Call for emergency action to restore dietary diversity and protect global food systems in times of COVID-19 and beyond: Results from a cross-sectional study in 38 countries.

Background: The COVID-19 pandemic has revealed the fragility of the global food system, sending shockwaves across countries' societies and economy. This has presented formidable challenges to sustaining a healthy and resilient lifestyle. The objective of this study is to examine the food consumption patterns and assess diet diversity indicators, primarily focusing on the food consumption score (FCS), among households in 38 countries both before and during the first wave of the COVID-19 pandemic. Methods: A cross-sectional study with 37 207 participants (mean age: 36.70 ± 14.79, with 77 % women) was conducted in 38 countries through an online survey administered between April and June 2020. The study utilized a pre-tested food frequency questionnaire to explore food consumption patterns both before and during the COVID-19 periods. Additionally, the study computed Food Consumption Score (FCS) as a proxy indicator for assessing the dietary diversity of households. Findings: This quantification of global, regional and national dietary diversity across 38 countries showed an increment in the consumption of all food groups but a drop in the intake of vegetables and in the dietary diversity. The household's food consumption scores indicating dietary diversity varied across regions. It decreased in the Middle East and North Africa (MENA) countries, including Lebanon (p < 0.001) and increased in the Gulf Cooperation Council countries including Bahrain (p = 0.003), Egypt (p < 0.001) and United Arab Emirates (p = 0.013). A decline in the household's dietary diversity was observed in Australia (p < 0.001), in South Africa including Uganda (p < 0.001), in Europe including Belgium (p < 0.001), Denmark (p = 0.002), Finland (p < 0.001) and Netherland (p = 0.027) and in South America including Ecuador (p < 0.001), Brazil (p < 0.001), Mexico (p < 0.0001) and Peru (p < 0.001). Middle and older ages [OR = 1.2; 95 % CI = [1.125-1.426] [OR = 2.5; 95 % CI = [1.951-3.064], being a woman [OR = 1.2; 95 % CI = [1.117-1.367], having a high education (p < 0.001), and showing amelioration in food-related behaviors [OR = 1.4; 95 % CI = [1.292-1.709] were all linked to having a higher dietary diversity. Conclusion: The minor to moderate changes in food consumption patterns observed across the 38 countries within relatively short time frames could become lasting, leading to a significant and prolonged reduction in dietary diversity, as demonstrated by our findings.

A citizen-science-enabled catalogue of the vaginal microbiome and associated factors.

Understanding the composition and function of the vaginal microbiome is crucial for reproductive and overall health. Here we established the Isala citizen-science project to analyse the vaginal microbiomes of 3,345 women in Belgium (18-98 years) through self-sampling, 16S amplicon sequencing and extensive questionnaires. The overall vaginal microbiome composition was strongly tied to age, childbirth and menstrual cycle phase. Lactobacillus species dominated 78% of the vaginal samples. Specific bacterial taxa also showed to co-occur in modules based on network correlation analysis. Notably, the module containing Lactobacillus crispatus, Lactobacillus jensenii and Limosilactobacillus taxa was positively linked to oestrogen levels and contraceptive use and negatively linked to childbirth and breastfeeding. Other modules, named after abundant taxa (Gardnerella, Prevotella and Bacteroides), correlated with multiple partners, menopause, menstrual hygiene and contraceptive use. With this resource-rich vaginal microbiome map and associated health, life-course, lifestyle and dietary factors, we provide unique data and insights for follow-up clinical and mechanistic research.

"Go eat some grass": gender differences in the Twitter discussion about meat, vegetarianism and veganism.

Legacy media contribute to gendered depictions of culinary themes by associating meat with masculinity, influencing social realities. The current research examines whether similar gendered representations can be found on social media, reinforcing gendered patterns in food consumption. Using content analysis, we examine how men and women tweet about the (non-)consumption of meat. Results confirm gender stereotypes: men tweet more about meat and are more likely to hold negative attitudes toward vegetarianism and veganism. These expressions may reinforce gendered meat consumption patterns, where men continue to choose meat over more healthy and sustainable options.

