THE RECIPE FOR RELEVANCE HOW TO CAPTURE ATTENTION (BEFORE IT SCROLLS AWAY)
Dear Reader,
Coyne PR has spent nearly three decades helping food and beverage brands break through an ever-evolving media landscape. With a client roster that includes some of the most trusted names in the category – from household staples to emerging innovators – we understand how to turn attention into action and relevance into lasting brand loyalty.
We’re proud to introduce the 2025 Coyne PR Food & Beverage Trends Report: The Recipe for Relevance, our inaugural look at what it takes to connect with today’s consumers in a world of endless content, short attention spans and ever-evolving platforms.
We hope this report provides inspiration, ideas and clarity while leaving you hungry for more.
Gratefully,
Tim Schramm
Jackie Peskin Executive Vice President Senior Vice President
OVERVIEW
What follows is a quick, visually driven guide to today’s evolving food discovery ecosystem, where purchase journeys are nonlinear, platforms change fast and authenticity rules. Readers will find topline insights, key stats and real-world case studies to help brands:
Understand how Gen Z and millennials consume content and make decisions
Craft messaging that resonates emotionally and culturally
Engage audiences across both digital and real-world experiences
Collaborate effectively with creators and influencers
Build campaigns with impact
Whether you’re launching a new product, refreshing an established brand, or simply trying to remain relevant in a rapidly changing world, this report serves as a quick-start toolkit for food and beverage communications professionals.
LET’S DIG IN.
MISSING AN INGREDIENT?
Millennial and Gen Z audiences aren’t just hungry for meals, drinks, snacks and treats –they’re hungry for connection, creativity, inspiration and authenticity.
HOW DO YOU BREAK THROUGH?
And how do you show up without being tuned out?
Where are millennials and Gen Z getting information and inspiration?
EVERYWHERE.
Millennials and Gen Z are constantly surrounded by news and information, typically turning to more than six different platforms and outlets each week to stay informed.1 It’s not either/or, it’s a “yes, and” situation.
They are voracious consumers of content, from their friends, influencers, social feeds, AI and 24/7 news cycles…throw in streaming services and podcasts, and you’ve got a whole lot of content all vying for their multi-screened attention.
A robust, strategic digital communications approach across multiple touchpoints will help you earn a seat at the table with your consumers.
THE PATTERNS OF FOOD DISCOVERY, INFLUENCE, AND PURCHASE BEHAVIOR
Digital platforms are reshaping how consumers discover, engage with, and purchase food and beverages, evolving the consumer journey from linear to blended.
TikTok, Instagram and YouTube thrive in the food and beverage landscape – acting as test kitchens, recipe books, and chef’s tables for Gen Z and millennials. Creators and influencers of all sizes have become key drivers of product discovery and trial, with short-form content fueling curiosity and engagement. Pinterest continues to guide food decisions, particularly among Millennials, while AI is emerging as a new force in shaping grocery habits. The smartphone remains the number one device for accessing news daily. Despite digital’s growing dominance, traditional media like TV, radio and print still matter, highlighting the importance of a multichannel communication strategy.
SOME STATS TO CHEW ON…
Digital drives decisions. 70% of food sales will be influenced by digital platforms by 2027.2
Viral leads to trial. 84% of Gen Z have tried a food trend or recipe from social media, showing how viral flavor experiences drive trial.3
Social feeds FEED discovery.
70% of Gen Z consumers turn to TikTok, Instagram, and YouTube to discover food trends and meal inspiration.3
Keeping with tradition(al). People of all ages access news in a number of ways; not just digital, but through print, television and radio.4
AI is the new gateway to the grocery aisle.
Nearly 61% of U.S. consumers have used AI-powered tools for food-related activities, including meal planning, recipe suggestions and grocery shopping.5
NEWS SOURCES FOR ALL AGE
GROUPS
% of U.S. adults in each demographic group who get news at least sometimes from...
Source: Pew Research
KEY INGREDIENTS FOR SUCCESS
Just like every recipe has its own personalization, there are always brand nuances to reaching younger consumers. However, there are some fundamental ingredients to elevating your communications in today’s media landscape.
01 02 03 04 05 06 No Sub for Customer Love Keep It Fresh & Organic Experiment with Fusions SERVE ON & OFFLINE FEED THE FEED INVITE CREATORS & INFLUENCERS INTO THE KITCHEN AND LET THEM COOK
No Sub For CUSTOMER LOVE
Communicating brand messaging without first listening to and understanding your consumers is akin to an online grocery shopper substituting a bag of onions for orange juice – it might get delivered, but it definitely won’t be what the customer ordered.
