Understand how we are influenced by food marketing, from the food marketers!

Let’s face it, we think we’re making food choices based on what we fancy. But more often than not? We’re being nudged, tempted, and straight-up marketed to… often without even realising it!

From your supermarket scroll to your TikTok feed, clever food marketing is everywhere. And if you’re a food or drink brand, understanding what influences those choices isn’t just interesting, it’s essential.

Here’s how food marketing shapes our decisions (and how smart brands are tapping into it).

Why do we eat what we eat? It’s not just hunger.

When someone picks up a protein bar, orders a turmeric latte, or fills their basket with ‘better-for-you’ snacks, there’s a mix of psychology, habits, and clever positioning at play.

Marketing taps into:

• Emotion: Nostalgia, comfort, indulgence, health – food is emotional, and smart brands use that.
• Lifestyle alignment: Want to feel sporty, sophisticated, or eco-conscious? There’s a product for that – and messaging to match.
• Availability and convenience: If it’s not easy to access or spot, it’s not getting picked.
• Social proof: “Everyone’s trying it” is often all the nudge we need (hello, trending TikTok drinks).
• Sensory appeal: If it looks good, sounds delicious, and hits those cravings? We’re sold.

The biggest marketing factors influencing food choices

Here’s what actually sways someone from “just looking” to “add to cart”:

1. Packaging and design: We eat with our eyes first. Bright colours, clean fonts, cheeky copy? It all adds up. First impressions happen in 3 seconds, your packaging better tell the right story.
2. Language and storytelling: Words matter. “Locally sourced, small-batch chili jam” hits differently than just “chilli jam.” Crafting a brand narrative that connects is everything.
3. Social media content: Food marketing lives on social now. From recipe reels to influencer taste tests, consumers are discovering brands through scroll-stopping content. Need help showing up consistently? Our social media agency might be exactly what you need.
4. Health & sustainability claims: “Plant-based,” “gluten-free,” “low sugar,” “compostable packaging” – these aren’t just features; they’re decision-makers. Especially for Gen Z and millennials.
5. Promotions and scarcity: Limited drops, discount codes, and “back in stock!” messages trigger urgency. They don’t just want it – they want it now. Want to amplify that with paid ads? The Food Marketing Club can help you DIY smarter, faster.

Real examples of food marketing that influences choice

“Made for slow mornings and strong brews. Meet our new oat & hazelnut granola.”

“Just dropped: our limited-edition Lemon Drizzle Energy Bar 🍋 only 500 available.”

“Swipe to see what’s really in your favourite peanut butter (hint: it’s not just peanuts).”

These captions aren’t just cute. They’re strategic. Each one plays on a feeling, a value, or a need. That’s what moves the needle. Want to get your captions working harder? Read our guide to writing delicious Instagram captions.

SEO isn’t just for Google… it’s for Instagram too!

More and more people are searching Instagram like it’s a search engine. That means using terms like “low-sugar snacks,” “sustainable food brands,” or “gut health drinks” in your posts can help your products get found. Think like your customer. Then write like a marketer.

Want to influence more food choices (the right way)?

From clever content to smart strategy, we help food & drink brands connect with their audience and convert browsers into buyers. Whether you’re building your brand, refining your voice, or creating campaigns that actually work – we’re here for it.

Need help with your food marketing? From brand strategy to social captions and full-funnel content, we’ve got the tools to help you scale. Book a free call and let’s chat about your growth plans for 2025 or explore the Food Marketing Club to access ongoing support at a fraction of agency costs.