Being the largest food publisher in Australia means that being on-point with key culinary trends is imperative to the Food Corp business. After the year we’ve all been through, this has never been more important to our consumer’s appetites.
News Corp Australia’s Director of Food and Travel, Fiona Nilsson, has just released our latest trend forecast for Autumn/Winter ‘21 as well as an exciting shoppable platform announcement.
The food trends outlined below will allow marketers to align their own strategies with what’s driving consumer behaviour around food, and complementary to these trends we are delighted to announce the launch of a new media platform.
Autumn/winter 2021 Food Trend Forecast
A year without international travel has meant that we have had to whet our appetites for foreign cultures in other ways, and this has come about strongest with food. Consumers are engaging digitally with international culinary delights from the comfort of their own homes.
Being that people have spent more time at home, we are seeing the kitchen as the place for people to quell boredom and discover passions for cooking and baking. The desire for consumers to impress family and friends with newfound skills is stronger than ever – from swapping sourdough starters to pickling and preserving, the kitchen is the castle.
However, it doesn’t mean that people are necessarily becoming more involved with intricate recipes in the kitchen. “Easy” and “fuss-free” are the new catchcries for home cooks. Given the heightened strain on other areas of life, less-stress cooking is becoming the go-to for many home meals. Have you heard of the ‘one pot, one pan’ phenomenon? This has extended further into ‘one bowl’ and ‘one tray’ for those who really want to stress less.
Finally, nostalgia lives on. Old school cool lives to fight another day and consumers will opt for feelings of comfort and family-home-recipes that link to the past. Retro ingredients are on the rise across Food Corp like golden syrup, condensed milk, and even the iconic meat pie.
Launching Food Corp’s shoppable media platform
Food Corp has launched a new shoppable media platform. This will make for a far easier consumer experience and ensure effectiveness for our advertisers.
Consumers now have the power to plan and shop whenever and wherever they engage with content across our on-network and off-network channels. Instantly, they are able to turn their own inspiration to action with food content shoppable via social, video, display, print and more.
Australia’s Best Recipes, Kidspot Kitchen and delicious now come with recipe-to-cart functionality which allows the audience to create user-specific shopping lists that convert straight to their cart from any recipe page on these sites.
The media platform also launches with tools like our Sponsored Suggestion Module ad unit that contextually links to a user’s own shopping list to create additional opportunity to convert. Our Shoppable Social Display product provides our ads with the ability to create an instant ‘Shop Now’ button for single ingredients or recipes that push straight to a user’s shopping cart.
Food Corp is excited to announce these opportunities so that clients are now able to convert online grocery shoppers as they consume content across our brand platforms. We know what Australian’s are planning, shopping, cooking and sharing in food.
Find out more about News Corp Australia’s latest Food Corp latest trend forecast for Autumn/Winter 2021 here.