Individual Differences in How Desirable People Think They Are as a Mate.

Mate value is an important concept in mate choice research although its operationalization and understanding are limited. Here, we reviewed and evaluated previously established conceptual and methodological approaches measuring mate value and presented original research using individual differences in how people view themselves as a face-valid proxy for mate value in long- and short-term contexts. In data from 41 nations (N = 3895, Mage = 24.71, 63% women, 47% single), we tested sex, age, and relationship status effects on self-perceived mate desirability, along with individual differences in the Dark Triad traits, life history strategies, peer-based comparison of desirability, and self-reported mating success. Both sexes indicated more short-term than long-term mate desirability; however, men reported more long-term mate desirability than women, whereas women reported more short-term mate desirability than men. Further, individuals who were in a committed relationship felt more desirable than those who were not. Concerning the cross-sectional stability of mate desirability across the lifespan, in men, short- and long-term desirability rose to the age of 40 and 50, respectively, and decreased afterward. In women, short-term desirability rose to the age of 38 and decreased afterward, whereas long-term desirability remained stable over time. Our results suggest that measuring long- and short-term self-perceived mate desirability reveals predictable correlates.

Development and validation of a short nutrition literacy scale for young adults.

Background: Due to their high media use, young adults are frequently exposed to contradictory or even erroneous nutrition information. To properly handle and critically assess nutrition information, young adults (both general population and patient populations) need adequate levels of nutrition literacy. Currently there is a lack of suitable instruments to measure nutrition literacy in young adults (18-25 years). Therefore the aim of this study was to develop and validate a Short Nutrition Literacy (S-NutLit) scale for use in this age group. Methods: Development and validation of the S-NutLit consisted of six phases: (1) item generation based on literature, (2) expert assessments to evaluate content validity, (3) cognitive interviews with the target population to assess face validity and readability, (4) pre-test to reduce the number of items, (5) validation survey to assess dimensionality with exploratory factor analyses, internal reliability with Cronbach alpha, construct and criterion validity by examining associations with age, gender, education level, health literacy, general literacy, dietary behaviors and physical activity with correlations, ANOVAs, and t-tests, (6) two-week follow-up survey to assess test-retest reliability with intra-class correlations. Results: Starting from an initial pool of 53 items, expert assessments and cognitive interviews led to the reformulation, removal, and construction of items. Young adults aged 18-25 years participated in cognitive interviews (n = 12), pre-test (n = 101), validation survey (n = 300), and reliability survey (n = 92). The final S-NutLit consisted of 11 items rated on a 5-point scale distributed across two subscales (i.e., information skills and expert skills). Cronbach alpha values ranged from 0.79 to 0.83 and intraclass correlations from 0.61-0.79 (p < 0.001). Significant associations were observed with health literacy (r = 0.27, p < 0.001), general literacy and numeracy (rs = 0.12, p = 0.046), and education level (rs = 0.13, p = 0.025). Conclusion: Findings indicate that the S-NutLit is a valid and reliable tool to assess nutrition literacy among young adults. The S-NutLit fills a gap in the field by offering a short measure of nutrition literacy and may be incorporated in digital technology to support the nutrition care process.

"Meating halfway": Exploring the attitudes of meat eaters, veg*ns, and occasional meat eaters toward those who eat meat and those who do not eat meat.

