As consumers lives get ever busier and more mobile, people want smarter ways of managing and maximising their time (Bord Bia Consumer Lifestyle Trends). While technology has, on the one hand, made our lives more complicated, on the other hand, it is facilitating a new wave of sophisticated services that deliver a new level of convenience.
Consumers now expect brands to be there exactly where and when they are desired, or ideally even just before. Leading brands are anticipating problems and needs before consumers even realise a decision needs to be made, and providing them with a range of smart, yet simple, solutions. This is where snack sized food videos comes in, time strapped adults are always looking for ways and means to discover inspiration and recipes for home cooking – this has become even easier with the rise of such content on social media channels.
Having a read through Mintel’s cooking enthusiasts report (US, November 2015), it is apparent that even though adults are claiming to be busier, 70% of them are still cooking at home at least once a week. This has created a new opportunity for brands where cookbooks and TV once reigned. The rise of short, time-lapsed food videos has grabbed the attention of time starved adults who are looking to satisfy their appetites.
Seeking quick and informed ideas for food prep falls in line with Mintel’s Trend FSTR HYPR, which discusses how Americans strive to have everything instantly and continue to expect immediacy in their lives. Digital content – and food videos in particular – has been able to meet this need and has consequently captured the attention of millions of Americans’ eyes as well as their stomachs.
Our social feeds are full of short snack sized food videos, like the ones from Buzzfeed’s Tasty and this is a huge opportunity for Irish brands. By tapping into content like this; brands can directly target digitally savvy consumers while also appealing to a much desired consumer need.
Over this year and last, Bord Bia’s Brand Forum has partnered with 30 different Irish food and drink brands to create some bite sized recipe videos. For more information on how to tap into this service, visit www.bordbia.ie/brandforum
For more information contact David.Deeley@Bordbia.ie
Source: Bord Bia – Correct Portion Sizes – Snack-Sized Food Videos for Time-Strapped Adults
