A recent study of 1,000 millennials (18-29 year olds) by UK creative agency Haygarth highlighted how important food is to them. More than a third (33.7%) think it is more important to be knowledgeable about food (40.4%) than fashion (26.7%). Brands need to engage passionately with this foodie generation, as they are already spending as much as their parents on food every week. Social media is the platform for reaching these foodies as they look at images of food and drink on social media at least 6 times a day and share these images, on average, three times a week.