Food inflation looks set to become a major issue for marketers working in the sector.
According to ONS figures, food and non-alcoholic beverage prices saw a rise of 3.7% in the 12 months up to March 2026, up from 3.3% in the 12 months to February. On a monthly basis, food and non-alcoholic beverage prices increased by 0.3% in March 2026, up from 0.0% in the same month in 2025.
Industry conversations suggest this may only be the start of a longer inflationary cycle. With ongoing pressure on supply chains, energy costs and raw materials, marketers need to start devising strategies to mitigate the impact of further price rises, writes Mark Dodds, Fellow of the Chartered Institute of Marketing (FCIM).
Managing stakeholder relations
Before reaching out to customers, food and beverage marketers need to consider who will be affected by their communications.
While marketers will want to be specific and transparent with their customers, they need to ensure they do not breach any commercial confidentiality agreements by revealing sensitive details about freight and ingredient costs.
Compliance is key, and any breach of confidentiality agreements would be an expensive mistake to make, particularly costly at a time when expenditure is rising.
At the same time, marketers should avoid being too generic. A statement like ‘our prices are rising due to geopolitical issues’ alone isn’t sufficient; it just won’t resonate with audiences.
Customers need to be taken on a journey to understand why prices are rising and how companies are operating to try and keep costs down. The more authentic brands are, the more likely they are to retain and grow their customer bases.
Many consumers will understand the need for price rises and may even expect them with the conflict in the Middle East, but they may not appreciate just how tight profit margins are, something that will need to be communicated effectively, along with why the conflict involving Iran is increasing costs.
Supermarkets and other food and beverage businesses will lose trust and loyalty if they are perceived to be greedy – especially when customers have the choice to take their business to so many other competitors.
The importance of owned channels
There is a misunderstanding of the whole food supply chain and just how fragile it is. The producers that start to educate customers about this will gain more credibility and trust – and may be able to increase prices more easily than those who use blanket statements.
This is where owned channels, like email and websites, come in. These channels can help to communicate price rises and current economic pressures effectively for two key reasons.
Firstly, it allows brands to take control of the narrative, which is particularly important at a time when they are breaking bad news. Media outlets may cover this news afterwards, but at least brands have communicated these changes to their customers and target audience first. Customers need to be the first to know.
It’s also an opportunity for brands to go into more detail about what makes up their products and why they are being affected – and that nuance could make all the difference in marketers’ quest to retain trust and minimise impact on the bottom line.
Secondly, using these channels to communicate delicate news like price rises feels deeply personal, allowing brands to secure a meaningful engagement with their customer base. It goes back to the point above: authenticity is crucial and can be a key differentiator in a crowded market.
In the food and beverage sector, it’s about having the marketing and communications team in place that not only understands the customer, but can craft communications that resonate with them. These are the businesses that will retain current customers and win new ones in a fragile landscape.
Play to your strengths
Price rises are a chance for marketers to focus on other aspects of their product and brand, such as provenance, quality and sustainability. Customers are often willing to pay a higher price when at least a couple of those elements come together to form an accomplished product or service.
2025 research from Ipsos reinforces this. Price remains the most important factor for British consumers, according to this research, with 93% rating it as very or somewhat important. However, just 1% fewer people say that quality influences their purchasing decisions.
Two-thirds (66%) of British people in the same study rate environmental impact as very or somewhat important, while 57% say that social impact is important. Clearly, consumers remain conscious of the environmental and social impact of the products and services they choose to buy.
With this in mind, sustainability messaging could make a difference, but with the Advertising Standards Authority (ASA) recently clamping down on exaggerated and misleading green claims, there are key rules marketers need to follow. Marketers should base every green claim they make on verifiable, up-to-date evidence – and ensure their customers can access resources that prove their claims.
Now is the time for organisations to invest in capability
Even if marketers have a robust plan in place to manage the challenges of food inflation, their success depends on their ability to execute that strategy effectively. In a market where consumers remain extremely price-sensitive, the way brands communicate price changes can have a direct impact on customer trust, loyalty and long-term perception.
Now is the time to invest in skills to communicate price changes expertly while elevating organisational capability. Moving beyond siloed execution ensures teams align on shared standards rather than fragmented individual efforts.
Clear copywriting, strong marketing communications and compelling storytelling all play a crucial role in helping brands explain price increases and supply chain issues in a way that feels transparent, personal and authentic.
Importantly, these capabilities extend far beyond inflation messaging. The same communication skills can strengthen product launches and support broader brand-building efforts. In that sense, investing in marketing and communication expertise is a no-brainer. It’s a worthwhile, long-term investment that is becoming a strategic necessity as economic pressure rises.
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