Researchers at Aston University have discovered that engaging with health-focused social media accounts for just two weeks leads to increased fruit and vegetable consumption and reduced intake of unhealthy snacks.
Earlier studies have indicated positive social norms regarding fruit and vegetable intake boost individual consumption. The team at Aston University aimed to explore if a similar positive portrayal of healthy foods on social media platforms would yield comparable results. The study was conducted under the leadership of Dr Lily Hawkins as part of her PhD, with guidance from Dr Jason Thomas and Professor Claire Farrow from the School of Psychology.
The study involved 52 social media users with an average age of 22. These participants were divided into two groups. The first group, the intervention group, was instructed to follow Instagram accounts promoting healthy eating and their regular social media content. The control group was tasked with following accounts related to interior design. Over the two weeks, participants logged their food and drink consumption.
The findings showed that those in the intervention group consumed, on average, an additional 1.4 portions of fruits and vegetables daily and 0.8 fewer items of energy-dense foods, like sugary snacks and drinks. This improvement is significant compared to results from previous educational and social media-based initiatives to enhance dietary habits.
Dr Thomas and his team attribute the change in dietary behaviour to a sense of affiliation with the influencers on the healthy eating accounts, noting that the effect was more substantial among those who felt a connection with other Instagram users.
Considering that the 2018 NHS Health Survey for England revealed only 28% of UK adults meet the recommended five portions of fruit and vegetables per day, and low consumption is linked to significant health issues such as heart disease, cancer, and stroke, finding effective methods to increase fruit and vegetable intake is crucial. Previous successful interventions include posters in public places like canteens and bars to promote healthy eating and discourage excessive drinking. With the widespread use of social media, the researchers are optimistic about its potential to promote healthy eating norms, especially among the younger demographic.
Dr Thomas commented on the implications of the findings, stating, “Although this is just a pilot study, the results are quite promising, suggesting that even small changes to our social media interactions could lead to significant dietary improvements at no cost. Our future research will focus on whether these interventions alter perceptions of others’ eating habits and if these changes are maintained over time.”
Dr Hawkins, now based at the University of Exeter, reflected on their findings’ broader impact: “Our earlier research showed that social media norms could subtly influence eating habits, and this pilot study confirms that such influences extend to real-world behaviour. We are eager to see if these results can be replicated in a larger, community-based sample.”
More information: Lily Hawkins et al, Can social media be used to increase fruit and vegetable consumption? A pilot intervention study, Digital Health. DOI: 10.1177/20552076241241262
Journal information: Digital Health Provided by Aston University
