For brands that exist outside of an enterprise framework, or that function independently within multi-category enterprises, such as The Clorox Co.’s Hidden Valley, consolidation is not an option.
For such brands, using their sites to create value for consumers becomes all the more crucial in the path to purchase. Many food brands look to recipes as a means of creating that value; 72% of brands tracked in Gartner L2’s Digital IQ Index: Food host recipe content on their sites and leverage it as a guided selling tool. However, only a few brands are able to successfully execute and draw in consumers. Brands leading in recipe site content, like Campbell’s and Quaker Oats, drive engagement with multiple filtering options, including meal type, cook time and seasonality. Their recipe pages also drive consumers downstream by enabling shoppers to add items to their carts in a single click, a feature adopted by only 13% of tracked brands.
Best-in-class brands not only create sophisticated site experiences for recipe seekers but also align their content with Google search trends. The keto diet, for example, has grown six-fold in Google search volume since 2017. Hidden Valley capitalizes on this by optimizing recipes, in particular recipe titles, for keto terms, and is the only Index brand among the top ten domains appearing on Google’s firstpage results for “keto” searches.