How Instagram is influencing London's artisan food vendors

London's artisan food vendors are taking their cues from Instagram “influencers” over celebrity chefs, a study into the culinary trends of 2018 indicated today.

The research suggests social media stars such as food blogger Deliciously Ella — Ella Mills — are replacing the likes of Jamie Oliver when it comes to inspiring independent producers.

It was commissioned by corporate caterers Feedr, which quizzed vendors across London. It found that nine in 10 (89 per cent) were influenced by food and health bloggers on Instagram and Facebook, rather than by cookery programmes and magazines.

Co-founder and chief executive Riya Grover said: “Television chefs will always attract an audience but the influence of social media is different. They make food feel more accessible to people’s daily lives in a way a celebrity personality cannot.

“People strive for simplicity and they like quick recipes that take into account the busy lives of modern professionals and parents.” The Feedr study asked 19 independent producers, including Hummus Brothers and Pollen + Grace, what the public would be eating in the new year.

It found 13 vendors thought healthy eating, including high-protein recipes, would continue to be popular. Two fifths thought meat-free menu options would grow in popularity. However, consumers reportedly remain wary of the more wild and “fad foods” such as charcoal or insect proteins, which have been tipped for popularity next year.