Food on Instagram 🍴

Notizia pubblicata il 16/07/2019

When Instagram influences the way you eat…

From your traditional grandmother's dish, to fast food, or even to vegan burgers, you will no doubt have noticed that food trends are constantly evolving and metamorphosing. Consequently, the entire production and communication chain is being transformed to adapt to our desires and push us towards new food trends.

You may not realize it but Instagram is a big influence in your latest unexpected craving.

Preparing a dish has never been so photogenic.

Changes in nutrition are becoming faster and more frequent since the emergence of food trends on social media. Many culinary trends are emerging on Instagram and other social networks and are are continuing to grow.

Influencers such as @naturallyella, @parigote, @lafoodographe, @alicepages or @mon_insta_diet manage to make foods look photogenic that we had not previously eaten, or seldomly ate. They continue to arouse consumer interest for these forgotten products by creating impressive content.

This is how culinary trends are created and developed worldwide, as François Chevallier explains in an article for Télérama:

“The average food instagrammer connects eighteen times a day on average and consumes four times more content than other communities. In France, more than 300,000 users consult at least one restaurant or food page daily on a photo sharing application."

Is this phenomenon here to stay or is it just a trend?

While these influencers can be great vectors for promoting the food sector, Instagram is also generating new forms of behavior, which are changing the way we eat.

Indeed, many culinary trends have appeared such as, finger foods to fast food, smoothies in jars, or even latte art… All these trends although present on Instagram are competing with perhaps THE biggest trend at the moment, health based foods.

When “healthy” becomes a state of mind.

Whether it is organic, vegetable, or gluten free, these lifestyles are no longer mere fads launched by digital influencers, but indeed real trends which are consolidating and are intended to be sustainable.

Indeed, currently posts about food on Instagram are overwhelmingly green-oriented with the hashtag #Healthy meaning "eat healthy" or #Vegan.

According to Linkfluence, on Instagram, food posts associated with sport produced over 707K of content between January 2016 and January 2017. Of these posts, 73.3% of the authors are women between 18 and 34 years old.

A trend that rhymes with obsession?

In recent years, the "healthy" lifestyle has therefore taken on a disproportionate scale which sometimes turns into an obsession and or judgment of others.

Gluten free, no lactose, veganism or vegetarianism, and fat free are just some of the health trends that have seized our plates. It has affected our relationship with what we would consider “unhealthy foods” by injecting us with an unnecessary amount of guilt if we were to consume these foods…

Despite these new trends, Instagram users can sometimes get lost between the quest for pleasure and the quest to well-being.

With over 145.7 million posts mentioning the hashtag “foodporn”, Instagram might well be the source for all of our hunger and midnight craving. 

So, sweet potato fries, buddha bowls, or quinoa salad anyone?

- Maëlle @YOÔ

< Indietro