Quora Insights

CPG Marketing Trends & Quora Audience Insights

Global CPG food market stats and trends

CPG advertising market outlook

CPG marketing digital trends

CPG marketing on Quora

Quora’s global CPG food audience stats

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Updated June 2024

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B2C Commerce

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The global consumer packaged goods (CPG) food market is rapidly evolving, driven by diverse consumer behavior and technological advances. While some consumers opt for lower-cost products, others pursue premium offerings, emphasizing the need for brands to maintain versatile product lines.

In this article, we’ll outline how CPG advertisers on Quora can craft compelling campaigns that resonate with potential customers, foster brand loyalty, and drive successful outcomes in the ever-competitive CPG landscape.

Global CPG food market stats and trends

The global CPG food market is undergoing significant transformations, driven by evolving consumer preferences and emerging market trends. Below are a few factors shaping this dynamic industry.

E-commerce Momentum: The shift towards online shopping has been dramatically accelerated by the pandemic. Deloitte reports that 77% of consumers experimented with new brands during this period, and 60% plan to continue purchasing these brands, underscoring the growing importance of e-commerce. This trend highlights the need for brands to enhance their digital presence and leverage data analytics to offer personalized shopping experiences.

Steady Growth in Traditional Segments: Despite the rise of new trends, traditional packaged foods, including ready-to-eat meals and snacks, remain a strong market force. McKinsey & Company notes these segments are growing annually at a rate of 4-5%, driven by consumer demands for convenience, taste, and affordability. This sustained growth indicates that core products continue to be vital for the industry’s revenue stream.

Increasing Focus on Sustainability: Sustainability is becoming a decisive factor in consumer purchases. According to NIQ, 66% of consumers in the Asia Pacific are willing to pay more for eco-friendly products, reflecting a significant shift towards sustainable consumerism not just in niche markets but across the CPG sector.

Rise in Health-Conscious Trends: The market is witnessing a surge in health-oriented products. The demand for plant-based foods increased by 12% from 2020 to 2021, according to Food Revolution Network, and the global organic food market is projected to grow at an annual rate of 9.2% through 2027, per Statista. These trends underscore a growing consumer preference for healthier and more sustainable eating options.

Here are some rising trends in the sector:

Growing appetite for premium organic

The demand for organic food is increasing as health-conscious consumers prioritize products free from harmful chemicals. Younger demographics drive this trend, seeking nutritious options that support overall wellness.

Sustainable packaging

Consumers favor eco-friendly packaging solutions, prompting brands to adopt recyclable, biodegradable materials. Sustainable packaging meets consumer demand for environmentally responsible products and enhances brand loyalty.

Lifestyle vs. wellness marketing

Healthy snack brands use lifestyle marketing to emphasize taste and convenience, appealing to young, active consumers. Wellness marketing highlights nutritional benefits, targeting health-conscious individuals seeking protein-rich options.

Doorstep delivery

Online grocery shopping has become the norm, leading to intense competition among online grocers like Amazon Fresh, Instacart, and Gorillas. These companies focus on supply chain optimization and customer experience to capture market share, meeting growing consumer demand for convenience and quick delivery.

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CPG advertising market outlook

Global ad spend for packaged food is projected to reach $25 billion in 2024, with a steady annual growth rate of about 4%, per Statista. Digital advertising is leading the way, accounting for over 50% of total CPG ad spend in 2024, according to eMarketer. Brands are increasingly using data analytics for personalized and targeted campaigns, enhancing consumer engagement. Additionally, sustainability messaging is becoming crucial as brands highlight eco-friendly practices to build trust among consumers. By embracing these trends, brands can effectively reach and engage their target audiences.

CPG marketing digital trends

The following trends reflect how the CPG food industry is leveraging technology and consumer behavior insights to enhance digital advertising efforts:

Personalization

Leveraging consumer data and AI to create personalized ad experiences that recommend specific food products based on individual dietary preferences and purchase history.

Influencer Marketing

Collaborating with popular food bloggers, chefs, and micro-influencers to showcase recipes and cooking tips using the brand’s food products, enhancing authenticity and engagement.

Video Advertising

Increasing use of short-form cooking videos and recipe tutorials, along with live streaming for product launches and interactive cooking demonstrations.

Sustainability and Ethical Marketing

Highlighting sustainable farming practices, eco-friendly packaging, and ethical sourcing in advertising campaigns, with a focus on transparency about ingredients and environmental impact in food production.

Interactive Content

Creating interactive ads such as cooking polls, recipe quizzes, and food-related games to engage consumers and gather insights, including interactive banners and rich media ads.

Social Commerce

Integrating shopping features within social media platforms, enabling consumers to purchase food products directly through shoppable posts.

