Social media activity around avocado, almonds and quinoa far outstrips that of activated charcoal, collagen or pea protein – suggesting that consumers are more interested in foods that are easy to understand and naturally healthy, a social media analysis by New Nutrition Business reveals.

New Nutrition Business analysed social media mentions of 20 selected health food ingredients on Instagram – the most popular social media platform for food-related subjects – between 2017 and 2018. The ingredients were ranked according to popularity, from those well-established and well-known to consumers to growing and emerging ingredients.