For the poultry and egg industry to successfully market its products to Millennials and Generation Z, it needs to understand what today’s consumer wants.
Poultry and egg companies should be marketing its products in a way that lean into the natural nutrition of poultry and eggs, as well as intrigue consumers according to their desires that are driven by social media content, explained Registered Dietitian and popular social media nutrition influencer Lauren Twigge.
Almost five billion people use social media globally and 50% of consumers trust social media influencers for product advice and guidance on purchasing decisions, proving the power of social media, she continued.
What is a functional food?
According to Twigge, functional foods are foods that can replace medicine and offer benefits beyond nutrition that support areas of interest in the online space including gut health, immune boosting foods, sleep health, healthy aging, mood boosting foods and hormone health.
The functional food social media trend is leading consumers to form their own definition of health.
“Consumers want functional foods that are naturally nutrient dense and allow them to eat their way to better health without the use of pharmaceuticals,” she stated at the 2024 Poultry Science Association annual meeting. “Consumers want their food to do more than nourish their bodies.”
Why it matters for the poultry and egg industry
The trend of functional foods matters for the poultry and egg industry because chicken and eggs are naturally providing many of the nutrients that support these popular areas of interest.
The products just need to be marketed in a way for consumers to remember that it supports the nutritional benefit they are looking for, she said.
For example, Generation Z and Millennials want products that provide protein for longevity and muscle health, choline for brain development, pro- and prebiotics to support gut health and collagen and antioxidants and omega 3s for healthy aging and youthfulness.
“Consumers want their food to mean something and to do something,” Twigge stated.
Challenges and opportunities
While consumers say they want functional foods to support their health, research shows that cost and taste are still some of the top drivers behind consumer purchases. This means that accessibility and affordability are also important for producers to focus on, she explained.
Additionally, health claims need to be substantiated by scientific evidence for them to further impact consumer purchasing decisions.
Harnessing the power of social media through the use educated influencers who are sharing products and research in a relatable way, as well as leaning into the natural nutrition of poultry and eggs, will be key for the industry to drive consumer purchases, Twigge concluded.
