Recipe popularity prediction in Finnish social media: integrating visual and non-visual features

Abstract Over the past few decades, the internet has become the preferred source for cooking inspiration and dining recommendations, surpassing traditional cookbooks. However, there is increasing concern about the factors driving the popularity of these recipes and the health implications of these recommendations. This study aims to clarify the determinants of online recipe popularity by analyzing recipes from a leading Finnish food social media. By analyzing various recipe attributes, including non-visual factors (e.g., nutritional content, cooking difficulty, and user interaction metrics) as well as the visual appeal of food images, we aim to identify the key elements that influence the attractiveness of online recipes. Our analysis revealed a considerable proportion of the examined recipes fall within the medium health range. Surprisingly, recipes perceived as less healthy often receive higher average ratings and attention from users. This study contributes to a deeper understanding of the factors driving the popularity of online recipes, offering valuable insights into contemporary culinary preferences in Finland and informing potential shifts in dietary policy.