31% of UK food shoppers relate to influencers that post food-related content

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 01, 2019, 11:16 AM UTC

Instagram and Accenture surveyed people in the UK aged 18 and above.

The research polled 1,666 people in UK on their food and drink content preferences. The study revealed that 39% of Instagram users believe themselves to be fans of food and/or drink related content.

Three in ten UK consumers that use social media sites or apps to decide what food products to buy, find brand posts helpful in decision making. 31% of UK food shoppers said that they relate to influencers and celebrities that they follow and who also post food related content.

The platform helps new brands establish their products by making it feel more accessible and encouraging trials. In the case of functional products, Instagram can be used to present it in an exciting manner making it seem relevant to a consumer’s daily life.

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