Snapchat has released new research detailing the latest grocery shopping trends, offering crucial insights for food and non-alcoholic beverage brands. Conducted in partnership with WPP Media and Ipsos, a survey of over 6,000 people reveals how consumer habits are evolving, particularly as the holiday season approaches and economic conditions remain tight. The findings underscore opportunities for marketers to align their strategies with shifting preferences, emphasizing product discovery, social media's influence, and the growing impact of content creators.
Consumers Embrace New Products Despite Economic Headwinds
Despite tighter economic conditions, consumers remain remarkably open to new products and actively engage in product discovery. Snapchat's data shows that 69% of shoppers have tried new food category products in the last year, and 65% are open to exploring new and emerging trends in food and drink.
“69% [of shoppers] have tried new food category products in the last year, and 65% are open to trying new and emerging trends in food and drink.”
This willingness extends beyond just seeking lower-cost alternatives; health and sustainability considerations continue to be front of mind for many consumers, influencing their purchasing decisions. Brands that align with these values can significantly improve their sales results amidst broader grocery shopping shifts.
Snapchat Users: A Prime Audience for Discovery and Impulse Buys
The research highlights Snapchat users as a particularly engaged demographic. They are 1.6 times more likely to try a new brand compared to non-Snapchatters and show a greater propensity for impulse purchases in both the food and drink categories. This presents a significant opportunity for marketers to reach new audiences and drive immediate conversions through targeted promotions on the platform.
Social Media's Dominant Role in Purchase Decisions
Social media platforms play a pivotal role in the purchasing journey for Snapchatters. A striking 94% of Snapchat users report that social media influences their purchase activity, with social apps generally boosting awareness of food products. Furthermore, the engagement doesn't stop at purchase: over half of buyers share content on social platforms after acquiring a food or drink product, amplifying brand visibility through user-generated content.
The Power of Immersive Content and Creators
To capitalize on these trends, Snapchat advises brands to provide “meaningful content that is both informative and immersive.” The study also emphasizes the growing influence of content creators in guiding consumer decisions.
“A huge 67% of consumers say they trust creator recommendations about food or drink products, resulting in 74% of consumers saying they are likely to trial a new food/drink launch that has been promoted or endorsed by a creator. Daily Snapchatters are 1.5x more likely to agree with this compared to non-Snapchatters.”
A substantial 67% of consumers trust creator recommendations about food or drink products, leading to 74% of consumers being likely to trial a new food or drink launch promoted or endorsed by a creator. Daily Snapchatters are 1.5 times more likely to agree with this sentiment than non-Snapchatters, underscoring the platform's unique creator-driven ecosystem.
These valuable insights can help guide marketers in angling their promotions, especially during the competitive holiday season, where budget-conscious consumers are actively seeking alternative and new products to try. Brands that understand and adapt to these evolving grocery shopping trends, particularly by leveraging social media and creator partnerships, stand to gain a significant competitive edge. For a deeper dive, the full “Taste of Success” report is available on Snapchat's business blog.
