New research from Spinnaker reveals that around 4 million adults have shared pictures of food online. A newly-published report from the Brand Humanisation specialists throws new light on our changing relationship with food in the UK.
For just over one in five adults in the UK, food is more than just something to eat; it is a passion as well.
In common parlance, a foodie is someone with a particular interest in food but now, for the first time, research from Spinnaker gets under the skin of who foodies really are and what makes them tick.
The research revealed that fewer than 2% of people are true ‘foodies’; so passionate about their nosh that they’ll even plan holidays and weekends away around where or what they want to eat.According to the ‘Defining Foodies’ report, the Internet and cookery shows have had the greatest impact on the British love affair with food. Almost six in ten adults fire up the computer before firing up the stove. And with almost 43% of Brits tuning into cookery shows on the television, it comes as no surprise that some 4.1 million have a favourite celebrity chef. Spinnaker’s report identifies the role of the Internet in fuelling our passion for food:
Alexandra Curley, Insights Director at Spinnaker said:
“The internet has had a huge impact on Brits and their relationship with food. In 2014, almost six out of ten adults used the Internet in some way to find recipe inspiration or to share pictures of food that they are about to tuck into. Interestingly, our research also reveals that the relationship between food and the Internet has changed. The food we make, eat (and increasingly photograph and post online) has become a social prop helping people to craft a more compelling online identity with their social networks.”
Foodies are most likely to be women aged 25-34 and our research shows that starting a family may even deepen the relationship with food as parents become more preoccupied with the origins of the food they feed their young children. Households with children aged 0-4 have a higher proportion of foodies than those with older children, or no children.
With a greater range of restaurants and specialist food retailers on their doorstop, it follows that a higher proportion of Londoners are true ‘foodies’ compared with other regions. Spinnaker tips Northern Ireland as a foodie hotspot with one in three adults in this region displaying a deeper more complex relationship with food that goes beyond baking and eating. There are fewer foodies to be found in the South West and Wales where, aside from eating it, almost three in ten show little or no interest in food.
Essential reading for any brand in the food and drinks industry, Spinnaker’s report ‘Defining Foodies’ takes the reader on a journey, identifying who they are, as well as their brand interaction habits. The report also provides deeper insight into the type of messaging that truly speaks to them. To request for your free download of ‘Defining Foodies’, or to find out more about what we do, click here.