January 20, 2018
A blog post in which I join the countless others making predictions about what to expect this year in the food and beverage industry. Hopefully, I mined some insights in here others have not covered.
Without further ado….predictions about the food and beverage industry in 2018.
Authenticity will become imperative to a brand
One of the best things I heard this year was, “You can’t fake barrel aging.” It was in reference to the necessity and importance of authenticity in the distilled spirits industry. However, I think it has broader applications across all food and beverage segments.
Authenticity is a fancier way of saying “be real.” It’s something we see successful food and beverage companies making a habit of. Make your brand who you are. Don’t try to over-complicate or market yourself based on what you think the market needs. Consumers are too smart for that, and the speed of social media has made it increasingly difficult for companies to exist with a fake facade.
Storytelling will complement authenticity
If you’re going to be authentic, make sure you’re telling your customers about it. Look beyond the product or service you provide and focus just as much effort on the people making the product or delivering the service. Spotlight your suppliers and tell their story.
It’s not enough to make a great beer or produce a top-notch menu. In 2018, great products must be paired with the great stories behind the products.
Quality will continue to be the best position to be in
Here at Brightly Creative, we believe in paying a fair price for quality product. And we’re glad more and more consumers feel that way as well. Whether launching a restaurant, new beer or bakery food, we believe that the market continues to remain ripe for quality over value.
Food waste will actually become something people in the United States care about
It’s a major problem, and something countries around the world are starting to take seriously. In the United States, we still have a ways to go, but we’re encouraged by the growing number of restaurants and CPG companies that are viewing what they many consider waste as a potential profit center. Take for example ReGrained Bars, which uses the spent grain from a brewery to make food bars.
The best restaurants I went to in 2017 featured “vegetable-forward” menus where meats took a backseat to plants. I expect to see more of this in 2018, including on the CPG side where plant-based ingredients are growing in popularity.