App Login
  • Products
  • Solutions
  • Resources
      Get the insights you need on research, audiences, communicatons and digital from Sila's experts you can trust.
      Learn More
      Listen to the best marketers, reserach professionals from MENA for insights into making better decisions.
      Learn More
      Read our latest reports and get the full picture on some of the biggest cultural movements and Sila's whitepapers on broad topics.
      Learn More
  • Success Stories

      Who we work with

      Our products are for anyone looking to make better business decisions. We work with anyone who needs to sell to, or communicate with, consumers.
      Learn More
      Product Stories
      See how our Social Understanding suite and AI products unlocked value for business & government.
      Learn More
      Influence Success Stories
      See how we've helped companies like yours to grow and influence consumers into action.
      Learn More
      Research Success Stories
      Sila's AI has delivered on briefs that traditional market research has been unable to do.
      Learn More
  • Company

      About Sila

      Learn about how we enable social understanding through our AI technology to help drive better decision-making across government & business.
      About Us
      Discover Sila's company and our team that drives our AI technology from Dubai to the world.
      The companyThe teamContact us
      Our Technology
      Learn about our capbilities and what enables us to help your business decisions.
      Learn More
      Looking for a career with some of the most exciting Ai technology? Further your career with Sila.
      Learn More
  • In the Food Sector, Online Came to Life.

    June 3, 2020

    At the birth of the digital age, it was often asserted that online doesn’t always translate to the offline- ‘real world’. Merely the domain of cute cats videos, and more recently-Tiger King content, or other feline related topics. 

    Included within on-going reports and articles published, we continue to analyse; millions of posts, billions of engagements across social channels with a particular focus on key food creators (influencers) and their audience. We stated there has been an increase in emphasis on baking content, particularly in breads and cakes. How has this played out into the wider, offline world?


    In the Middle East, we were fortunate that the Pandemic hit in the run up to the single, highest grossing period for the food industry-Ramadan. This allowed suppliers to fall back on well stocked storage facilities and replenish, before The Islamic Holy Month arrived, to cope with demand. This hasn’t been plain sailing, especially for local fresh producers. Other regions weren’t as lucky and experienced shortages in bulk goods, such as flour.


    The offline entertainment industry was relatively slower to react with producers such as H.B.O Max commissioning Selena Gomes’ home-cooking show including cook-a-longs from celebrity chefs. Factoring in the usual delay in TV production, it will be interesting to see to what the degree of relevancy will be?

    Rise in celebrity chefs on social media.


    Digitally, a quicker win was the comedian Tom Papa, known for his skeptical, yet somehow optimistic take on life. He had always put out helpful baking content, but has now adapted his podcast, themed, ‘Breaking Bread’ to centre purely around baking/cooking, funny anecdotes from childhood, family, home etc.

    Tom Papa, the comedian, moving into cooking online.

    He has already accrued impressive ratings and viewership (up from his previous efforts) across platforms. He recently explained on The Joe Rogan Experience that this was mainly thanks to being inundated with requests, and related conversations, on social media to keep the oven theme open.

    It hasn’t been all sunshine and rainbows and certain brands have missed the boat, while others have profited. Even in the cooking sector.

    Marketeers must stay be aware of these trends on a minute by minute basis. Sophisticated, tailor-made tools have to be used to capture this data and the appropriate, audience based, strategies must be developed to produce relevant content to a changing consumer.

    About the data

    DA has built a custom data warehouse service called Sila, powered by data science we turn that raw, social data into actionable insights.

    To find out moreplease click here and use the contact form to get in touch.

    More insights for you.

    Get in touch with us and see how
    Sila can help you.
    Get a demo