Food branding has evolved quite a lot in the last years. Food and beverage has been one of the main culture setter in history. As time goes by the hyper competition and over saturation of the market has pushed marketers to reinvent their approaches and win the end consumer hearts till the moments of trust are built up.
After the attention, interest, desire and action are being properly and intelligently set up, trust must be a very important clause through the food purchasing journey as stated by the Boston-based consultancy C Space where its study explores customers' perceptions when buying foods (we dare to include as well all type of FMCG items) (see infographic below).
It takes 7 seconds for a consumer to grab a product at the shelf-aisle, leaving the rest with the remaining 800,000 items. Only 50-80 items fit in a standard shopping cart, yet most of the food purchasing decisions happen in the shelf-aisle, mobile and other related technologies enable the consumers to find information of the product while in the store, therefore food branding and FMCG branding ponder what is called nowadays mico-moments to add value to that journey and create trust.
All in all, then, following the current trends, the brands should fasten and harmoniously build the trust with the consumers.