Feeding the Feed: Social Media and youth's food choices

Abstract

We currently live in an era where social media has become a huge element of many people's lives. Gen Z is the first that springs to mind, but in fact all generations are accessing and using social media regularly. In addition, it seems this phenomenon can be found in almost every location around the world and throughout varied income and ethnic groups. We know that a lot of what is being communicated on social media is food and drink related. For example, one study found that food and drink was the most popular topic on Instagram, with 39% of the UK users surveyed identifying as fans of food and/or drink related content⁽¹⁾. But how might this affect food and drink choice and consumption?

Being towards the late end of the Baby Boomer generation I am certainly not a social media expert, but I do find the topic fascinating and have years of experience of sensory and consumer research. I hypothesise that the prevalence of social media is affecting food choice, especially in the younger generation, in many ways. Some of these effects are likely to be positive, but there are also some quite negative ones too! Here are a few points, based on desk research and reflection.

First, food and drink is an important component of many young people's lives. The realm of food and drink is often a symbol of what individuals believe in, to which group they belong, and/or what they aspire to become. In a recent survey, more than half of the US and UK Gen Z respondents said that what they eat is indicative of who they are as a person. In addition, 47% indicated that they will be prioritising more mental health focused eating over the next few years⁽²⁾. For young adults, food and drink seems to be inextricably linked to identity, wellness, and state of mind. And of course, diet and nutrition is important. Such aspects, along with exercise, are often seen as a way to attain a healthy and attractive body.

Social media serves as an intersection where the world of foods, drink, and online interactions converge. It encompasses a variety of contexts, including sharing images of what individuals are eating or cooking, recipes and suggestions of products to buy, nutritional and diet information and advice, food service adverts and promotions, etc. Additionally, social media is used for inspiration and guidance on out of home eating and drinking occasions. For instance, one study found 48% of British consumers surveyed use social media to find recommendations of places to eat and drink out⁽³⁾. Each social media platform has the potential to spotlight various facets of food and drink presented in a variety of formats.

However, amidst the abundance of information out there, the lack of qualified food or nutrition professional curation in certain cases remains a concern. The key to navigating this considerable amount of information is critical appraisal skills. While reputable organizations like the Institute of Food Science and Technology (IFST) and the European Food Information Council (EUFIC) offer valuable factual details and guidance on nutrition and healthy dietary choices, it's inevitable that inaccuracies and biases may also permeate social media platforms. Sifting through suggestions on a social media feed, and deciding which come from a credible source, and which make sense, and which do not, can be very difficult for individuals lacking the proper background.

Social media can affect the food and drink choices of individuals, including those of us with food and drink or nutritional background. A recent study on a sample of first year nutrition students in the US, found that ‘sports’, ‘nutrition’, and ‘fitness’ were among the most common themes respondents searched for on social media. Over 70% of respondents reported regularly seeing nutrition themes in their news feed, listening to ‘food swap’ advice, and watching videos like ‘What I Eat in a Day’ posted by ‘influencers’. More than half of the respondents said they found themselves comparing their diets to those of influencers they follow. About half reported adding or subtracting foods from their diet specifically because of a social media post, and 48% reported feeling judged or criticised about their food choices⁽⁴⁾.

Alongside core knowledge and critical appraisal skills essential for navigating food and drink content on social media, it's vital to acknowledge the profound impact of psychological and social factors. Social media operates via social influence theory; people want to follow social norms and be accepted, and therefore may change their food and drink consumption habits based on what people/groups they trust, or aspire to be like or part of, say or do. These effects may vary for different food groups. For example, in a UK study, a group of university students were found to be likely to eat more fruit and vegetables if they thought Facebook users did the same. On the other hand, participants were found to consume more energy dense snacks and sugar sweetened beverages if they thought Facebook users should be consuming these type of food and drinks⁽⁵⁾. We all now tend to judge ourselves and others (sometimes harshly) based on what we eat, what we can cook, what restaurants we go to, etc., and much of this is due to what we see on social media.

The influence of social media on the younger generation relates to the sheer amount of material they are exposed to, the appeal of products presented, social cues, and the inherent viral nature of engaging posts. A 2021 UK project asked a group of teenagers to crowdsource online food and drink marketing. More than 70% of the marketing collected came from four social media platforms. Over 70% of online food and drink adverts seen were coded by a third party as ‘unhealthy’; i.e. High in saturated Fat, Salt and Sugar (HFSS); and participants in lower income groups were exposed to more unhealthy marketing than those in higher income groups. In addition, nearly a quarter of the marketing the teenagers reported came from ten big food and drink brands, including two food delivery companies. Over 80% of participants agreed that food and drink marketing has a great influence on eating and drinking habits⁽⁶⁾.

Social media can be used to promote healthy eating: in a study on women students at a UK university, those who viewed highly liked mock Instagram posts of fruit and vegetables ate a significantly higher proportion of grapes than cookies, with consumption of grapes increasing by 14% more calories, compared to those who viewed highly liked high calorie foods. The findings indicate that exposure to healthy food images on social media that are heavily endorsed with ‘likes’ may nudge people to choose more healthy foods⁽⁸⁾. In general people will tend to share social media posts of food that makes them feel good, and in terms of evolutionary psychology, what makes us feel good is food and drink which is high in calories (aka in modern life: fattening!).

Another perspective is that choosing healthier food may need a more analytical mindset. Research has shown that rather than attempting to make calorie-light foods into feel good objects, marketers can help promote healthier food media by cueing consumers to think more deliberately before exposure⁽⁹⁾.

In addition to the points above, it should not be forgotten that social media has the potential to expand our culinary world and experience new things, particularly when it comes to food variety, ethnic foods, and rituals and festivals associated with food. For example, in a quick search for ‘food festival’ on my Instagram account, posts relating to Latino, Lao, Cuban Sandwich, East Anglia, Texas, Taste of Taiwan, Africa, Llangefni, and more food festivals, appear. What a tour of culinary experiences! And it would not be possible to have such engaging, and sensorial in many cases, interaction without social media. For example, 53% of the Gen Z respondents in the US and UK survey mentioned earlier, said they find inspiration for new foods via TikTok⁽²⁾.