Featured Post from Aston University

Social media ‘likes’ found to positively influence healthy food choices – new research

Sep 24, 2021

3 min

Dr Claire Farrow



Social media users who view images of healthy foods that have been heavily endorsed with ‘likes’ are more likely to make healthier food choices, a new study has found.


The research, by psychologists from Aston University’s College of Health and Life Sciences, found that study participants who viewed highly liked mock Instagram posts of fruit and vegetables ate a significantly higher proportion of grapes than cookies, with consumption of grapes increasing by 14 per cent more calories, compared to those who viewed highly liked high calorie foods.


The study, which is published in the scientific journal Appetite, investigated the acute effect of socially endorsed social media posts on participants’ eating behaviour. The 169 participants, who had an average age of 21 years old (but total ages across the group ranged from 18 to 48), were asked to look at mock Instagram posts of different types of food, that either had a few or a lot of ‘likes’, and later given access to grapes and cookies to consume.


As well as viewing images of fruit and vegetables, participants also looked at less nutritious foods such as cakes and biscuits, and non-food images such as stylish interior designs. However, the researchers found that the participants went on to consume a larger proportion of grapes after viewing highly liked images of fruit and vegetables, compared to the other images.


Aston University psychology PhD student Lily Hawkins, who led the study alongside supervisor Dr Jason Thomas, said:


“The findings of the study suggest that not only exposure to healthy food images on social media, but those that are also heavily endorsed with ‘likes’, may nudge people to choose to eat more healthy foods, in place of less nutritious foods.”


“What we see others approve of eating and post about eating on social media can affect our actual eating behaviour and could result in a greater consumption of healthier meals and snacks.”


“One reason for this may be because thinking that others ‘like’ and eat fruit and vegetables nudges participants to alter their behaviour in order to fit in with what they perceive to be the norm.”


The most recent figures from the NHS’s Health Survey for England showed that in 2018 only 28 per cent of adults were eating the recommended five portions of fruit and vegetables per day. In Wales, this was 24 per cent, in Scotland 22 per cent and in Northern Ireland around 20 per cent. Children and young people across the UK had even lower levels of fruit and vegetable consumption.


The study findings suggest that social media could be used in future as a way to encourage healthier eating - by encouraging users to follow more social media accounts which have highly liked nutritionally balanced posts, also containing healthier foods.


The researchers said the next stage of their work will trial an intervention using real Instagram accounts, to test whether asking people to actively follow more social media accounts posting images of highly liked nutritionally rich foods, can encourage people to consume more fruit and vegetables over a sustained period of time.


Professor Claire Farrow, Director of Aston University’s Applied Health Research Group, whose work has contributed to the national Child Feeding Guide resource, added:


“We know that social interactions can strongly shape what, when and how much we eat. These findings highlight the important role that social media has in shaping those influences online.”


“The findings suggest that people do not simply passively view information about what other people are eating online, but that this digital information can shape our food preferences and choices, particularly when we think lots of other people like certain foods. It is promising that exposure to healthy foods, and likes of those foods, was related to greater intake of healthy foods.”


“Further research is needed to explore whether and how these findings can be translated into digital interventions to help support individuals who want to make healthier food choices, and to understand how social media platforms can be used as a tool to support healthy eating behaviour.”

Connect with:
Dr Claire Farrow

Dr Claire Farrow

Professor and Director of Applied Health Research Group

Dr Farrow's interests concern the factors influencing eating behaviour and weight gain or loss, particularly in children.

Observational ResearchChild ObesityChild Eating BehaviourFussy EatingDigital Health Interventions
Powered by

You might also like...

Check out some other posts from Aston University

2 min

Aston University economists say Prime Minister can reduce UK trade vulnerability with China visit

Greenland episode exposed UK’s lack of effective response to economic coercion from allies Research shows tariff retaliation would have cost the average UK household up to £324 per year Economists say China visit is “portfolio risk management” – diversification reduces vulnerability. The Prime Minister’s visit to China – the first by a British PM since 2018 – is an opportunity to reduce the UK’s vulnerability to economic coercion, according to new research from Aston University. A policy paper from Aston Business School’s Centre for Business Prosperity analyses the January 2026 Greenland tariff episode, when President Trump threatened and then withdrew tariffs on eight European countries. The researchers found that the UK had no good options: retaliation would have made Britain worse off, while absorbing the tariffs left Europe without credible deterrence. Director of the centre for business prosperity, Professor Jun Du, said: “The Greenland episode was a wake-up call. When your principal security ally threatens economic coercion, the old assumptions about who is safe and who is dangerous no longer hold. “The PM’s China visit should be framed as portfolio risk management – building diversified trading relationships that reduce the UK’s exposure to any single partner. Just as investors don’t put all their money in one stock, countries shouldn’t put all their trade into one basket. A UK with multiple strong partnerships is harder to pressure, whether the pressure comes from Washington or Beijing.” The research found that coordinated UK–EU tariff retaliation would have cost British households up to £324 per year – the worst outcome modelled. But the authors argue that Europe has untapped leverage elsewhere: the US runs a €148 billion annual services surplus with the EU, and mutual investment exceeds €5.3 trillion. Associate professor of economics and co-author, Dr Oleksandr Shepotylo, said: “Tariff retaliation fails because it hurts consumers and distorts the economy – the retaliator suffers similarly to the target. But Europe has cards it isn’t playing. Services, investment screening, and regulatory access are pressure points where Europe can respond effectively.” UK exports to China fell by 10.4% in the year to Q2 2025, with goods exports down 23.1% – the sharpest decline among major trading partners. The researchers argue that this closes off the UK’s largest alternative market at precisely the moment US reliability is in question. The paper identifies three priorities for UK policy: Recognise the permanent incentives behind US tariffs. US tariff revenue hit $264 billion in 2025. Trade negotiations alone cannot resolve revenue-driven policy. Build UK–EU coordination on non-tariff instruments. Services, investment, procurement, and regulation offer leverage that tariffs do not. Treat China engagement as portfolio risk management. Concentration in any single market creates vulnerability. Diversification is not about picking sides – it’s about resilience. Professor Du added: “The question for the Prime Minister is whether to use this breathing space to build resilience – or wait for the next Greenland.” To read the policy paper in full, click on this link:

