Marketing effectively in today’s food & beverage industry.


Last year the global food & beverage industry was estimated to be worth over $5650 billion. The numbers are expected to rise as the total population of the world is growing at a rate of 1.09% per year. This is because “Food & Beverage” has been on the top of the priority list of the human society and the industry is driven by the demand of the consumers for more options to choose from their favorite and new food & beverages.

Food & beverage industry comprises of many segments, including functional food & beverages, groceries, oils and fats, packaged foods, food additives, health and natural foods, baked food, baby food, canned food, animal food, energy drinks, soft drinks, alcoholic drinks, and packaging.

Food & beverage industry – Overview

The story of the food & beverage industry is as old as mankind itself. But the major developments in this sector happened in the 19th century as Nicholas Appert developed the process of canning & Louis Pasteur invented pasteurization. These advancements enabled the food products to be preserved & packaged for using later. Then came World War 2 which led to various innovations in the industry. Food & beverage was rationed & prices were regulated. Better preservatives & flavoring agents paved the way for instant foods.

Compared to the past where people only could consume food & drinks from local market food can be taken to stores anywhere, thanks to cold storage facilities & transportation. As more & more people are eating outside their homes, the opportunity in this field is growing amazingly.

The ongoing digital revolution which is changing our lives has also influenced the food & beverage industry. Consumers can now communicate over smart phones & perform their business activities on the go. Technology has also transformed consumer behavior & expectation and in today’s world, we are seeing the rise of holistic health in the global food & beverage industry.

As per Justin Lamb, Managing Director of Accenture UK, there are key five trends that organizations of the food & beverage industry must keep their eyes on:

  • Health and nutrition
  • Safety, trust, and sustainability
  • Taste experiences
  • Regulatory complexity
  • Supply chain simplification

Food & beverage industry-A marketing viewpoint

With all the changes and innovations going around in the food & beverage industry, let us not forget the change in marketing styles that marketers are applying as part of their strategies in reaching decision makers. Let’s take a look at few of the best techniques that enable effective marketing:

Attaining food & beverage industry marketing database

Today’s marketing is all about sending across the right marketing messages to relevant decision makers, directly. But achieving this feat can be a bit of a challenge & this where the concept of Account Based Marketing comes up. Marketers can effectively execute their marketing campaigns by attaining quality food & beverage industry marketing database that gives the most perfect marketing insights that include the prospect’s name, designation, corporate addresses & even social media addresses.

Effectively executing SEO & Blogging

Today’s customers are tech savvy than ever before. These customers also include decision makers of the food & beverage industry. Your prospects should be able to view the marketing messages that you have crafted for them when they search for you in Google. Fully planned SEO strategies along with blogging is your answer to this.

By taking advantage of the keywords & analytics, marketers can drive traffic to their webpages & boost branding along with sales.

Crafting engaging content

Food & beverage industry is one of those B2B sectors where you can present your content in not so boring ways. You can make use of videos, images, gifs or word content to showcase your products or services for the decision makers of the food & beverage industry. With content marketing, you can tell simple but great stories for captivating the attention of your prospects. What should be focused on here is to stay away from simple click – through generation ideas.

Social media marketing

The power of social media marketing is visible across the sectors of industrial marketing in today’s world. Social media marketing can be an amazing tool if your goal is to promote your products & services to the decision makers of the food & beverage industry. Each platform in social media can be used differently for the promotion of your products & services. Facebook’s & twitter’s features can be used for providing info regarding the products while LinkedIn can be used for directly connecting to the professionals in the field.

Now, boost your services in the food & beverage industry

The ways of marketing are always changing & it’s very important for marketers to adapt to the changes for performing best in their niche. The food & beverage industry is providing employment opportunities to a major chunk of the population and also feeds the world’s population. The industry presents lots of opportunities for marketers which can be taken advantage of for promoting their organization’s products & services.

Vance Hayden is a writer of his thoughts. Having a background in logistics sales, he has proved his worth in fields of digital marketing, market research and related areas at CampaignLake where we focus on industrywise marketing. He also writes fiction, on subjects ranging from war stories to romantic narratives. While not penning down creative ideas, he spends his time listening to Pink Floyd, sketching anime charaters or travelling.

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