Social influencers for food choicesJuly 1st, 2019
Social media plays an increasingly important role in what the U.K. consumer chooses in-store.
Consumers are focusing on what they see as online lifestyles rather than repeated brand messaging.
Independent research showed over 50% of a survey group of shoppers aspired to cook more of what they saw on Instagram, and millions of home cooks managed their weekly shop based on recipes to be tried rather than repetition of a set list.
A percentage of home cooks said social media is more of an inspiration and influence on food choices than TV and magazine media channels.
What still remains the key for shoppers is convenience in store. If a shopper can find the latest on-trend ingredients as promoted online by their favourite influencer, this is a tangible competitive advantage.