Higia De la Fuente Mancha is a marketing executive with over 20 years of experience leading global brands across diverse industries. Currently serving as the Marketing & Innovation Director for Heartland Food Products Group in Latin America, she has held pivotal roles at renowned companies such as BASF, Mattel, YUM Restaurants International, Alpura, and Colgate-Palmolive. Her expertise spans business strategy, marketing innovation, planning, and negotiation, with a proven track record in the chemicals, entertainment, and food & beverage sectors. Fluent in English, Spanish, and Portuguese, Higia holds a Marketing degree from Tecnológico de Monterrey.
Through this article, Higia De la Fuente Mancha explores the evolving role of marketing in the food and beverage industry, emphasizing the need for brands to adapt to changing consumer mindsets. She highlights the rise of mindful eating and the shift from traditional mass campaigns to strategies that foster authentic connections with consumers. Higia stresses that modern shoppers prioritize transparency, sustainability, and how products align with their values. She also discusses the importance of digital content and experiential marketing in building long-term customer loyalty, underscoring that success in the industry now hinges on creating honest, lasting relationships rather than merely driving sales.
It is well known that in the food and beverage industry, as in many other sectors, only those brands that adapt can survive due to market changes and the more fundamental changes in consumer mentality. In recent years, this sector has significantly transformed how people choose, consume, and relate to food.
The rise of mindful eating reflects this transformation. Consumers are now concerned with their consumption and how it impacts their emotional well-being and the environment. From a marketing perspective, the era of mass campaigns and "miracle" products is over. What truly matters today is establishing an authentic connection and demonstrating a genuine commitment to the values consumers care about most.
"Success in the food and beverage industry is no longer just about selling but building honest and lasting relationships with consumers."
Nowadays, shoppers demand more than just good taste or an attractive label. They want to know where the ingredients come from, how the food was produced, its environmental impact, and, most importantly, how the product aligns with their lifestyle and values. This is where we, as brands, must make crucial decisions in our business strategies.
Companies in the food and beverage industry that still believe buyers are driven solely by price or promotions are taking two steps backward. Today, food and beverage marketing must be holistic, authentic, and, most importantly, forward-looking.
The digital media world has completely transformed the landscape of the food and beverage industry. Brands that have leveraged the power of social networks and digital content strategies have increased their visibility and positioned themselves as key players in the lives of their target consumers. However, is having a solid online presence enough? The answer is a clear no. The real challenge lies in generating engaging content that fosters connection, educates, and provides value beyond mere commercial transactions.
For instance, companies that focus on creating valuable content -such as recipes, healthy living tips, or food sustainability guides- build long-term customer loyalty. This isn't just clever marketing; it's about demonstrating genuine commitment to causes like wellness. By doing so, these brands stand out in a market oversaturated with choices.
Let’s face it: today's buyers can detect insincerity from miles away, and any campaign not backed by authentic actions is bound to backfire. As leading companies, we must ensure that every action conveys a consistent message aligned with our values. Consumers are looking for more than just products; they are looking for trustworthy brands.
One aspect many brands overlook is the power of experiential marketing. It's not enough for products to sit on store shelves or have a stock of photos on digital platforms; brands need to engage directly with consumers and offer them memorable experiences. Tastings, culinary events, or any opportunity to bring the product closer to consumers are essential. In a world where everything seems to happen through a screen, tangible experiences become priceless.
In short, success in the food and beverage industry is no longer measured solely by sales or market share but by the ability to understand new consumer paradigms. Those who recognize that marketing is no longer just about selling but about building honest and lasting relationships with consumers will be the ones to set the rules for the future.