Empirical studies have persistently reported negative attitudes of meat eaters toward vegetarians and vegans (veg*ns), but scant attention has been paid to veg*ns' attitudes toward meat eaters. We aimed to investigate the attitudes of meat eaters and veg*ns from both perspectives. In addition, we explored the attitudes of occasional meat eaters. We performed a cross-sectional study (Study 1) among meat eaters, veg*ns, and occasional meat eaters, as well as a content analysis of publicly available tweets (Study 2). Study 1 (N = 477, Mage = 23.45, SD = 5.91) showed that the attitudes of veg*ns toward meat eaters are significantly more negative compared to the attitudes of meat eaters toward veg*ns, but both were lower than the midpoint on scales measuring negative attitudes toward the other. Study 2 showed that only a small portion (<1%) of tweets (N = 1,328) on meat eating or veg*nism contained signs of negative attitudes. The two studies provide little evidence of the existence of strong negative attitudes.

Motivations for nutrition information-seeking behavior among Belgian adults: a qualitative study.

BACKGROUND: Nutrition information-seeking behavior is highly prevalent even though it can be challenging to find reliable nutrition information in the current media landscape. Previous quantitative research has identified which population segments use which sources, yet little is known about motivations underpinning nutrition information-seeking behavior. Understanding motivations for seeking nutrition information can increase the efficacy of future nutrition education efforts. The present study aims to identify motivations for nutrition information-seeking behavior among Belgian adults. METHODS: In-depth qualitative interviews were conducted with 20 adults (n women = 15, n men = 4, n other = 1). Audio-recorded interviews were transcribed verbatim and analyzed in NVivo 12 using inductive thematic analysis. The coding process involved open and axial coding combined with constant comparison to identify themes. RESULTS: The interviews revealed a diverse spectrum of motivations for nutrition information-seeking behavior. Five categories of motivations centered on health management, cognitive needs, affective needs, social integrative needs, and personal identity. Participants indicated seeking nutrition information to regain a sense of control over their health and it also helped them express their autonomy. Additionally, participants sought nutrition information out of curiosity or out of a long-standing interest. Nutrition information-seeking was also used as a form of emotion regulation with participants actively engaging in seeking behavior to pursue enjoyment, diversion, confirmation, inspiration, and even relaxation. Furthermore, nutrition information-seeking enabled participants to meet social integrative needs by helping them connect to others, gather social support, help others, and sometimes convince others. Lastly, participants indicated a need for nutrition information to express or defend their identity. CONCLUSIONS: Our results indicate that beneath the surface of a more apparent need for nutrition information lies a range of motivations demonstrating that nutrition information serves more complex needs than simply information needs. To improve the efficacy of future nutrition education efforts, communication strategies must be tailored to a diverse range of motivations.

Corrigendum: An evaluation of the COVID-19 pandemic and perceived social distancing policies in relation to planning, selecting, and preparing healthy meals: An observational study in 38 countries worldwide.

[This corrects the article DOI: 10.3389/fnut.2020.621726.].

Household Mealtimes During the 2020 COVID-19 Lockdown in Aotearoa New Zealand: The Influence of Household Type and Psychological Distress.

COVID-19 lockdown meant disruptions to daily routines for households in Aotearoa New Zealand. The research presented here investigates how mealtimes changed for people living in New Zealand during the first COVID-19 lockdown in mid-2020 and sought to determine if household composition type and psychological distress impacted the frequency of engaging in several mealtime behaviors. The COVID Kai Survey collected data using an anonymous, online survey and asked questions on sociodemographic characteristics including household composition, frequency of engaging in different mealtime behaviors before and during lockdown, and psychological distress, which was measured using the Kessler 6 screening tool. The findings of this study shows an increase in the perceived importance of mealtimes (n = 807, 26.9% before lockdown, n = 1,154, 38.5% during lockdown) and an increase in the proportion of the survey respondents who stated that they frequently ate meals at the dinner table (n = 1,343, 44.8% before lockdown, n = 1,481, 49.4% during lockdown). There was a decrease, across all household composition types, in the proportion of respondents who ate out frequently at a restaurant or café (n = 878, 29.3% before lockdown, n = 5, 0.2% during lockdown, P < 0.001). The use of meal kits, e-dining, and eating meals in front of screens is also presented and discussed. All results are discussed with reference to Aotearoa New Zealand's stringent lockdown restrictions. Respondents who experienced psychological distress during lockdown were 1.47 times more likely to consider mealtimes an important part of their day and respondents living in households with one adult and at least one child who also experienced psychological distress were 5.95 times more likely to eat dinner at the dinner table than those who did not report psychological distress. Findings of this study further the understanding of the wider societal impact of COVID-19 lockdown on everyday life.

Food Media and Dietary Behavior in a Belgian Adult Sample: How Obtaining Information From Food Media Sources Associates With Dietary Behavior.

Objective: We aim to relate Flemish adults' main food information sources (e.g., celebrity chefs, experts) with their dietary behavior. Methods: A cross-sectional online survey among 1115 Flemish adults who regularly cook, measured the food information sources the respondents used to obtain recipes, their dietary intake and dietary restrictions. Ordinal and logistic regression were used to investigate the relation between food media, dietary intake and dietary restrictions. Results: Celebrity chefs were mentioned most often (37%) as main food information source, followed by family and acquaintances (21%) and lifestyle gurus (12%). Using lifestyle gurus as a source of dietary information is associated with more dietary restrictions and a higher intake frequency of plant-based food groups, whereas using celebrity chefs or experts is associated with a different (but less unequivocal vegetarian or healthy) dietary intake. Conclusion: Media icons like lifestyle gurus and celebrity chefs appear to be among people's main sources of food information. There is a significant association between using them as a source of food information and dietary behavior. Further research on the influence of media on diet is required.

Around the same table: Uniting stakeholders of food-related communication.

There is an abundance of messages on food and health communicated nowadays by diverse stakeholders, including nutrition and health experts, food industries, celebrity chefs, and food influencers, among others. If each of these stakeholders has different interests and uses other communication strategies, confusion and polarization about food and nutrition is likely to arise. Especially when these messages not only represent facts, but many are emotionally loaded, focusing on "beliefs". Yet even when stakeholders contradict each other in their communication about food related to health, they influence each other. This conceptual paper aims to identify and position the different stakeholders participating in discourse about food and health. Taking a stakeholder marketing perspective in which understanding the whole requires a holistic view, we position the stakeholders as interrelated networks and discuss how their communication strategies influence each other. Stakeholder multiplicity in food communication is often looked at from a negative perspective in terms of conflicting and polarizing voices, however we suggest that this may also take the form of positive, complimentary, and cooperative partnerships. We argue for stakeholders to build complementarities and embrace each one's unique expertise in order to foster objective messages about food and health. Communication about food and health would be ideally shaped by using the guidelines of nutrition experts, the preparation techniques of (celebrity) chefs, and the successful communication strategies of knowledgeable food influencers. Where many individual players nowadays aim to fulfill all of these expert roles, we urge for more cooperation among different stakeholders' unique expertise, without entirely having to forego each individual interest. Strengthening cooperation and improving communication requires an approach that brings the diverse stakeholders in a meaningful way together around the same table.

"Everywhere You Look, You'll Find Food": Emerging Adult Perspectives Toward the Food Media Landscape.

This study explores what emerging adults value in food media, i.e. food-focused content and personae in media. Emerging adults (18-25) are an important target group for food media as they transition toward nutritional independence and consume media substantially. Seven semi-structured focus groups were conducted with thirty-seven Belgian participants. Thematic analysis revealed three themes (hedonism, ability, information) grouping nine subthemes (entertainment, sensory appeal, convenience, familiarity, cost, autonomy, education, health and fitness, and innovation) characterizing emerging adults' food media experiences. Incidental exposure and interpersonal influences also mark their food media consumption. This demonstrates food media's interwovenness in emerging adults' media habits. Further research should consider these themes and complexities, including their potential impact toward food-related habits and media use.

Food for teens: how social media is associated with adolescent eating outcomes.

OBJECTIVE: To assess the relationship between exposure to social media food messages and self-reported adolescent eating outcomes (including food intake, perceived norms and food literacy). DESIGN: A cross-sectional survey was used to assess reported exposure to core and non-core food messages (including marketing messages) on social media, as well as reported food intake, perceived norms, food literacy, attitudes, self-regulation, among others. SETTING: 18 secondary schools across Flanders, Belgium. PARTICIPANTS: 1002 adolescents 11-19 years of age. RESULTS: Self-reported exposure to food marketing and overall food messages on social media was positively associated with eating attitudes, behaviours, perceived norms and food literacy among adolescents. Interestingly, the relationship between food exposure and intake was shaped differently depending on food type; descriptive norms mediated the positive relationship between non-core food social media exposure and non-core food intake (e.g. indirect effect estimate on self-reported sweets consumption is 0·005, se 0·002, P < 0·01), while food literacy mediated the positive relationship between core food social media exposure and core food intake (e.g. indirect effect estimate on self-reported vegetable consumption is 0·01, se 0·003, P < 0·000). CONCLUSIONS: This study highlights the significance of social media in relation to adolescent eating. There is an opportunity for health professionals to use social media in the promotion of core food among adolescents. We call for relevant policy actions to regulate the marketing of non-core food to adolescents on social media.

Who We Seek and What We Eat? Sources of Food Choice Inspirations and Their Associations with Adult Dietary Patterns before and during the COVID-19 Lockdown in New Zealand.

Research shows the shaping of food choices often occurs at home, with the family widely recognised as significant in food decisions. However, in this digital age, our eating habits and decision-making processes are also determined by smartphone apps, celebrity chefs, and social media. The 'COVID Kai Survey' online questionnaire assessed cooking and shopping behaviours among New Zealanders during the 2020 COVID-19 'lockdown' using a cross-sectional study design. This paper examines how sources of food choice inspirations (cooking-related advice and the reasons for recipe selection) are related to dietary patterns before and during the lockdown. Of the 2977 participants, those influenced by nutrition and health experts (50.9% before; 53.9% during the lockdown) scored higher for the healthy dietary pattern. Participants influenced by family and friends (35% before; 29% during the lockdown) had significantly higher scores for the healthy and the meat dietary patterns, whereas participants influenced by celebrity cooks (3.8% before; 5.2% during the lockdown) had significantly higher scores in the meat dietary pattern. There was no evidence that associations differed before and during the lockdown. The lockdown was related to modified food choice inspiration sources, notably an increase in 'comforting' recipes as a reason for recipe selection (75.8%), associated with higher scoring in the unhealthy dietary pattern during the lockdown. The lockdown in New Zealand saw an average decrease in nutritional quality of diets in the 'COVID Kai Survey', which could be partly explained by changes in food choice inspiration sources.

A Mixed-Method Approach to Develop and Validate an Integrated Food Literacy Tool for Personalized Food Literacy Guidance.

BACKGROUND: Food literacy refers to all practicalities associated with healthy eating. Current food literacy tools are limited in practical use in clinical practice. Therefore, an integrated food literacy tool (IFLT) to assess food literacy and to personalize food literacy guidance was developed and validated. METHODS: Following an iterative process, a food literacy framework was developed and food literacy goals were defined. A corresponding food literacy screener (FLS) to assess food literacy was developed along with an algorithm to provide personalized food literacy guidance based on the food literacy assessment. Content validation of the FLS was assessed by a panel of experts, measuring item and scale content validity index (I/S-CVI) and by the target population in semi structured interviews with 15 adults of reproductive age. Subsequently, an online cross-sectional survey was conducted among 114 adults of reproductive age to evaluate the validity of the FLS. Construct validity was examined against both the validated healthy eating and weight self-efficacy scale and against a food frequency questionnaire assessing healthy eating self-efficacy (HESE) and diet quality, respectively. Reliability was assessed with a two-week test-retest. Pearson correlation tests were conducted. RESULTS: An IFLT consisting of a FLS and corresponding algorithm to personalize food literacy guidance by prioritizing food literacy goals was developed. The IFLT includes 24 food literacy goals, addressed by 17 FLS items. Every item received a weighting factor based on theory and expert opinion to prioritize food literacy goals according to personal needs. Content validity revealed that the FLS was rated relevant by experts (S-CVI = 0.93) and well-understood by the target population. The FLS has a good construct validity as it was positively correlated with diet quality (r = 0.536, p < 0.001) and with HESE (r = 0.685, p < 0.001). It also showed a good test-retest reliability (r = 0.721, p < 0.001). CONCLUSION: The newly developed IFLT is a practically applicable, context specific theory-and expert-based dual purpose tool to assess food literacy and to personalize food literacy guidance by prioritizing individuals' food literacy goals to their needs.

