Eventographic: Foodie facts from Spinnaker

Foodies welcome brands' communication, according to new research from brand humanisation specialist Spinnaker.

Spinnaker looked to uncover what a foodie really is and what makes them tick
Spinnaker looked to uncover what a foodie really is and what makes them tick

The latest report in its Human Insights series, 'Defining Foodies', seeks to pinpoint exactly who foodies are, and what makes them tick.

Among the key findings of the research was the suggestion that foodies enjoy communication with (and from) brands, both on- and offline. Almost half (49%) of those surveyed said that interacting with brands online makes them feel like part of a community.

Reasons for interacting with brands online included: to find out more about a product, to buy a product and to get a special discount.

The research suggests that just over one in five adults in the UK think of food as more than just something to eat – it’s a passion.

Percentage-wise, 55% of consumers fall into the ‘fledgling foodie’ category, 23% are foodies, and 22% see food as only fuel.

However the report suggests that less than 2% of consumers are true foodies – those who are so passionate about their grub that they plan holidays and weekends away around where or what they want to eat.

Looking at the make-up of a foodie, more than four in 10 (42%) live in a middle-income household, more than half had no children (53%), and they are most likely to be women aged between 25-34 years old.

The internet and cookery shows have stoked the fire of foodie’s passion, with around four million adults having shared pictures of food online, according to the research.

Online mentions of 'foodie' have also grown significantly from just 2,700 in 2007 to 191,000 in 2014.

Alexandra Curley, insights director at Spinnaker, said: "In 2014 almost six out of 10 adults used the internet is some way to find recipe inspiration or to share pictures of food that they are about to tuck into.

"Interestingly our research also reveals that the relationship between food and the internet has changed. The food we make, eat (and increasingly photograph and post online) has become a social prop helping people to craft a more compelling online identity with their social networks."

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