Augmented Reality (AR) Experiences

Implementing AR to create interactive experiences such as virtual try-ons of food packaging or 3D visualizations of meal preparations, accessed via QR codes on product labels.

User-Generated Content (UGC)

Encouraging consumers to share their own recipes and meal prep stories featuring the brand’s food products, and leveraging this UGC in advertising to build trust and authenticity.

Omnichannel Strategies

Coordinating digital campaigns across multiple channels, including social media, food blogs, email, and e-commerce platforms, to ensure a consistent brand message and seamless consumer experience.

Data Privacy and Compliance

Adapting to increasing data privacy regulations by implementing transparent data practices in the collection and use of consumer information, building trust through transparency in food advertising.

CPG marketing on Quora

Quora, with its vast repository of user-generated content, is a vital resource for gauging consumer sentiment and identifying emerging trends. Brands can analyze discussions and questions related to packaged food and beverages to extract valuable insights into consumer needs and preferences. This platform reflects a dynamic and up-to-date picture of consumer behavior, providing real-time feedback and enabling brands to adjust their strategies accordingly.

CPG audience insights

67%

would pay more for an eco-friendly product

52%

have the main responsibility for food shopping in their household

41%

ordered groceries online in the last week

61%

are interested in food & drink

54%

are interested in health foods and drinks

56%

consume energy drinks (e.g. Red Bull, Monster) at least once a month

82%

consume fruit juice at least once a month

83%

consume soft drinks at least once a month

Based on the GWI Core 2023 surveys of participating global Quora users. Comparisons are to the average global internet user as surveyed by GWI.

Quora offers a range of business tools designed to help CPG food brands effectively reach and engage their target audience.

Promoted Answers

Engage directly with consumers and enhance brand visibility by promoting expert answers to user queries.

Image Ads

Share eye-catching visuals that engage and delight your audience.

Video Ads

Captivate users with engaging video content showcasing your products.

Full Funnel Targeting

Utilize advanced targeting to reach high-intent audiences in contextually relevant environments based on their interests and interactions on Quora.

Business Profiles

Share updates, product launches, and engage directly with the Quora audience.

Tips and strategies for CPG food brands on Quora

Quora offers CPG brands a multitude of options to experiment with so as to hit upon the perfect marketing strategy. With Quora tools, marketers can optimally strategize their next moves that will help them gain high recall value among the target audience.

Video and image ads are particularly effective for CPG food brands, offering an immersive way to convey the appeal and benefits of your products.

Share Stunning Visuals

Use high-quality images that showcase your CPG food products in an appealing and appetizing way. Ensure the visuals reflect your brand’s identity and appeal to your target audience.

Overlay Text

Include clear, compelling text overlays that communicate your offer or message succinctly. Highlight key benefits, special deals, or product features.

A/B test

Experiment with different ad creatives to see what resonates best with your audience. Use platforms like Quora to test multiple variations and optimize for performance.

Maintain Brand Consistency

Ensure your ads are consistent with your overall branding and messaging on other platforms. This builds trust and recognition, reinforcing your brand identity.

Highlight Traditions

Show how your packaged food products can be part of family traditions and special moments. For example, depict your products being enjoyed during family gatherings, celebrations, or everyday meals.

Make Exclusive Offers

Create limited-time offers or discounts and prominently feature them in your ads to drive urgency and conversions. Highlight special deals to attract new customers and retain existing ones

End with a CTA

Include a clear call-to-action (CTA) to direct viewers to your website, a special offer, or a recipe collection to inspire their next meal.

Get your brand’s message in front of over 400 million monthly unique visitors on Quora.

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Quora’s global CPG food audience stats

US

53%

would pay more for an eco-friendly product

60%

have the main responsibility for food shopping in their household

34%

ordered groceries online in the last week

66%

are interested in food & drink

47%

are interested in health foods and drinks

47%

consume energy drinks (e.g. Red Bull, Monster) at least once a month

Based on the GWI Core 2023 surveys of participating Quora users in the US. Comparisons are to the average internet user in the US as surveyed by GWI.

Food

40.8M Followers

Healthy Eating

5.6M Followers

Fast Food

798K Followers

Beverages

293.1K Followers

Vegetarian Food

197.7K Followers

Vegan Food

93.9K Followers

Europe

55%

would pay more for an eco-friendly product

56%

have the main responsibility for food shopping in their household

28%

ordered groceries online in the last week

58%

are interested in food & drink

44%

are interested in health foods and drinks

43%

consume energy drinks (e.g. Red Bull, Monster) at least once a month

Based on the GWI Core 2023 surveys of participating Quora users in the UK, the Netherlands, Italy, Ireland, Germany, Spain, Sweden, Austria, Switzerland, and France. Comparisons are to the average internet user in the aforementioned countries as surveyed by GWI.

Food

10.4M Followers