Blog: Consumers are cooking for social media - and how brands can capitalise
Katy Askew | 28 September 2016
A new study commissioned by Arla Foods-owned Lurpak in the UK has found one-in-five people make a “nice looking meal” with the sole purpose of posting it on social media sites like Instagram, Facebook or Pinterest. The survey of 2,000 adults also discovered, in the competitive world of social media, quite a few of us are actually cheating to claim credit for food that was, in fact, cooked by others.
Media psychologist Emma Kenny explains on average people are spending five hours a week consuming food-related media (by way of social and traditional media) and just four hours a week actually cooking.
“With so much delicious food content online, there’s pressure to compete on social media channels. Research by Lurpak shows however that less of us are actually cooking. We’re faking it – taking pictures of food prepared by other people,” Kenny suggests.
Lurpak is launching a “Game On, Cooks” campaign which, it says, aims to encourage people to “stop scrolling and hash-tagging and start cooking”. This is an interesting approach. But perhaps there is also another opportunity for food makers hidden in these trends.
So-called “foodie culture” has been a big challenge for legacy food makers. Understanding it – and the fact that many of the people contributing to its rise are not, in fact, the super cooks that their social media accounts might suggest – represents an equally big opportunity. People want to cook – but often they simply do not have the skill set that matches their lofty ambitions.
Brands that offer solutions to this – be it through meal components, ready-to-assemble meals, recipe suggestions and the like communicated at point-of-purchase as well as on social media – could well capitalise.
Hain Celestial, under the scrutiny of the investment community in recent months and facing some challenges in its domestic market, has announced another shuffling of its management pack....
FrieslandCampina, which today served up higher profits but lower sales for 2016, is ready to offload the last non-dairy business owned by the Dutch cooperative giant....
Brazil remained in the international business headlines this week as a number of markets put restrictions on the country's meat imports after it launched a probe into the industry. Further north in th...
To follow on from our earlier notice and after some hard work from our technical team, just-food is back live after today's power outage....
Much of the UK has felt the impact of Storm Doris today - and just-food's head office has been no exception....
- General Mills sales woes continue - analysis
- Comment: Meal kits in US - don't believe the hype
- Why personalisation will take-off in US food
- US food next wave on display at Winter Fancy Food
- Analysis: Chocolate sector's deforestation pledge
- UK own-label firm Park Cakes sold in MBO
- Unilever 'lining up spreads sale'
- Kraft Heinz cuts jobs in US, Canada
- Immigration crackdown "risk" for US dairy industry
- Fonterra cuts earnings forecast