As if social media didn’t have enough on its plate

One in five Britons has posted a picture of their food on social media or sent it to a friend in the past month, a fact that some may find bemusing or depressing, but one that Waitrose believes shows how Britons’ “relationship with food” is changing.

Indeed, more than 2 per cent of the nation will have shared a picture of food on social media in the past 24 hours, while 44 per cent will make more effort with their cooking if they think a photo may be posted, the grocer suggests in its new Food & Drink Report.

Rob Collins, managing director, said: “As a nation we’re expressing ourselves through food as never before. From healthy eating and the explosion of food photography on social media to our desire to entertain others through cooking, food is today’s hottest social currency. Through it, we tell others about ourselves.”

According to the report, 60 per cent of Britons claim that the food they choose to eat now is “naturally lighter and fresher than give years ago”.

For example, Waitrose says, shoppers are swapping potatoes for aubergines in cooking or choosing mini-treats instead of full-size options. Other top sellers included seaweed, churros, cactus water, charred food, coconut flour as well as seeds and grain and Asian-inspired Bao Buns.

The findings in the report also show that 80 per cent of Britons are more concerned with where food is sourced, while 46 per cent throw away less food than before. Sales of “wonky” vegetables, organic beauty products and food storage containers are also on the up.

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