When consumers start to feel the pinch they will aim to cook at home more often but will want to create restaurant-style meals. The average home cook will spend roughly 5 hours a week searching for new recipes online. Furthermore, 1 in 4 home cooks will try new recipes every week.
10% of consumers use social media as a great point of inspiration for their home cooking over TV and magazines. In fact, 6% of Brits will use Instagram as the number one place for recipe inspiration. Additionally, studies show that there are over 1.7 billion recipe pins on Pinterest and 3.5 million followers on cooking pages on Facebook.
GCL takes a look at how social media is changing the way we cook.
Videos
With the rise of recipe videos, consumers feel more confident in the kitchen as they are shown a step by step process presented to them in a simplistic manner.
One supermarket is encouraging customers to microblog what they produce with the products. The #Beautifullysimple showcases quality ingredients in the hope to get consumers cooking simple everyday meals. At the time, the supermarket was also offering 25% off key recipe ingredients with the suited recipe card next to the shelf.
Influencers
Consumers are now following social media accounts to get recipe inspiration. These profiles boost customer influence, through active consumers that share and create information about their experience of this recipe. This creates a community to help shape trends and boost consumer confidence at cooking at home.
New Ingredients and Supply Chain
Consumers now want to know what is happening at every step of the supply chain. One way for reassurance is through mini videos about each stage of the procurement line. This will educate consumers about provenance as well as new ingredients. An example of this would be CBD oil as consumers research the numerous health benefits of such plant and how they can consume the product.
In contrast to this, an Instagram account has been created called “@cookingforbae”. This captures all students who are trying to cope with a limited budget but in an inventive manner (GCL promises that we do not take inspiration from this account!).
Please follow GCL on @gcl_foodingredients where we show you how you can use our products to make Intstagrammable dishes.
