insight 6.1

You’ll find a variety of digital food content ranging from artistic culinary masterpieces to clever hacks and how-tos throughout popular social platforms. These mixes of content have varying degrees of influence on the purchasing behaviors of home cooks, especially when it comes to brands.

Allrecipes’ 2016 Food and Social Survey explored how social food experiences are affecting consumers’ shopping and cooking behaviors. Survey results indicate that cooks have a heightened degree of interest in food as a form of entertainment. Post descriptions such as controversial, humorous, and shocking rank highest on image-centric sites such as Instagram, YouTube, and Snapchat.

insight 6.2

Click here to read this insight and seven others revealing the intersections of food and social in Allrecipes’ latest Measuring Cup Trend Report.

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Jackie Logan
Social & Culture Specialist