Influencers Are Among Us
Jul 31, 2019

Food Influencers Are Among Us

Subscribe to our blog

The work that I do is esoteric and I dread answering the question, “what do you do for a living?” I try to explain that I analyze the changing food and beverage consumption patterns of Americans to inform marketers on the trends that need their attention. By that point, I usually get a glazed look from the listener followed by the response, “do you like it?” That’s when I know I’ve lost them.

Some have gone as far to call me a food critic, which is somewhat logical as they write about the hottest new restaurant or food concepts. They also influence consumers’ choices when it comes to foods and beverages. While I don’t influence consumers, we’re finding there are many consumers who do.

You don’t have to be a social media celebrity to influence the food and beverage behaviors of other consumers. We’re monitoring “grassroots” influencers who have the potential to change others’ behaviors in a large way. At more than 30 million influencers, this is a sizeable group of U.S. consumers who are prioritizing health in their food and beverage choices and claiming to convince others to join them, according to our new Health Aspirations & Behavioral Tracking Service. Consider how far reaching their influence can be if each of them influenced just two other consumers to make changes. That would be more than 70 million U.S. consumers who changed a behavior that stemmed from a grassroot influencer.

These influencers are much more likely to be on a nutrition plan and do it for the long term. Their main goals are to improve their lives through foods and beverages and to live longer. Many of the current popular eating strategies such as Keto, clean eating, and intermittent fasting are employed by these influencers just as we see them increasing among all adults.

Social media certainly helped to pave the way for influencers to push their reach. This viral media also allows consumers to find fitness programs that help them lose weight, maintain health, or learn about nutrition that is in tune with their unique personality or values.

Food and beverage marketers, now more than ever, need to identify these influencers and use them as a starting point for messaging. Word of mouth can be a powerful tool for influencing consumer trends. And to be clear, I’m not one of those 30 million influencers!


Upcoming Event


Conference (virtual): US Apple Association’s Outlook 2020

Title: Conference – Consumption in the Post-Outbreak Normal
Date: August 20, 2020, time TBD
Description: Join The NPD Group’s Darren Seifer, Food and Beverage Industry Analyst, and the U.S. Apple Association’s Outlook 2020 virtual conference event.

Outlook 2020 is the must-attend event for apple industry leaders. No other conference brings together this expert cohort of apple industry executives to discuss critical issues – from impacts of COVID-19 to production forecasts and more.

Connect and collaborate with leaders from every area of the apple industry, including production, packing, processing, sales, marketing, and new product development. In addition, a specially-curated roster of speakers will take on the challenges and emerging trends facing apple industry businesses and prepare them for the unexpected changes they will need to implement to stay current.

Register Now

Stay current in your industry
SUBSCRIBE

Related Content

Tagged: Food Consumption


Nutrition Paused
Nutrition Paused

As the COVID-19 outbreak continues to surge, consumers are adjusting their routines to fit their new schedule. Stuck at home, consumers have paused their health goals momentarily, allowing themselves to indulge in their sweet or salty cravings during these stressful times.

Has COVID-19 Made Consumers Hit the Pause Button on Health?
Has COVID-19 Made Consumers Hit the Pause Button on Health?

The stay-at-home advisories across the U.S. during the COVID-19 pandemic have caused many consumers to shift their priorities, including health and wellness. Consumers are eating more indulgent foods and snacks and have put their weight loss programs on pause.

What’s Different About Dinner?
What’s Different About Dinner?

While the other traditional dayparts have seen disruption due to U.S. consumers spending more time at home during the public health crisis, dinner has held steady. What has changed about dinner is consumers’ attitudes as they realign their daily routines.

How can you optimize the end dish?
How can you optimize the end dish?

More consumers are cooking at home, and products that help improve the success of the end dish provide an opportunity according to Joe Derochowski.

Newsletter

Subscribe and get key market trends and insights relevant to your industry each month.

We will not sell your information. View privacy notice. | Cookie Settings

Follow Us

© 2020 The NPD Group, Inc.