Matcha of the Day: How social media has upended food fads
Food fads have been a part of the market for decades - but social media has made their lifecycle faster, shorter and harder to predict, writes Adam Maguire.
Social media has fundamentally altered the landscape of food fads. While the allure of Macha, Ube, and functional foods may appear novel, the history of food trends is anything but new. Factors such as health-consciousness, celebrity endorsements, technological advancements, novelty, and exoticism have consistently fueled these trends. However, the speed at which food fads emerge and fade has been revolutionized by social media.
The lifecycle of a food fad has become dramatically accelerated since its inception. While some food fads took decades to gain mainstream attention, such as the Atkins diet or fondue, social media has enabled trends to spread from obscurity to global phenomena within hours. This rapid change has forced food companies to adapt swiftly, from days to weeks instead of years.
The advent of social media has also given rise to a diverse array of food fads, ranging from indulgent treats like Dubai Chocolate to health-conscious options. Larger food and drink companies have responded by employing experts who monitor market trends, track competitors, and ensure timely product development. Smaller firms, however, often rely on support from organizations like Bord Bia in Ireland, which offers insights and data to help clients navigate the ever-changing food fad landscape.
Written by urgent.news from RTE News's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
