Organic Processing Vo1.9 #2 - March/April 2012

food TV shows, one-quarter of consumers ( 25 percent) are inspired by recipe websites or phone apps, and 17 percent are inspired by restaurant review websites or phone apps.

Consumers love a deal. Whether a sign of tough economic times or simply because of the thrill of saving, consumers use social sites and apps to economize and “Like” brands that help save money. More than half of Facebook users ( 52 percent) “like” a food or beverage company or brand to get discounts or coupons. About half of consumers ( 47 percent) say they’ve searched for online/digital coupons/specials.

Consumers look to public communities for ideas. In addition to looking for deals, consumers look for ideas; 42 percent say they’ve searched online for recipes. Related to this, our research found that consumers desire better and more highly specialized tools for shopping and meal planning. Moms and primary cooks and shoppers want easy-to-use apps that can make shopping, meal planning and saving money easier.

Social media is becoming our standby mealtime companion. When we eat alone ( 45 percent of all adult eating occasions are alone), we can still be together ( 39 percent of consumers engage in social media while eating).

As consumers increasingly eat alone, mealtimes continue to be a break from work and responsibilities, and a time to be sociable on social technologies. Consumers virtually break bread by sharing their food experiences digitally—uploading photos and posting stories. Leading up to and during meals, consumers use social media to communicate and look up recipes and discounts. During such occasions, 24 percent say they respond to conversations, 21 percent seek out recipes and 21 percent say they seek out discounts, coupons and deals.

Social Media Lesson

Consumers primarily use social media to interact with friends and family. However, they are also discovering, learning, sharing and talking about food online. As such, they are willing to engage with food brands and companies in this space, but only if the interaction promises to enrich their lives in some tangible way, whether through useful information, money-saving deals or entertainment.

While an exceptional organic product and a great deal will initially attract consumers to you, this is only the starting point of a truly meaningful social media relationship. To leverage the opportunities offered by this evolving platform, organic businesses must craft a distinct online personality with authentic product narratives that let customers know their products are real foods from real people. For more about Hartman Group’s Clicks & Cravings 2012 report, visit: www.hartman-group.com. o

Laurie Demeritt is president and COO of Hartman Group, where she provides strategic and operational leadership for Hartman Group’s research and consulting teams. Hartman Group analysts are recognized for their unique ability to blend primary qualitative, quantitative and trends research to help clients develop successful marketing strategies by understanding the subtle complexities of how consumers live, shop and use products and how to apply that understanding in ways that lead to purchase. Laurie can be reached at: laurie@hartman-group.com.

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