Globally, we’ve seen increased focus on sustainability. The lack of stock in 2020 forced consumers to think about how much food they were consuming and wasting, propelling food waste and sustainability into the mainstream.
As a result, customer interest in sustainable living grew significantly, with many consumers looking to reduce food waste, buy products with sustainable packaging, and buy from brands that clearly outlined and stood by their ethics. Brands that show their support for sustainability will benefit going into 2021 as consumers look to keep up these more environmentally-friendly habits.
With so many sustainability-focused partners entering the affiliate space, brands should focus on working with partners that can build on this messaging. For example, content partners and influencers can be used to raise awareness of a brand’s sustainable approach. Rewards-based partners with a sustainable focus can also be key here, for example partners that offer consumers reward points for actions that reduce carbon footprint, or partners that plant a tree when a customer shops with certain retailers.
Online grocery sales are likely to continue to grow as shown by Awin’s performance results – more and more consumers will continue to shop online, so food brands must be aware that this trend is ongoing. Digital transformation has certainly sped up within the food sector – brands must continue to develop digitally in 2021. If they aren’t maximising on the affiliate channel to reach new audiences, they risk a real loss of market share to their competitors
We’re likely to see growth in online to offline partnerships, with brands utilising publishers to send tailored and personalised publishers to in-store shoppers – therefore blurring the gap we have seen previously between online and offline. We’ll see a much more holistic approach when it comes to online and offline promotion of food and alcohol.