Jumping on the Bandwagon – How to Make the Most of Customer Momentum

We’ve all done it. Spotted a long queue outside a café and thought, “Ooo, that place must be good.” Or reached for a product in the supermarket simply because we’ve seen lots of other people buying it. That’s the bandwagon effect in action. It’s a powerful bit of consumer psychology that says when people see others doing something, they’re more likely to join in too. And for food and drink brands, understanding (and harnessing) this effect can make a huge difference in how products are marketed, positioned, and experienced in-store.

What is the Bandwagon Effect?

The bandwagon effect is a behavioural bias where people are influenced by what others are doing. They jump on board because something seems popular or socially accepted. We see it happening all the time, from when we’re children all the way through to adulthood. Popularity breeds popularity.

It’s why limited-edition drinks sell out before anyone’s even tried them. It’s why Starbucks are currently scrambling to restock Bear Cups, because they’re selling faster than they can deliver them. They’re even selling for huge amounts on eBay! People tend to trust the crowd. If everyone else seems to love it, it must be worth trying. In marketing terms, this is gold dust. The bandwagon effect can help brands build momentum, drive social proof, and turn curious browsers into confident buyers.

Why It Matters for Food and Beverage Brands

Food and drink are both very emotional categories. They’re driven by taste, mood, social experiences and trends. That means that customers in this area are very receptive to the bandwagon effect. Here’s why it matters:

Popularity drives trial: when shoppers see other people reaching for the same product, it creates a sense of excitement and reassurance. A shelf that looks ‘shopped from’ is a good sign here – it tells customers ‘This one’s popular, better grab one before it’s gone’.

Social proof builds trust: People trust other people more than they trust marketing and advertising. Which means reviews, influencer mentions, and seeing products in their friend’s hands all reinforce that something’s worth buying. That kind of organic buzz is priceless.

Trends move fast: Which means visibility is everything. From protein-packed snacks to plant-based everything, the food world thrives on trends. If your brand can position itself where the buzz is (whether in-store, online or in shoppers’ trolleys), you stand a better chance of becoming the next must-try product.

It influences how people feel about your brand: When your product looks popular, people subconsciously associate it with quality, relevance and belonging. Nobody wants to feel left out, and buying what’s ‘in’ offers a quick route to connection and confidence.

Tap Into the Bandwagon Effect in Shops

The magic of the bandwagon effect is that it isn’t just something that happens on social media. It’s alive and well everywhere, especially in physical stores. So, if you can do some smart positioning and employ some experiential tactics, you can take advantage of it too. Here are a few tips to get you started.

Make your popularity visible: Use signage, POS or packaging that highlights what’s trending. Phrases like ‘Bestseller’, ‘Customer favourite’ or ‘As seen on X’ can all nudge shoppers to join the crowd and buy. It creates a sense of buzz right at the shelf edge, making your product feel like the obvious choice.

Create a sense of scarcity: Use phrases like ‘Limited edition’, ‘Selling fast’ or ‘Back by popular demand’ to trigger urgency and make your customers act quickly. When it looks like others are snapping it up, people don’t want to miss out.

Position your products where people gather: As well as your standard place on the shelves, consider taking out secondary placements in high-traffic areas. For example, near the checkout, sample stands or feature ends. This amplifies your visibility, and makes sure customers can see others picking up your products. It’s a visual cue that reinforces demand.

Use your ambassadors: This is where sampling comes into play – something we know a thing or two about at Fizz Experience! Sampling doesn’t just get your product into people’s hands. It creates social proof in real time. When shoppers see others stopping to try your product, chatting with your brand ambassadors and then putting it in their baskets, that mini crowd draws more people in. It’s instant buzz, right there in the aisle. Sampling with ambassadors is also a great way to bridge the trust gap. Once people taste your product and like it, they become advocates. They tell friends, post about it online, and unintentionally keep the bandwagon rolling. The more visible that excitement is in-store, the more likely it is that casual browsers will stop and think ‘go on then, I’ll give it a try too’.

The bandwagon effect is a reminder that people don’t make decisions in isolation. They look around, take cues and follow what feels popular and trusted. For food and drinks brands, that’s an opportunity to create genuine excitement – the kind that fills trolleys and fuels word-of-mouth sales. And in-store, nothing sparks that buzz quite like seeing people trying, enjoying and talking about your product. So next time you’re planning your campaign, don’t just think about your message — think about your momentum. Because when it comes to brand love, everyone wants a seat on the bandwagon.

If you’d like to learn more, just get in touch with the team today, and we’d be happy to help!