At the peak of seasonal cooking in November, 86 million Americans visited food and recipe sites, where they spent an average of 25 minutes. Throughout the year, browsing a manufacturer’s site is the third most popular digital activity for grocery shoppers after reading online circulars and searching for coupons. That presents an opportunity for brand sites, and they run the gamut from entertainment to information-focused hubs.
73% of brands in L2’s Digital IQ Index: Food feature recipes on their sites, and leader in the category Betty Crocker is among the top ten recipe destinations. Other brands have capitalized on consumer interest in nutritional informational. 85% of post nutritional information on the site, and 72% reveal the full list of ingredients. 30% of Food brands (mostly snack foods) treat their websites as an entertainment hub to post music, sweepstakes and celebrity partnerships. For example, the Oreo homepage features “Snack Hack” videos on creative ways to dunk.
While grocery shoppers do seek nutritional information and recipes, forgoing user reviews leads consumers to Amazon and third-party coupon aggregators where the existence of competing brands could be potentially detrimental to brands. User reviews are the most underinvested category among food brands, resulting in missed opportunities for search engine optimization and driving purchase decisions.