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Industry analyst and consultant Anne-Marie Roerink of 210 Analytics is an expert on marketing produce from farm to retail. Her travels take her to stores around the world. Every week in SPW, Anne-Marie shares one of her favorite retail displays or grower marketing success stories with a photo and her thoughts on why these are Ideas Ripe For The Picking.
WHAT I LOVE ABOUT THIS:
With trips falling, engagement beyond the store is crucial. Pinterest is an ever-growing platform for food research and ideas, particularly among key grocery shopper demographics.
A few weeks ago, I attended the Sweets & Snacks Expo and sat in on a great presentation covering the rapidly growing engagement, and subsequent action, driven by social media.
Pinterest shared some of their demographics and usage statistics, which make an incredibly powerful case for all players in the food retailing industry to up their efforts on Pinterest and other social media platforms.
- Pinterest has 53 million active users in the U.S. and more than 200 million people globally use the platform at least once a month.
- Food is the most shared topic in Pinterest, with 57% of its users sharing or adding pins about food, ahead of home-related pins (40%) and even crafts (34%).
- 27% of users follow brands on Pinterest.
- Pinterest has seen more than 40% growth in subscribers and a 66% increase in visits year-on-year and 15% of users do not use other social media.
- In the U.S., one in two users are Millennials.
- Pinterest has an 83% reach in the U.S. women between the ages of 25-54 and has 70% reach among U.S. moms, who share three times more than the rest of the users.
- 77% of primary grocery shoppers are on Pinterest and the platform drives up to 3.8x more incremental sales at retail than other platforms. For instance, the average dollar amount of a sale generated through the platform is $123.50 versus $54.64 through Facebook. In the U.S., 47% of online consumers have bought something as a result of a Pin/Pinterest recommendation).
- Pinterest calls the smartphone’s camera the new keyboard, advising that everything needs to be connected visually.
- A few food related trends identified based on searches are:
– Diet-friendly frying (air fryer) +1809% in searches
– Plant proteins +417%
– Snack swapping: snap peas and edamame snacks: +273%; +136% growth in high protein snack pinning, +165% in whole grain searches and +596% in Keto snacks searches
From summer grilling to diet-specific recipes, Pinterest and other platforms are becoming a must for food brands and retailers to catch the eye of the consumer, inspire and win.
Anne-Marie Roerink specializes in quantitative and qualitative market research. Prior to launching 210 Analytics, she served as the Director of Research for the Food Marketing Institute (FMI).