Socioeconomic and Environmental Factors Associated With Increased Alcohol Purchase and Consumption in 38 Countries During the Covid-19 Pandemic.

AIMS: To explore changes in alcohol purchase and consumption during the first few months of the Covid-19 pandemic, and assess associations between increased alcohol purchase/use and socioeconomic and environmental factors. DESIGN: Secondary data from a cross-sectional online survey conducted from 17 April to 25 June 2020. SETTING: Thirty-eight countries from all continents of the world. PARTICIPANTS: A total of 37,206 adults (mean age:36.7, SD:14.8, 77% female) reporting alcohol purchasing and drinking habit before and during the pandemic. MEASUREMENTS: Changes in alcohol stock-up and frequency of alcohol use during the pandemic and increased alcohol stock-up and use were stratified by gender, age, education, household structure, working status, income loss, psychological distress, and country based on alcohol consumption per capita. The associations between increased alcohol stock-up/use and living with children, working from home, income loss and distress were examined using multivariate logistic regression, controlling for demographic factors. FINDINGS: The majority of respondents reported no change in their alcohol purchasing and drinking habits during the early pandemic period. Increased drinking was reported by 20.2% of respondents, while 17.6% reported decreased alcohol use. More than half (53.3%) of respondents experienced psychological distress, with one in five (20.7%) having severe distress. Female gender, being aged under 50, higher educational attainment, living with children, working from home, and psychological distress were all independently associated with increased alcohol drinking during lockdown. Limitations of the study were the non-representative sample, the data collection early in the pandemic, and the non-standard measurement of alcohol consumption. CONCLUSION: Increased psychological distress among people during the early pandemic period, resulted in increased alcohol consumption, especially among women with children working from home during lockdown.

Online Celebrity Bashing: Purely Relaxation or Stressful Confrontation? An Experimental Study on the Effects of Exposure to Online Celebrity Bashing on the Emotional Responses and Physiological Arousal Among Adolescent Bystanders.

Adolescents regularly observe practices of online celebrity bashing. Existing research pointed to adolescent bystanders' approving attitudes toward this practice. However, knowledge is lacking on how adolescent bystanders respond emotionally and physiologically to cases of celebrity bashing. An experimental study with two conditions (bashing/neutral) was conducted to investigate the influence of exposure to online celebrity bashing on the emotional responses and physiological arousal among adolescent bystanders (n = 67). Self-reported questionnaires before and after exposure to celebrity bashing were used to measure participants' emotional state. Their physiological activation (heart rate and skin conductance) was recorded using the E4 Empatica Wristlet. The results indicated that adolescents responded quite negatively to the cases of celebrity bashing, expressing increased feelings of anger, sadness, frustration and powerlessness, and decreased feelings of amusement. Moreover, adolescent bystanders experienced celebrity bashing as stressful, as both the heart rate and phasic skin conductance significantly increased after exposure to bashing.

An Evaluation of the COVID-19 Pandemic and Perceived Social Distancing Policies in Relation to Planning, Selecting, and Preparing Healthy Meals: An Observational Study in 38 Countries Worldwide.

