As consumers were forced to stay at home with less opportunities to socialise in person, they increased their social media activity as a way to escape and entertain themselves. According to Euromonitor International, in France, Germany and the United Kingdom, the largest markets for packaged food in Western Europe, online sales of packaged food rose by 33%, 40% and 74% respectively in 2020 and are forecast to continue increasing strongly, as countries start to arrive at a post-pandemic definition of normal.Īlongside the rise of e-commerce, home seclusion has led to a boost in social media use. In 2020, the temporary closure of the foodservice sector and the general stay-at-home orders resulting from the Coronavirus (COVID-19) pandemic led to an extraordinary increase in e-commerce. “Hometainment” creates new opportunities for digital engagement with Gen Z consumers To overcome these challenges, snack manufacturers should focus on digital brand activation campaigns, harnessing the influencing power of Generation Z consumers. Fewer impulse purchases and strong online competition are forcing snack brands to reconsider their typical avenues of consumer interaction and find new ways to establish consumer loyalty. The dramatic rise of e-commerce comes with new challenges in the snacking industry. ![]() ![]() Digital Brand Activation in Snacks: Leveraging the Influencing Power of Consumers through “Hometainment”
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