Gartner L2 Digital IQ Index  August 23, 2019

Food US 2019

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Consumers’ food preferences, search behavior and paths to purchase are evolving. To compete against recipe sites and e-tailers, food brands must adapt and expand their product and recipe content. Enterprises are shifting toward consolidation to synergize their site efforts. Only a few best-in-class brands exemplify digital excellence in terms of engaging content optimized for top dietary and recipe trends, while few others seek partnerships to scale reach. With a fragmented online retail landscape, brands must also juggle investments across different platforms to influence discoverability and conversion, all while defending against the growing threat of private-label and indie brands competing for a bigger share of consumers’ wallets.

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