A new report reveals that nearly one million Scots have turned to social media for food purchases, highlighting trends and safety concerns.
Food Standards Scotland (FSS) has released a comprehensive report shedding light on the evolving trend of food sales via social media platforms. The study indicates that roughly 21% of the Scottish population, equating to nearly one million individuals, have engaged in purchasing food through social media, with Facebook Marketplace emerging as the most favoured platform for such transactions.
Since its launch in 2016, Facebook Marketplace has enabled users to both create and sell homemade food products, a phenomenon that saw notable growth during the COVID-19 pandemic, which began in 2020. A significant finding of the FSS report suggests that bakery and confectionery items comprise nearly two-thirds of all ready-to-eat foods sold on Facebook Marketplace.
Out of the 223 participants surveyed who reported having purchased food through social media, findings reveal varying motivations behind their decisions. Main reasons included the desire to support local food businesses (48%) and the convenience such platforms offer (42%). The report also details that one-fifth of listings were composite products, such as afternoon teas or buffet options, which typically required direct communication between buyers and sellers to customise orders.
Additionally, takeaway meals that are collected or delivered hot represented approximately 12% of food sold on the platform, underlining the trend of using social media for food ordering. Comparatively, high-risk foods, such as sushi and cured meats, accounted for only 1.2% of the listings, although their presence signifies the necessity for sellers to have adequate knowledge regarding safe food production.
A crucial aspect of the report highlights that many advertisements for food products lack vital information, including ingredient lists and allergen warnings. This points to the need for improved communication between buyers and sellers to enable consumers to make informed choices.
Dr Karen Pearson, Senior Scientific Advisor at Food Standards Scotland, commented on the significance of the findings: “Social media platforms are transforming how people buy food and this research has provided a baseline to help us to understand the variety and scale of this method of selling in Scotland. This convenience, however, might come with risks and it is essential that both buyers and sellers understand the nature of these types of foods so they can make informed choices. Sellers may not have the knowledge to produce safe food, particularly if they are producing higher risk foods.”
In response to the research findings, Food Standards Scotland plans to develop tailored guidance aimed at assisting small-scale sellers operating within social media platforms. This initiative aims to ensure that food producers are well-informed about the necessary registration as a Food Business Operator and the corresponding obligations associated with food sales.
The full report, along with the FSS’s response, is accessible through the FSS website, offering a deeper insight into the dynamics of food sales on social media within Scotland.
Source: Noah Wire Services
- https://www.foodmanufacture.co.uk/Article/2024/10/09/The-future-of-food-standards-in-the-UK-at-risk-FSA-report/ – Provides context on the challenges facing food standards in the UK, including labour shortages and the impact on food safety, which is relevant to the broader discussion on food sales and safety.
- https://www.food.gov.uk/news-alerts/news/new-food-standards-agency-and-food-standards-scotland-report-highlights-food-safety-and-standards-resourcing-challenges – Details the annual ‘Our Food’ report by the FSA and FSS, highlighting resourcing challenges and the importance of skilled professionals in maintaining food safety standards.
- https://techjury.net/blog/facebook-marketplace-statistics/ – Provides statistics on Facebook Marketplace usage, including its popularity and user demographics, which supports the claim that Facebook Marketplace is a significant platform for various transactions.
- https://capitaloneshopping.com/research/facebook-marketplace-statistics/ – Offers detailed statistics on Facebook Marketplace, such as the number of users and the types of products sold, which corroborates its role in food sales and other transactions.
- https://www.food.gov.uk/sites/default/files/media/document/Our%20Food%202023%20Report__Accessible_1.pdf – The full ‘Our Food’ report by the FSA and FSS, which includes data on food standards, safety, and the challenges faced by the food industry, including those related to social media sales.
- https://www.food.gov.uk/news-alerts/news/new-food-standards-agency-and-food-standards-scotland-report-highlights-food-safety-and-standards-resourcing-challenges – Highlights the need for adequate knowledge and regulations in food production, especially for high-risk foods, which aligns with the FSS report’s findings on food safety on social media platforms.
- https://techjury.net/blog/facebook-marketplace-statistics/ – Mentions the growth of Facebook Marketplace during the COVID-19 pandemic and its popularity among different demographics, supporting the trend of increased food sales via social media.
- https://capitaloneshopping.com/research/facebook-marketplace-statistics/ – Details the global reach and usage of Facebook Marketplace, which supports the claim that it is a favored platform for various transactions, including food sales.
- https://www.foodmanufacture.co.uk/Article/2024/10/09/The-future-of-food-standards-in-the-UK-at-risk-FSA-report/ – Discusses the issue of food insecurity and the rising cost of living, which could influence the motivations behind purchasing food through social media platforms.
- https://techjury.net/blog/facebook-marketplace-statistics/ – Highlights the convenience and local support aspects of using Facebook Marketplace, which aligns with the motivations of buyers to support local food businesses and the convenience offered by the platform.
- https://capitaloneshopping.com/research/facebook-marketplace-statistics/ – Provides insights into the types of products sold on Facebook Marketplace, including composite products and takeaway meals, which supports the variety of food items sold on the platform.
