Healthy eating conversations on social media mostly get people angry: Immediate Future report
Immediate Future's newly-released report, using data analysed from social intelligence tool Brandwatch, looks at the rising healthy eating and healthy food trends on social media in the UK.
Despite mostly positive posts, there are some that are passionately angry and disgruntled at brands, the government or celebrity chefs who are pushing the healthy eating agenda.
Brands venturing into this topic should consider early planning and steering clear from political and divisive subjects.
“Shares, accounting for almost 40% of social posts, are driven by two core behaviours: anger (and some pretty spicy language), at the affordability and cost of eating healthy food; and the making of healthy foods, from recipes and planning, to food origins,” said Immediate Future CEO, Katy Howell.
The report focuses on the topic of affordability, combining wider discussions around policy, politics, poverty and celebrity comments. If brands can't be viewed as authentic or honest, government intervention and advice from chefs and public figures can seem patronising as they do not relate to the realities faced by poorer communities.
Accoding to social data analysed by Brandwatch, 39% of posts around cost mention the affordability of healthy food options while a contradictiory 30% declare that eating well is an expensive activity. Surprisingly, 42% of men who talk healthy eating on social tend to rant!
Healthy eating is expected to continue as a trend on social, beyond January resolutions. UK consumers are increasingly conscious of and becoming more educated about what they eat. For relevant brands, this is an opportunity to raise awareness and engage with consumers in a growing sector.
“Joining the healthy food trends is perfect for food, fitness and weight-loss brands," said Howell. "However, companies must plan. Awareness of the topics that both spark debate and anger should form part of your brand’s approach. Transparency and authenticity are key if you don’t want to be battling negativity on social.”
The report looked at posts that mentioned healthy eating and healthy foods, reviewing a year’s worth of social data.
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