Snapchat has released fresh research highlighting evolving grocery shopping trends, particularly within the food and non-alcoholic beverage categories, offering valuable insights for marketers.
Surveying over 6,000 people in collaboration with WPP Media and Ipsos, Snapchat identified important shifts in consumer behavior that food and beverage brands should consider—especially with the holiday season approaching.
Despite economic pressures, consumers remain curious and open to trying new products. According to Snapchat, 69% of shoppers have explored new food categories in the past year, while 65% are interested in emerging food and drink trends. Health and sustainability continue to be key factors influencing purchasing decisions.
Snapchat users are particularly notable, being 1.6 times more likely to try new brands and more prone to impulse purchases in food and drink categories. This highlights the platform’s potential for brands targeting engaged, adventurous consumers.
Social media plays a significant role, with 94% of Snapchat users reporting that social platforms influence their buying habits. Additionally, over half of buyers share their food and drink purchases on social media, amplifying brand reach.
Creators also hold sway, with 67% of consumers trusting their recommendations on food and drink products. This trust drives 74% of consumers to try new launches endorsed by creators, a trend even stronger among daily Snapchat users.
To leverage these insights, brands should focus on delivering meaningful, immersive, and informative content to connect with today’s shoppers. Collaborating with creators can further boost impact, especially during the holidays when budget-conscious consumers seek new and alternative products.
For the full Snapchat “Taste of Success” report and detailed trends findings, visit Snapchat’s business blog.