Understanding today’s consumer through social listening (dare we say listening in general?) gets to the heart of what your audience wants and needs, producing invaluable insights for crafting communications strategies.
Consumer loyalty isn’t bought – it’s earned through thoughtful, consistent engagement and value. When brands show they care (and prove it with their actions), young consumers stick around and share what they’ve found.
68% of TikTok users say brands should use the comment section to better understand their consumers.6
45% of social/video platform users say a brand becomes relevant to them when it demonstrates understanding of their needs.7
With more than
81% of Gen Z and millennials switching brands in the past year8, brands can go from cart to heart by expanding beyond transactional moments.
KEEP IT FRESH & ORGANIC
Brands should communicate with authenticity, relatability and a positive tone. Millennials and Gen Z audiences gravitate toward brands that align with their values, share real stories and bring good energy to their feeds.
When content feels genuine and reflects lived experiences, it builds trust and emotional connection.
A strong, credible social presence isn’t just expected – it’s essential. There is an appetite for trendy takes, but brands can get burned by half-baked attempts to go from Girl Dinner to Trad Wife too quickly (more to come in a moment on cultural relevance).
25% more impact is created by being positive on social platforms compared to content that simply entertains.9
90% of millennials and a growing majority of Gen Z say authenticity is key in brand decisions – favoring brands that align with their values and tell real stories.10
50% of social/video platform users say culturally relevant content showcases authentic lifestyles/experiences of “people like me.”11
EXPERIMENT
WITH FUSIONS
While cooking up fresh and organic communications with authenticity, there’s no need to put cultural relevance on the back burner. Today’s social media algorithms help foster niche communities who are hungry for different perspectives.
While rapid trend jumping can cut into resources, leveraging macro trends and lifestyle behaviors can create a satisfying, multi-course meal for your consumers. There’s also an opportunity to go outside your own aisle and strategically align with brands that share your values and target demographic.
81% of social/video platform users say TikTok helps them discover new topics/trends they didn’t know they liked.12
NEW-STALGIA
Most Americans agree that when life is uncertain or difficult, nostalgic memories are a source of comfort (77%) and inspiration (72%) 13. While many nostalgic memories hark back to childhood, 37% of Gen Z report feeling nostalgic for the 1990s, a time when many were not yet born. Studies show combining a new twist on a nostalgic moment can lift sales while also lifting spirits.14
HELLOFRESH X FRIENDS
Capitalizing on the 30th anniversary of the TV show Friends, Coyne PR partnered with HelloFresh to bring to life one of the most recognizable food moments from the sitcom – Rachel’s English Trifle (plus, a custom trifle dish). This strategic partnership tapped into nostalgia around the beloved series and helped drive awareness, excitement and pop-culture relevance for HelloFresh during the busy Thanksgiving season. PR results exceeded KPIs, with the campaign garnering 322 placements and more than 1.2B impressions across top outlets such as Food & Wine, Food Network and Good Morning America Online.
SERVE ON & OFFLINE
Consumers live both online and offline – your brand should, too. Take advantage of trends, cultural moments and consumer insights to surround your audience wherever they are getting their news and information.
Both Gen Z and millennials increasingly prioritize experiences over material goods15, valuing emotional connection, discovery, and selfexpression. For brands, emphasizing the experience (community, fun, discovery) around a product can be more effective than just touting the product itself. Curated pop-up events and onsite activations offer a chance for consumers, media and influencers to have a multi-sensory experience of the brand.
TikTok is the top platform where younger audiences stay informed on upcoming and shoppable moments –2 in 3 users rely on it for updates, and 1 in 4 use it as their first stop for gift or product ideas.16
PEEPS X SERENDIPITY3
Capitalizing on the partnership between PEEPS and Serendipity3, the NYC landmark, famed for its iconic Frrrozen Hot Chocolate and vibrant atmosphere, Coyne PR created an immersive brand showcase featuring exclusive recipes, colorful décor, engaging photo-ops and exclusive products to help generate buzz leading up to Easter. A sneak peek for select media and influencers set the stage for 800+ stories and driving an uptick in content sharing on Instagram.
INVITE CREATORS & INFLUENCERS INTO
THE KITCHEN AND LET THEM COOK
When your brand storytelling is one-sided, it can get stale. With an increased appetite for highly relevant and highly curated content and an always-on funnel of discovery, influencers and creators can infuse your brand communications with much-needed flavor.
The most successful creators blend entertainment with authenticity. Empower them to tell your story in their voice. Their trust with their audience becomes your brand’s bridge to relevance – and results. Creators and influencers are even filling roles of consultants and creative directors, further solidifying their role as cultural taste makers!
