Approximately 21% of Scots, equivalent to nearly one million people, are estimated to have purchased food via social media, with Facebook Marketplace being the most popular platform.
Dr Karen Pearson, senior scientific advisor at Food Standards Scotland, commented: "Social media platforms are transforming how people buy food and this research has provided a baseline to help us to understand the variety and scale of this method of selling in Scotland.
“This convenience, however, might come with risks and it is essential that both buyers and sellers understand the nature of these types of foods so they can make informed choices. Sellers may not have the knowledge to produce safe food, particularly if they are producing higher risk foods.”
Key findings from the research include:
- Bakery and confectionery items account for almost two-thirds of the ready-to-eat foods sold on Facebook Marketplace.
- Adverts for composite products made up around one-fifth of listings.
- Another common category, making up approximately 12% of foods sold, were take-away meals collected or delivered hot.
- While high-risk items like sushi and cured meats accounted for a small percentage (1.2%) of listings, their presence underscores the need to ensure that sellers understand how to produce food safely.
- Many adverts don’t include information such as an ingredient or allergen list, highlighting the importance of communication between buyers and sellers to ensure buyers can make informed choices.