One in five Brits get their food inspiration from Facebook

A study by appliance manufacturer Gorenje has revealed that 22% of Brits source their food inspiration from Facebook, with social media platforms becoming a ‘go to’ destination for culinary ideas.

Facebook is the most popular social media network for food inspiration, followed by YouTube (12%) and Pinterest (7%). One in five Millennials get their inspiration from Instagram and Pinterest, while 20% of young people go to YouTube for foodie content.

The report said the top five places overall that Brits get their food inspiration from are: websites (37%), followed by books (26%), family (25%), Facebook (22%) and TV shows (21%)

Although the survey reported websites and social media platforms as the main source of foodie inspiration, there has also been a rise in young people watching cookery programmes, with 57% of 16 to 24-year-olds watching more than they did years ago.

The research, conducted by Censuswide in January of more than 1,000 consumers, looked at eating habits across the UK. It uncovered some surprising findings.

Some 25% would choose a recipe based on its health benefits. Brits from Edinburgh are most likely to eat five or more portions of fruit and veg a day (20%), compared to just 1 in 20 Londoners (5%).

Stuart Benson, sales director at Gorenje commented: “Food culture plays a prominent role in our everyday lives and is a constantly changing area. In the past, people wanting to expand their culinary expertise would buy cookbooks and watch cooking programmes, whereas today social media platforms act as the key source for inspiration in the kitchen. This developing trend prompted Gorenje to unroll a series of ‘Food Simplified’ recipe videos to its Facebook and Twitter channels.

“In spite of these changes, it is fascinating to discover young people are watching more cooking programmes than they did five years ago. Most likely, the success and influence of shows such as BBC1’s ‘The Great British Bake Off’ are getting young people interested in bringing a touch of artisan excellence to their kitchens.”

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