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One in five share food on Instagram and social media each month, according to Waitrose trends report | Box Appetit

| by Drew Middleton

food, instagram, social media, waitrose, report, share

According to The Waitrose Food and Drink Report 2016, one in five of us admit to sharing food photos on social media such as Instagram (at least) once a month. It also reveals top trends: healthy eating fads, 'al desko' dining, food as self-expression.

Hands up: have you shared a snap of a mouth-watering burrito, lush lunch box or Chinese takeaway in the past month? Probably, yes. However, you're far from alone reveals Waitrose in their 2016 report on Food and Drink trends...


"One in five Brits has posted a picture of their food on social media - or sent a snap to a friend - in the past month"

That's roughly nine million people living in the UK who are regularly creating and uploading foodie content for their followers to like, share and comment on. An astonishing stat - but the facts below won't be too obscure to most...

waitrose, food, drink, report, 2016

Credit: The Waitrose Food and Drink Report 2016

Around 40% of us will make more effort to prepare meals and focus on presentation if they think it will be posted onto their social channels.

One in three 18 to 34-year-olds will publish 'dinner plate selfies' online; the likelihood of millennials  Forget frolics with friends, new cars, fancy fashion purchases and family memories: it's what we guzzle down our gobs we care to show the world.

waitrose, food, drink, report, lunch, lunchtime, data

Credit: The Waitrose Food and Drink Report 2016

On the red-hot topic of lunch - we know it all too well, we're experts -  job, age and location all influence lunchtime choices people make. Further to this a staggering six in 10 eat lunch 'al desko' (on-the-go, at your office desk) so now more than ever, investment in a convenient lunch box is a wise decision.

With sales of sushi, salad and sandwiches on the rise perhaps its time to switch to homemade nori rolls and sarnies to stop you purchasing expensive shop-bought versions (which of course you can post, gram or tweet).

waitrose, food, drink, lunch, al desko

Credit: The Waitrose Food and Drink Report 2016

Rob Collins, Waitrose's managing director, raises food for thought based on the research:

  • "Living well is something to celebrate, as in an increased awareness of the environment and waste"
  • "From healthy eating and food photography on social media, to our desire to entertain others through cooking, food is the hottest social currency"
  • "Expressing yourself through food is not just about how your plate looks. It goes far deeper. What and how we choose to eat is also an expression of our attitude towards health and wellbeing. Healthy eating is no longer a bolt-on to how we live – it’s an integral part of who we are... more than 70% of us regard healthy eating as part of our identity"

He later explains how Instagram culture has impacted the way we view food: expressing health, eating hip foods and becoming a more conscious consumer are now commonplace in day-to-day living.


And the trends popular on social right now? Seaweed, churros, wonky veg, cactus water, seeds and grains, charred food, coconut flour, picanha (Brazilian rump steak), veggan diet (vegan WITH eggs) and bao buns. Give them a try.

From our angle, #zoats (zucchini with porridge oats), charcoal filtered water and the 'balanced plate philosophy' are fashionable right now. 

Today's To-Go: be proud of your healthy lunches and share them on Facebook, Instagram and Twitter. They will express your identity and may inspire others to follow suit.

Follow us and use the hashtag #boxappetit to share your lunch boxes. See here for the full Waitrose Food and Drink Report 2016.

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