A small but motivated segment of mostly young, female food influencers is shaping opinions about brands, companies and the food and agriculture sector while shrugging off traditional marketing practices, according to a study by Ketchum.
Dubbed "food "e-vangelists" by the firm, the segment is dominated by online-savvy, young females with families – 35M in the U.S. -- who are financially secure and fuel around 1.7B conversations centered on food per week around the world.
Ketchum partner and global food practice director Linda Eatherton called the demographic "the most important group in the food industry today," adding that they don't fit into typical marketing segments. "They are hiding in plain sight – yet food companies are allocating budgets on marketing programs that don't reach them," she said. "This group will change the food industry forever, but at the moment they represent a hugely missed opportunity."
The e-vangelists are important because of their influence. Forty-four percent of them said they recommend or critique a food product at least four times per week, while 40% said they share opinions on food purchasing with friends and family just as often. Thirty-eight percent of the group said they recommend or critique a food brand at least four times a week.
Health, transparency, and making food more accessible to familes in need and three key issues e-vangelists look for in supporting a company or brand.
"[They] believe it is their right and their responsibility to influence the beliefs of others and change behaviors," said Eatherton.
Ketchum said members of the segments take it on themselves to learned about food and food marketers and other companies can engage such influential people by making information easily accessible and being transparent.
Other trends identified by Ketchum are increases in the purchase of fresh foods at the expense of fewer packaged and prepared foods.
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