From Field to Digital: What Consumers Search About Food
It's intriguing to observe how the agri-food sector, so rich in tradition and knowledge, still navigates digital waters with hesitation. While consumers dive deeper into the internet searching for food information, many producers seem to remain at the surface of this ocean of opportunities. This reality deserves not just reflection, but primarily action.
The New Consumer: Informed and Demanding
The Mintel - Food and Drink report highlights four fundamental trends that are redefining the relationship between consumers and producers:
- Local Value: Consumers show increasing interest in local food sourcing, valuing the positive impact on local employment and environment.
- Trust in Producers: There's a growing appreciation for agricultural work, opening space for a meaningful reconnection between producers and consumers.
- Demand for Transparency: Beyond nutritional information, consumers seek to understand origin, sustainability, availability, and justification for price changes.
- Strategic Sharing: Consumers are willing to share information with sector companies, provided they recognize added value in this exchange.
The Revealing Apple Case
The study presented at the Regional Helix '22 congress at the University of Aveiro brought particularly interesting data about Portuguese digital behavior:
- The 11,100 annual searches for "apple" reveal substantial interest
- Consumers actively seek information about nutritional benefits and recipes
- Results are dominated by health entities and general food websites
The Digital Paradox
We find here a particular situation: while consumers show increasing interest in information about agricultural products, producers and associations maintain a still timid digital presence in search results.
The Digital Reality of Certified Products
The analysis of 28 products with PDO or PGI certification reveals numbers that merit reflection:
- 39% have their own website
- 60% maintain social media presence
- Only 7% offer an e-commerce platform
- Facebook emerges as the preferred channel, followed by Instagram
Strategies for the Digital Future
The digital transformation of the agri-food sector requires more than just an online presence. It's essential to develop a structured approach that responds to modern consumer needs and values the unique differentials of Portuguese agricultural products. The success of this transformation rests on three fundamental pillars.
- Development of optimized digital platforms with relevant and updated content, integrated with social media
- Creation of content that responds to existing interest, including nutritional information, recipes, and production process documentation
- Clear communication of PDO and PGI certification value, highlighting origin, traditional methods, and impact on local community
Conclusion
The Portuguese consumer is definitively present in digital, showing genuine interest in information about agricultural products. The current moment represents a unique opportunity for the sector to transform its digital presence into a strategic tool for communication and consumer connection.
For producers and associations still considering digital investment, it's worth reflecting: in an era where consumers actively search online for information about your products, what's the cost of not being present?