2 min

Medication adherence: Why it matters and how we can improve it – public lecture by Professor Ian Maidment

Professor Ian Maidment is a professor in clinical pharmacy at Aston Pharmacy School His inaugural lecture will explain why patients struggle with taking medication and present possible solutions to the problem Professor Maidment is a former practising pharmacist and an expert in medication optimisation and management in mental health and dementia. Professor Ian Maidment, professor in clinical pharmacy at Aston Pharmacy School, will give a public lecture about his life’s work on 5 February 2025. In his inaugural lecture, Professor Maidment will reflect on his journey from a childhood in Kent to becoming a leading researcher in clinical pharmacy. After more than two decades working in the NHS, in community pharmacy, mental health, dementia care, and leadership roles, he joined Aston University in 2012. His research focuses on the real-world challenges of medication optimisation for patients, carers, and healthcare professionals. The title of Professor Maidment’s lecture is ‘Medication adherence: Why it matters and how we can improve it’. Every year, the UK spends nearly £21 billion on medicines. Yet up to half of people with long-term conditions do not take their medication as prescribed—a problem known as non-adherence. This has profound clinical consequences and significant financial implications for the NHS. Professor Maidment will draw on his experience to explore how factors such as medication burden and side-effects influence adherence, the challenges posed by conditions such as dementia and severe mental illness, the role of pharmacy in supporting adherence and why tackling non-adherence requires a system-wide approach. He will also offer practical solutions to one of healthcare’s most persistent problems. Professor Maidment said: “We need to understand why patients struggle to take their medication and then develop and test solutions that work well.” The lecture on Thursday 5 February 2026 will take place at Aston Business School. In-person tickets are available from Eventbrite. The public lecture will begin at 18:00 GMT with refreshments served from 17:30 GMT. It is free of charge and will be followed by a drinks reception. The lecture will also be streamed online.

3 min

New research partnership to develop biodegradable gloves from food waste for healthcare sector

Knowledge Transfer Partnership between Aston University and PFE Medical to develop a biodegradable clinical glove from food waste The gloves will provide a low-cost, convenient and sustainable alternative to the 1.4bn disposable gloves used in the NHS each year The innovation will reduce clinical waste and costs and help the NHS reach its net zero goals. Aston University and Midlands-based company PFE Medical are teaming up to create biodegradable gloves made from food waste for use in the NHS. They will offer a low-cost, convenient alternative to disposable gloves without compromising patient safety. More than 1.4bn disposable gloves are used by the NHS each year. They create large volumes of clinical waste which has both an environmental and economic cost. The Knowledge Transfer Partnership (KTP) project will develop a more sustainable alternative made from polymers derived from food waste such as orange peel, able to degrade naturally. The gloves will initially be for use during low-risk tasks such as ultrasound scans, rather than in more critical situations such as operating theatres. The gloves would be designed to not only reduce clinical waste and costs in the NHS, but also carbon emissions, helping the NHS reach its goal to be the world’s first net-zero health service. With most personal protective equipment (PPE) currently sourced from Chinese manufacturers, the goal is to develop a biodegradable glove that can be manufactured using a UK supply chain. The challenging project draws on Aston University’s expertise in sustainable polymer chemistry, centred at Aston Institute for Membrane Excellence (AIME). Aston University has one of the largest research groups of polymer chemists in the UK. The project will be led at the University by Professor Paul Topham, director of AIME, and Dr James Wilson, AIME associate member. The research team have chosen to focus on polymers from food waste in order to ensure that the final product can be manufactured sustainably. Most polymers are currently made from petroleum. Polymers made from food waste, ranging from fruit waste to corn or dairy products, have the potential for antioxidant and antibacterial properties if designed appropriately. The team will manipulate the polymer molecules so that they include the right monomers (the smaller units which make up the molecules) in the right location to achieve the properties they require. Critical to the success of the project will be PFE Medical’s commercial and clinical experience of taking new innovations into medical use. It will be the third KTP between Aston University and PFE, following on from successful projects to develop an automated endoscope cleaner, now in use across University Hospitals Birmingham NHS Foundation Trust (UHB). Professor Topham said: “At Aston University, we have a long history of working with industry, of translating fundamental research into solutions for real world problems. This project with PFE Medical provides us with that route, to take our science and engineering and make a difference to peoples’ lives. That’s exactly where, as researchers, we want to be.” Rob Hartley, CEO of PFE Medical, said: “Our previous KTP with Aston University was a phenomenal success, thanks to the brilliant team we had on board. I’m just as excited by this project, which is looking to solve an equally long-standing problem. If we can achieve our goal, then the implications are huge, going far beyond the NHS to all the other situations where people are wearing disposable gloves.” KTPs, funded by Innovate UK, are collaborations between a business, a university and a highly qualified research associate. The UK-wide programme helps businesses to improve their competitiveness and productivity through the better use of knowledge, technology and skills. Aston University is a sector-leading KTP provider, ranked first for project quality, and joint first for the volume of active projects. For further details about this KTP, visit the webpage: www.aston.ac.uk/business/collaborate-with-us/knowledge-transfer-partnership/at-work/pfe-medical.

View all posts
Powered by