Objectives: To examine changes in planning, selecting, and preparing healthy foods in relation to personal factors (time, money, stress) and social distancing policies during the COVID-19 crisis. Methods: Using cross-sectional online surveys collected in 38 countries worldwide in April-June 2020 (N = 37,207, Mage 36.7 SD 14.8, 77% women), we compared changes in food literacy behaviors to changes in personal factors and social distancing policies, using hierarchical multiple regression analyses controlling for sociodemographic variables. Results: Increases in planning (4.7 SD 1.3, 4.9 SD 1.3), selecting (3.6 SD 1.7, 3.7 SD 1.7), and preparing (4.6 SD 1.2, 4.7 SD 1.3) healthy foods were found for women and men, and positively related to perceived time availability and stay-at-home policies. Psychological distress was a barrier for women, and an enabler for men. Financial stress was a barrier and enabler depending on various sociodemographic variables (all p < 0.01). Conclusion: Stay-at-home policies and feelings of having more time during COVID-19 seem to have improved food literacy. Stress and other social distancing policies relate to food literacy in more complex ways, highlighting the necessity of a health equity lens.

Meat and masculinities. Can differences in masculinity predict meat consumption, intentions to reduce meat and attitudes towards vegetarians?

"Real men eat meat." While this idea is on the one hand widespread throughout time and cultures, it has also been criticized as being too stereotypical, not applicable to all men alike, and being dependent on group level cultural beliefs about gender norms. Increasingly some men question male norms and male privileges, and value authenticity, domesticity and holistic self-awareness. They identify themselves with 'new' forms of masculinity. This study investigates on an individual level if attachment to these newer forms of masculinity can predict differences in meat consumption, willingness to reduce meat, and attitudes towards vegetarians among men. A total of N = 309 male meat-eating participants were surveyed about their self-identification with new forms of masculinity, their attachment to meat, willingness to reduce their meat intake, and attitudes towards vegetarians. Results show that, as was predicted, men who identify more strongly with new forms of masculinity consume less meat, have a weaker attachment to meat, have a greater tendency to reduce their meat intake, and have more positive attitudes towards vegetarians. In sum this study carefully suggests to not only take biological sex differences, but socially and culturally determined gender differences into account when studying or promoting the (non-)consumption of meat.

What Do Adolescents See on Social Media? A Diary Study of Food Marketing Images on Social Media.

Food marketing influences eating preferences and choices, especially among adolescents, contributing to the rise of overweight, obesity, and other chronic health disorders. Recent social media advancements have provided food marketers with platforms to reach out to many in more personal and authentic ways as compared to classical media advertising. Such personalized and borderless social media platforms allow marketers to easily use owned, paid, and earned (word-of -mouth) marketing strategies, including paid and non-paid influencers to reach younger target audiences. This study therefore aims to explore food messages adolescents (12-18 years old) encounter on social media, and assess these messages for their sources, the presence of core and non-core food, and the marketing strategies employed. To attain an in-depth understanding of the food messages that adolescents are continuously exposed to, we carried out a diary study with 21 Flemish adolescents who took screenshots of food images they encountered on their social media platforms for the duration of one week. A quantitative and qualitative content analysis of 611 images revealed that adolescents are mostly exposed to messages of non-core (67% of images) and branded (49% of images) food, often (49% of images) presented in association with a social context such as hanging around with friends, eating at restaurants and celebrating with food. Adolescents often encounter branded food images through peers and social media influencers, the majority of which are part of earned (49% of branded images) or paid (40% of branded images) media food marketing. This research provides an in-depth understanding of the social media messages that adolescents encounter on a daily basis and sheds light on food norms typically communicated on social media by marketers, peers, and influencers. Study findings highlight prominent social media food messages that should be tested for their persuasiveness, providing insights for future research that aims to assess the effects of social media food marketing on adolescents. Based on the study findings, we call for relevant policy actions that address current social media marketing strategies targeted at adolescents.