SUBSCRIBE

Breaking News on Food Marketing and Retailing

Headlines > Consumer Trends

Read more breaking news

 

 
Loading...
Key Insights from Food Vision

Food brands need personalities on Twitter, Facebook and Instagram: Do you have one?

By Kacey Culliney+

02-May-2014
Last updated on 06-May-2014 at 16:16 GMT2014-05-06T16:16:15Z

Food companies need to develop online personalities to successfully connect with savvy consumers who expect a human connection, according to nutritionist and social media guru Jenny Westerkamp.

Speaking to FoodNavigator at Food Vision 2014 in Cannes, the registered dietician, nutritionist and author said for that for younger consumers, food and social media went hand in hand.

“Generation Y is such a heavy user of social media and we’re so used to having that human connection all the time… Generation Y is very much ready for more food interaction on social media,” she said.

Crucial: Shaping and tailoring your company personality

However, Westerkamp said that to successful engage with these consumers, brands needed to develop online personalities – like humans.

“Because on social media we expect to engage with people, if brands can act like people then they’re going to be much better received by the consumer. That’s the main point.”

She said companies should carefully consider their personality choice - be that funny, a thought-leader or a company that asks and responds to questions – but what really mattered was the likeability factor.

“That’s all that really matters – how likeable you are,” she said.

Asked if companies needed to consider varying personality style across different platforms, Westerkamp said yes, that was essential because consumer had different expectations from Twitter versus Facebook, for example.

William Reed Business Media Holiday video

Happy Holidays 2014 from William Reed Business Media!

The holidays are fast upon us, so let’s put ‘business’ to one side and...

‘Wine world is under attack, and needs to up its game’, Wine Economist

‘The wine world is under attack, and it needs to up its game’, Wine Economist Mike Veseth

Eminent wine writer and economist Mike Veseth warns that the wine world needs to...

Step change for environmental initiatives

Step change in food firms’ environmental initiatives

Food and drink manufacturers are transforming their impact on the environment and the entries...

Tesco soft drinks buyer warns brands PowerPoint can be painful

'PowerPoint can be painful!’ Tesco soft drinks buyer warns entrepreneurs

The head of Tesco’s soft drinks buying team David Beardmore has urged aspiring brands...

Breakfast cereal decline: Mintel talks opportunities, challenges

Crunch time: Is breakfast cereal doomed to sink?

The global breakfast cereal market faces increasing competition as consumers turn to convenient alternatives,...

Beauty chocolate: Astaxanthin in functional confectionery

Beauty chocolate: Algatechnologies touts red seaweed for functional confectionery

Efrat Kat

Director of marketing and sales, Algatechnologies

Keeping it clean: 3 botanical chiefs pull adulteration weeds

Keeping it clean: 3 botanical chiefs pull adulteration weeds

Antoine Bily, Naturex global R&D director

Christian Artaria, Indena marketing director, Holger Riemensperger, Frutarom general manager,...

Functional confectionery: What does the future hold?

Which big player will be first on functional confectionery scene?

Adrian Sagman

Vice president of international sales and marketing, Carmit Candy

NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion

NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion

Jane Barnett

Insights manager for Australia-New Zealand, south east Asia and India,...

Rise in demand for products with added proteins: expert

‘Weekend warriors’ drive added protein demand

Weekend fitness fanatics are driving the demand for more mainstream food and drink products,...

UK researcher backs supplements for omega-3 intakes

UK researcher backs supplements for boosting omega-3 intakes

Philip Calder

Professor, University of Southamption

GM camelina matches fish oil omega-3 levels

The road to fish-oil equivalent GM camelina

Rothamsted Research has achieved omega-3 levels comparable to fish oil in its first GM...

Thins in packaged bread could spark growth, Mintel

Can ‘thins’ save a dwindling packaged bread sector?

‘Thins’ have taken off in the US and Canada with bread, bagel and even...

All diets work if you stick to them: Research

Little difference between diets, it's the sticking that counts: Research

Dr Bradley Johnston

senior scientist, the Hospital for Sick Children's Research Institute

Bread innovation needed amid carb, additive backlash: Mintel

Additives and carb backlash stumps bread innovation, says Mintel

Stephanie Pauk and Pam Yates

Analysts, Mintel

Mooted novel food changes will open exotic fruit doors in EU

Mooted novel food changes will open exotic fruit doors in EU

Dr John Wilkinson

Consultant and EU Novel Foods expert

Snacks and candy blur: NPD and retail fueling, says NCA

Is that a snack or a candy? ‘It’s so blurred now’, says NCA president

Snacks and confectionery have truly blurred from a product perspective and retail slant, says...

EU-backed metabolic syndrome project has health claim wins in sight

EU-backed metabolic syndrome project has health claim wins in sight

Nick Henson

Associate director, International Food Network (IFN)

Key Industry Events

 

Access all events listing

Our events, Events from partners...