By James Lovejoy
Indeed, an analysis of the current conversations on social media reveals just how mainstream the health food trend has become. Brandwatch’s latest social media report on food and beverage outlines the way conversations around food are changing, how brands are adapting to these changes, and the role social media plays in understanding, shaping and propelling such discussions.
For starters, let’s take a look at the map below, which shows how the ratio of “kale” to “bacon” mentions differs across the US.
While the relationship is not causational and eating Kale does not magically turn a conservative into a liberal, social media data clearly indicates that our discussions of food play an increasingly important role in our identities (or vice versa).
Indeed, as our unique dietary tastes and needs expand, so do the options on grocery store shelves. Consider the figure below, comparing interest groups among a few healthy snack bar options.
Knowing that the industry is undergoing significant change, it is imperative that brands are prepared to adapt and stay ahead of those changes. While traditional media only permitted brands to reach out or advertise to consumers, the social sphere allows that communication to become a two-way relationship.
All that brands have to do is open up their ears and listen to the public feedback. They need to be empathetically listening to consumers before they can really understand specific needs and interests.
James Lovejoy, the Content Researcher at Brandwatch, a leading social media analytics tech company. With a background in Psychology and Economics, his role is understanding and conveying how the social world affects businesses. Analyzing large volumes of social media data, James heads many of Brandwatch’s industry research reports.