Recipes are relevant in the food landscape but are not a necessity for all brands.
28% of brands tracked in Gartner L2’s Digital IQ Index: Food US do not host recipes on their sites, and they predominantly fall into impulse categories like snack foods, snack bars, confectionery and ice cream. Product searches on Google account for 76% of the search volume in these categories, compared to an average of 40%. Product details, specifically ingredient transparency, continue to weigh heavily in consumers’ purchase decisions, providing an opportunity for food brands to use the real estate their brand sites provide them. In 2018, 93% of consumers expected brands to provide detailed ingredient information about how their products are made, and 74% of consumers were willing to switch to a brand that provides more in-depth product information, up from 39% in 2016, incentivizing brands to include in-depth content on product detail pages (PDPs).
86% of brands now include ingredients or nutritional information on PDPs, up from 37% in 2018. Product pages are also a critical investment for direct-to-consumer (DTC) brands. They account for 50% of Clif Bar’s page views and 43% of KIND’s. KIND’s site, which achieves the third-highest PDP & Merchandising score, is ahead of the curve, as it includes multiple product images, which only 24% of Index brands do. It is also one of just 25% of tracked brands filtering products by nutritional value, effectively creating a site design consistent with its broader image as an ingredients-first brand. Additionally, KIND also scales this content by mirroring their About Us page with the A+ content on its Amazon PDPs, benefiting from content efficiencies and maintaining a cohesive brand image.