kb-network    News 25 Oct 2016

Gorenje’s latest survey suggests Facebook is the leading UK site for online foodie inspiration

A recent study of more than 1000 consumers for appliance manufacturer Gorenje revealed that almost half of those questioned got their food inspiration from social media platforms and websites.


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 per cent of 16 to 24-year-olds watching more cooking TV shows than they did five years ago.


But in this switched on world where Facebook ‘likes’ are treated as if they are the Holy Grail of all things important, books (remember them?) and family are both more important for foodies.


The top 5 places Brits get their food inspiration from are: Websites (37%), Books (26%), Family (25%) Facebook (22%) and TV shows (21%) Facebook is the most popular social media site for food inspiration, followed by YouTube (12%) and Pinterest (7%),


Regionally, 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%). Only 1 in 4 Brits said the healthiness of a meal would make them more likely to choose a certain recipe (25%), although almost half of respondents from Brighton said this would be a primary factor (46%).


Stuart Benson, sales director at Gorenje (seen here) said: “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 the Great British Bake-off are getting young people interested in bringing a touch of artisan excellence to their kitchens.”