80% of consumers report making purchases based on creator recommendations, regardless of the influencer’s following size, highlighting immense opportunities for brands to build long-lasting relationships with advocates in relevant adjacent verticals, at scale.17
11x more ROI is delivered by influencer marketing compared to some forms of digital advertising – especially in the food and beverage category.18
FLEX WITH STARKIST PRO-TEAM FEATURING DEREK HOUGH
The “Flex with StarKist” campaign marked a pivotal evolution for StarKist, transitioning from a tuna brand to the broader protein space. Partnering with celebrity Derek Hough and more than 100 diverse influencers, the campaign inspired consumers to share their “flex” moments – achievements fueled by StarKist’s protein offerings (tuna, salmon and chicken). The campaign generated 2.4 billion impressions and over 240,000 social engagements, with standout media coverage including Access Daily, Yahoo! Entertainment, NBC.com, Parade, Eating Well, US Weekly, and more.
06 FEED THE FEED
67% of Gen Z have shared Instagram Reels with family and friends.19
Agile brands can spice up their storytelling by embracing the absurd, the unfiltered and the unapologetically self-aware. “Brain rot” (the 2024 Oxford Word of the Year) is a term Gen Z uses humorously to describe their endless scroll through chaotic, overstimulating and often unhinged content. This style of content thrives in the form of bite-sized, shareable short-form videos, with Gen Z actively curating their feeds to sample their favorite flavors. By leaning into a culture of chaos, unserious takes and offbeat humor, brands can reflect the fastpaced mindset of younger audiences while forming more authentic, relatable connections. Blend entertainment with value, showing that your brand gets it without trying too hard.
63% of Gen Z say they actively curate their Facebook and/or Instagram feeds to be exposed to relevant content, feel more in control, and ensure their time is spent more purposefully.19
SUMMING IT ALL UP
With so many media options, the temptation is to be everywhere. The secret ingredient is to be intentional. Listen to what your consumers need and help them along their purchasing journey. Show up with relevance, cultural fluency and content that adds value.
If you’re not in traditional media, you’re not in the AI-powered results. PR is more important than ever: it fuels credibility, amplifies social and drives search.
Whether you’re jumping on a trend, partnering with a creator, or launching a campaign –keep it authentic to who you are.
That’s how relevance is built. That’s how relationships are earned. That’s how brands break through.
In a world where attention is a limited-time offering and loyalty is earned, food brands need more than a good product – they need cultural fluency, agility and purpose. Let Coyne help you discover your own secret recipe for success!
WHAT’S HEATING UP FOR 2026…
We haven’t closed the book on 2025, but it’s not too early to take a peek at what’s around the corner…
EVOLVING PLATFORMS
While everyone’s chasing what’s next, don’t overlook what’s making a comeback. Platforms like Pinterest and Snapchat are quietly regaining traction, especially among Millennials and Gen Z.
GEN ALPHA
Born after 2010 into a fully digital world, Gen Alpha will likely shape social media platforms and usage trends differently from Gen Z.
GENERATIVE ENGINE OPTIMIZATION (GEO)
Generative AI tools are not just passively indexing web content. They are actively answering consumer queries using summaries pulled from earned media, brand websites, social content and more. A content-rich strategy using plain language, up-to-date facts and FAQs that directly answer the most common questions about your brand will increase your brand’s discoverability.
ABOUT COYNE’S FOOD PRACTICE
Coyne PR has extensive experience in the food and beverage sector, partnering with fantastic brands to create campaigns that drive consumer engagement, brand loyalty and measurable business growth.
Our work spans a range of amazing companies and brands, including Eggland’s Best, General Mills, StarKist, Just Born Quality Confections, Keurig Dr Pepper, Chiquita, Fresh Express and The Hershey Company, among many others.
From new product launches to revitalizing established brands, we leverage data-driven insights, cultural relevance and strategic storytelling to build campaigns that resonate with consumers and elevate brand visibility. We execute multi-channel strategies that integrate media relations, influencer collaborations and social media to amplify reach and engagement.
Our results-driven approach focuses on capturing share of voice, fostering brand loyalty, and maintaining relevance in a dynamic market. With deep expertise across the CPG spectrum, Coyne PR is equipped to deliver innovative, impactful campaigns that meet the challenges of today’s competitive landscape and achieve significant, lasting results.
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OUR EXPERIENCE
In addition to our working knowledge of the industry and conversations with leading CPG industry experts, the following sources were referenced throughout this report:
Sources
The statistics referenced in this report came from a variety of trusted and knowledgeable sources:
