Foodies Rely on Social Media More Than Any Other Source

An article in the May 2012 issue of Food Technology magazine takes a look at how social media is changing food culture by influencing how consumers think about, talk about, and experience food.

May 14, 2012

CHICAGO- In the old days, family, friends, cookbooks, and food company suggestions were the top go-to sources for consumers looking to find a good recipe. But in today’s digital world, social media, blogs and phone apps are becoming the greatest influencers on the household chef.  An article in the May 2012 issue of Food Technology magazine takes a look at how social media is changing food culture by influencing how consumers think about, talk about, and experience food.

Clicks and Cravings: The Impact of Social Technology on the Food Culture, a joint study conducted by MSLGROUP Americas and The Hartman Group, showed nearly one-third of Americans use social networking sites to find their next recipe or learn about food trends. Among millennials (18-32 years old), the number jumps up to 47 percent.

Social media has changed how Americans learn to cook, plan menus and select recipes. Instead of using recipe cards or cookbooks, consumers are “pinning” favorite recipes to interactive boards like Pinterest, browsing food blogs and pulling recipes from food-focused websites to create an endless inventory of cooking information. 

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About IFT
The Institute of Food Technologists (IFT) is a nonprofit scientific society. Our individual members are professionals engaged in food science, food technology, and related professions in industry, academia, and government. IFT's mission is to advance the science of food, and our long-range vision is to ensure a safe and abundant food supply, contributing to healthier people everywhere.

For more than 70 years, the IFT has been unlocking the potential of the food science community by creating a dynamic global forum where members from more than 100 countries can share, learn, and grow. We champion the use of sound science across the food value chain through the exchange of knowledge, by providing education, and by furthering the advancement of the profession. IFT has offices in Chicago, Illinois and Washington, D.C. For more information, please visit ift.org.

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