Manila, Philippines – In the mid of the COVID-19 pandemic, food has been a frequent topic that sparks hearty discussions for Filipinos on Twitter, expressing their love for food and channeling their inner chefs, as seen on the #DalgonaCoffee, #UbeCheesePandesal, and other food trends that happened during the lockdown.
According to Twitter, just in 2020 alone, there were over 7 million food and drink mentions in the Philippines, which proves that moments with food or just the thought of food alone invites people to share and tweet about it. Out of all the consumer-packaged goods in the market, food is the most talked about on Twitter in 2020 with 57%, followed by drinks with 20%, alcohol with 9%, and beauty with 7%. Food became a conversation starter and an expression of care and concern. In addition, most of the conversations about food at home are on ‘ulam’, which means ‘dish’ in the Filipino Language.
Chandan Deep, the head of emerging business at Twitter SEA, said that conversations on food are highly welcome because people are very passionate about it and they actively engage in these discussions, which is why the buzz keeps on growing.
“In fact, food conversations on Twitter increased in 2020 as more foodies became active in sharing their activities or thoughts related to food. These observations are vital because they help us understand how food conversations evolved during the pandemic. Knowing what’s happening around this community, from how or where to find them, is also helpful for brands as they navigate and make relevant campaigns moving forward,” added Deep.
Twitter has also recorded other insights on Filipino foodies on the platform such as the popularity of home-cooked meals which came about during the lockdown period. About 50% of Filipinos on Twitter shared that they spent more time cooking at home, and more than 1/2 of Filipinos on Twitter are searching the platform for products to buy.
Filipino users were also found to tweet before eating, which presents a marketing opportunity for food brands to promote their products, as 50% of Filipinos discover new brands through the platform. Meanwhile, another popular topic on the app is food for special occasions. Many Filipinos order food from their favorite restaurants or newfound local shops during special days and tweet about it.
With this, Twitter believes that food and beverage brands must consistently share their stories, and create strategies to launch campaigns and connect through different ways, be it through graphics, videos, or something experimental and new such as Fleets, a new way to post content on Twitter that will disappear after 24 hours.