Skip to main content

It seems that each year the world becomes infatuated with new consumer packaged goods (CPG) categories. Keeping a pulse on these emerging trends, can be beneficial in understanding opportunities for your brand to find synergies.

As food marketers, we’d be remiss to not mention the communication medium at the center of these CPG marketing trends– food videography, food photography, and social media strategy. At Foodist Films, we understand how to most effectively communicate messaging that resonates. Whether you CPG brand includes local ingredients, climate-conscious diets, global fusion cuisine, food upcycling, discovering how to communicate your brands relevance is the first step in a CPG marketing strategy. This will lead to increased engagement, boost loyalty, and position your CPG brand to the front of the shelves. As consumer preferences shift and digital landscapes evolve, 2024 has seen the following CPG categories experience marketing success.

1. Local Ingredients: 

Local ingredients are at the forefront of CPG marketing success in 2024. Consumers are increasingly drawn to products made with fresh, locally, or even regionally sourced ingredients. This category emphasizes sustainability, transparency, and support for local agriculture. Highlighting the journey from farm to table in your marketing materials can resonate deeply with eco-conscious consumers. Check out @pierceabernathy on Instagram, who showcases mouth-watering dishes crafted from ingredients sourced at his local farmers’ market. 


View this post on Instagram


A post shared by Pierce Abernathy (@pierceabernathy)

2. Climate Conscious and Plant-Based Diets:

Climate-conscious and plant-based diets are gaining significant traction in the CPG industry. As awareness of the environmental impact of food choices grows, consumers are seeking out products that align with their values. Marketing plant-based and climate-friendly products with compelling visuals and narratives can capture the attention of this expanding market. Instagram user @fitgreenmind shares delicious and easy plant-based recipes that highlight seasonal ingredients and promote sustainable eating habits. Her videos usually earn over a million views as she is known for simple and approachable recipes.


View this post on Instagram


A post shared by Maya // vegan recipes (@fitgreenmind)

3. Pasture-Raised Meat and Eggs:

The demand for pasture-raised meat and eggs is on the rise, driven by consumers’ desire for ethically produced, nutrient-dense food. Marketing strategies that emphasize the humane treatment of animals and the superior taste of pasture-raised products can set your brand apart. High-quality videography showcasing the farms and animals can create a strong emotional connection with your audience. Instagram influencer @paulsaladinomd2 features educational videos on numerous health topics. He speaks on the benefits of sourcing your meat properly for optimal health. 

@paulsaladinomd2Meat = cancer ??♬ original sound – Paul Saladino

4. Global Fusion Trends:

Global fusion cuisine continues to captivate consumers by blending diverse culinary traditions into unique and exciting products. This category thrives on creativity and cultural exploration, making it a perfect fit for visually engaging marketing campaigns. Highlighting the innovative combinations and rich flavors can attract foodies and adventurous eaters. Check out @okonomikitchen’s educational style of combining her cultural Korean cooking with a Toronto twist–mixing ingredients like mochi with bagels and cream cheese, or edamame bean ice cream.


View this post on Instagram


A post shared by Lisa Kitahara (@okonomikitchen)

5. Food Upcycling:

Food upcycling, which involves turning food scraps and leftovers into delicious new products, is experiencing a surge in popularity. This sustainable practice appeals to environmentally conscious consumers and can be powerful messaging for your CPG marketing team. Showcasing the creativity and sustainability of your upcycled food products through engaging videos can attract a dedicated following. Follow @plantyou on Instagram or TikTok for innovative recipes that repurpose food scraps into full dishes. 

@plantyou Playing this song on repeat 💖 #recipe #zerowaste #scrappycooking #healthyrecipe ♬ Dance You Outta My Head – Cat Janice

6. Clean Label CPG Category:

Clean labels are a key factor in CPG marketing success, as consumers become more discerning about the ingredients in their food. Products with simple, transparent ingredient lists are becoming more prevalent. Effective marketing should focus on the health benefits and simplicity of clean label products, using clear and attractive visuals to convey the message. TikTok creator @BobbyParish educates his followers on how to read labels and choose healthier options. He has plenty of videos comparing labels, brands, and where to find products at your local grocery store.

@bobbyparrishMarketing Gimmicks – Things that make you go hmmm 🤔♬ original sound – Bobby Parrish

7. Lazy and Quick Meals:

In today’s fast-paced world, lazy and quick meals are gaining popularity among consumers who seek convenience without compromising on taste. This CPG category is perfect for engaging, fast-paced videos that demonstrate how easy it is to prepare your products. Highlighting the simplicity and deliciousness of your quick meal solutions can attract busy families and professionals. Check out @bakedbymelissa on TikTok for fast and approachable recipes for the whole family.

@bakedbymelissa She’s a green goddess #food #recipe #vegan #foodie #viral #asmr #fy #fypシ ♬ original sound – Baked by Melissa

Understanding the high level evolution of CPG categories can be incredibly helpful in discerning how to best engage with your audience. From local ingredients and climate-conscious diets to global fusion cuisine and food upcycling, these categories highlight the dynamic nature of contemporary food culture.

By understanding and integrating these consumer shifts into your marketing strategy, your CPG brand can connect more deeply with consumers and drive engagement.  Take a look at our article on the Top Food Videography Styles For Your CPG Food Brand’s Content Calendar for ideas on how brands are effectively communicating their messaging. What a wonderful time to be in the CPG marketing world!

At Foodist Films, we specialize in creating impactful video content that resonates with audiences and builds meaningful connections for your brand. Reach out to us today to explore how we can collaborate on producing compelling food videography that distinguishes your brand in the dynamic digital landscape of 2024 and beyond.

Leave a Reply