Foodies on Facebook Chatted Up Amaranth and Chifa in May

Facebook users fed their appetites in May, as amaranth, chifa and foodie were among Facebook IQ’s Topics to Watch for the month. Amaranth and associated topics quinoa, chia seed, flax, corn tortilla, flour, seed, ginger, hemp, coconut and cereal saw conversation rise 4.8 times compared with May 2018 and 0.9 times versus April, primarily driven by women 35 and older. Facebook IQ wrote, “An ancient grain hailed by the Aztecs, amaranth has become a popular health food in the U.S. It’s protein-rich and contains magnesium and iron, as well as other vitamins and nutrients. Amaranth is also naturally gluten-free, making it a great grain for those with food sensitivities. It can be popped like popcorn or cooked in boiling water, much like rice or quinoa. Demand for superfoods continues to grow in the U.S., and amaranth is an increasingly popular choice.” [kickout id="1"] [kickout id="2"] Both genders in the 35-through-49 age group propelled year-over-year conversation growth of 1.6 times and a month-over-month doubling for chifa and associated topics New York, Chinese Peruvians, arroz chaufa, Afro-Peruvian, Son Cubano, Peruvian cuisine, pisco, fusion cuisine, umami and Peru. Facebook IQ wrote, “As Chinese immigrants settled in Peru in the mid-19th century, their cooking techniques fused with local methods to create chifa, a new cuisine that gained a large following in the region. Some of chifa’s most notable dishes are arroz chaufa, a fried rice dish that incorporates soy sauce, scallions and meat; and lomo saltado, a steak-based stir fry that blends a Peruvian yellow chili paste with soy sauce. Chifa-style cooking is spreading worldwide, as restaurateurs bring versions of the dishes to major cities like New York.” [kickout id="3"] [kickout id="4"] Summer shoes were top-of-mind among women—particularly those between 25 and 49—last month, as conversation about espadrilles was up 1.4 times versus last May and 0.8 times compared with April. Associated topics included shoes, platform shoe, wedge, slingback, heel, Tory Burch, footwear, sneakers, Michael Kors and Spain. The social network’s research arm wrote, “Constructed with canvas and jute, espadrilles have long been deemed one of the best shoes for summer. Espadrilles emerged in Spain in the 14th century, and they’ve since made their way to the runway—with major designers incorporating them into their collections—and to the shelves of mainstream shoe retailers across the U.S. Now, versions of these shoes suitable for all seasons, like sneakers and loafers, are gaining traction as people discover that this classic style has appeal year-round.” [kickout id="5"] [kickout id="6"] Back to the table, conversation about foodie and associated topics New York, food photography, chef, soul food, Food Network, food, cooking, eating, health and dinner was up 14.1 times year-over-year and 2.8 times from April. Discussion was primarily driven by women 18 through 49 and men 25 through 49. Facebook IQ wrote, “The foodie movement started with people sharing photos of their aesthetically appealing meals, but now it is being taken to new levels. A recent Facebook IQ study revealed that nearly one-half of 18- through 34-year-olds surveyed identify as foodies, and many say they discover new food or recipe ideas on social platforms. People are increasingly planning trips around food and striving to try unfamiliar flavors and dishes on every adventure. And recent streamable content has put foodie culture front and center—from romantic comedies featuring chefs to new celebrity cooking shows.” [kickout id="7"] [kickout id="8"] Women 18 through 34 drove a five times year-over-year rise and 0.6 times month-over-month increase in talk about pothos and associated topics marimo, epipremnum aureum, philodendron, succulent plant, Monstera, Saintpaulia, aloe vera, cactus, The New Yorker and Mother’s Day. The social network’s research arm wrote, “Pothos, technically known as epipremnum aureum, is a common houseplant. It’s a type of ivy that grows in temperate regions around the world, and due to its minimal requirements for light and water, it’s easy to care for. Millennials are increasingly interested in introducing plants into their homes for the added greenery and improved air quality, and species such as pothos and monstera deliciosa are great starters for inexperienced plant parents.” [kickout id="9"] [kickout id="10"] Finally, women’s boxing—and related terms Ann Wolfe, punch, knockout, boxing, World Boxing Council and World Boxing Association—saw conversation skyrocket 81.9 times compared with May 2018 and 2.6 times versus April, propelled by men of all ages. Facebook IQ wrote, “Women have long participated in boxing, but they’ve only recently gained mainstream recognition and a large fanbase. Recent women’s boxing matches sparked conversations across social media, as people discussed rising stars. And while the competitive, professional sport is growing in popularity, the exercise format is also finding new participants. Women-only boxing classes and clubs are emerging nationwide, and people are praising the sport for giving them strength, confidence and a full-body workout.” [kickout id="11"] [kickout id="12"] We learned these things from Facebook IQ’s latest data chart called Topics to Watch, which is designed to help marketers know what subjects to look out for on the social network. The topics are based on trending data, and Adweek readers get an exclusive look at them each month.