How to discover emerging food trends with social media data

Anna Hamill

Marketers can use a wealth of unbiased data such as social media and search to determine the next big food trend and capitalise on it.

According to Catherine Cooke, Digital Insights Director at media agency Mindshare UK, social media data can keep brands ahead of the curve when it comes to identifying new trends.

With visually-oriented platforms such as blogs, Instagram and Facebook offering snap-happy users the opportunity to share every meal with their followers, there is a now a wealth of primary information that marketers can draw upon to understand the ‘next big trend’ in the food space before it hits the mainstream.

Cooke cited social media’s scale – her team analysed at least 10 million posts about food in the UK...

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