July 28, 2016
Food Trends? Turn to Google Analytics.
Who is best in assessing consumer interest in emerging food trends? Of course, it’s the world’s top search engines, Google and YouTube. Their compilation of what’s causing clicks in the food business in 2016 so far finds plenty of surprises.
According to Google’s Food Trends 2016 report, your safest bet is to look at their list of “Sustained Risers,” which are search terms that have shown steady growth over the past years. Their “Seasonal Risers” are likely to grow each year based on the calendar (e.g. the holidays or seasons), and “Rising Stars” are terms showing sudden growth, but the trends are so new that they might not last.
Safe bet Sustained Risers ranked by search inquiries include Ramen, Rigatoni, Bibimbap, Linguine, Empanada, Uncured Back and Bundt Cakes. Seasonal Risers include Pho, Overnight Oats, Bitter Melon, Cheese Curds, Pork Shoulder, Smash Cakes and Gender Reveal Cakes. The most important Rising Stars include Turmeric, Jackfruit, Cauliflower Rice, Sourdough Bread, Funfetti and Vegan Donuts.
Likewise, Google offers insight into “Sustained Decliners,” led by Gluten-Free Cupcakes; “Seasonal Decliners” led by Quinoa; and “Falling Stars,” with Rainbow Bagel being the biggest loser.
As marketers, we know that capturing actual trend information through analytics is extremely powerful in delivering content that is on point and connects with consumers and foodservice operators. Of interest to me was the reports’ indexing of “how to” videos and narratives.
The report found that searches for “how to cook a lobster tail” were up 267%, for example. Searches asking if almond milk was healthy were up 390%. Searches for gluten-free diets were down 14%, yet searches for gluten-free foods were up 140%.
To download your Google Food Trends Report for 2016 and register to get additional reports, visit http://bit.ly/28fcFlI