How Food Shorts and Reels are changing the way we eat, cook and shop

Alia Advani is browsing on her phone in between her college lectures. Advani, 19, is a student at Mumbai’s Jai Hind College and hooked to #foodshorts and #foodreels that feature mesmerising videos of food ingredients coming together, occasionally in time-lapse, before ending in a close-up shot of a perfectly plated meal.

“I have subscribed to a bunch of cake decorators because I love watching them apply frosting on desserts in the most wonderful colours and designs,” she says. “And I don’t even bake!” Advani isn’t alone.

The popularity of food Shorts and food Reels extends across all socio-economic classes. For some, it is a cheerful getaway from the humdrum of the everyday. For others, it is an escape from bland dinners. For some others – domestic help and cooks are being asked if they can follow a recipe from YouTube or Instagram – it is a gateway to a better-paying job.

Sridevi Nair Pillai, a Mumbai-based working professional, asked prospective house helps if they could watch food videos and replicate those dishes. She eventually selected one who was able to. “Our help not only prepares dishes by watching these videos, but regularly finds new ones on her own and asks us if we would like to try this dish,” she says.

Indeed, the way we access and share epicurean knowledge has undergone a transformation. Lengthy cookbooks with detailed recipes are excellent, and they continue to remain the primary source of inspiration for the serious cook. But #foodshorts and #foodreels are perfectly tailored to cater to our fast-paced digital lives with shrinking attention spans. They provide a quick, satisfying burst of culinary creativity that can be consumed in the time it takes to wait for an elevator or stand in a checkout line.

This accessibility is one of the key factors driving their popularity. Moreover, the brevity of these videos doesn’t compromise on the quality or diversity of culinary content. In just a few seconds, you can learn how to make anything from a gourmet dessert to a savoury international dish. Or, like Advani, just feast your eyes (literally)!

Food as art

Beyond the practical aspect of learning to cook, Food Shorts and Reels have elevated food presentation to an art form. One of the key features of this brand of videos is their visual appeal. They feature stunning food photography, mesmerising cooking techniques, and tantalising close-ups of dishes.

“The combination of striking visuals and concise, informative captions makes them highly engaging and immensely shareable,” says Rushina Munshaw-Ghildiyal, culinary chronicler and owner, A Perfect Bite Consulting.

Creators are focusing on the visual appeal of their dishes, transforming meals into works of art. This emphasis on visual storytelling is influencing the way we dine, even at home. Amateur cooks are paying more attention to plating, garnishes, and the overall aesthetics of their meals when guests come over.

Nostalgia on a plate

In the hands of skilled storytellers, these bite-sized videos transcend mere recipe demonstrations; they become narratives of culture, identity, and memory.

India’s culinary landscape is as diverse as its people. From the fiery curries of the North to the coconut-infused delicacies of the South, each region is diverse. Food Shorts and Reels serve as portals into these regional cuisines, offering viewers a glimpse into the soul of India.

For instance, when I saw Jodhpur-based creator Geeta Choudhary’s reel (@geetas_cooking on Instagram) showcasing her preparation of a traditional Rajasthani thali, I was in awe. As the camera panned over the delicious array of dishes, I couldn’t help but feel a connection to the history and culture of Rajasthan. The rich gravies, spicy pickles, and fragrant desserts tell a story of warriors and opulent palaces.

Through his YouTube Shorts, short-from food vlogger Laksh Dadwani took me into the alleys of Old Delhi and introduced me to the world of street food vendors making sizzling kebabs on skewers, and pure ghee parathas. The laughter of the diners evoked a sense of bustling chaos and communal joy. It’s a reminder that food isn’t just about sustenance; it’s about coming together and sharing stories.

Bytes of fusion and innovation

While Indian cuisine has deep roots in tradition, it is also a dynamic and ever-evolving culinary landscape. Food Shorts and Reels reflect this dynamism by showcasing innovative fusion dishes that meld the old and the new.

A desi creator living in Washington DC went viral for her reel on Butter Chicken Pizza, a playful twist on the classic chicken dish, where the creamy tomato gravy becomes a pizza sauce, and tandoori chicken finds a new home atop a crispy crust. Similarly, the trending Vada Pav Sliders doff their hat to Mumbai’s love affair with street food. All these modern interpretations challenge culinary boundaries and keep Indian cuisine fresh and exciting.

Healthy choices and kitchen appliances

Popular channels frequently emphasise nutritious ingredients and cooking methods, promoting a balanced diet, encouraging viewers to make informed choices about what they eat.

Home cooks are responding by investing in various kitchen gadgets and appliances. Interestingly, the Godrej Food Trends Report 2023 panel predicted that diet and health-enhancing gadgets like steamers and air fryers would be in demand this year.

“The need to connect to our culinary heritage and new-found pride in kitchen and dining spaces will find kitchen tools that marry modern design with traditional materials and techniques popular with consumers in 2023,” the report said.

Many creators endorse kitchen appliances such as air fryers, smoothie makers, and high-speed blenders as essential tools for preparing nutritious meals.

Chef Hiren Mistry, who runs the kitchen of the global restaurant Millo in South Mumbai has witnessed this shift in the foodies he comes across. “The cold-pressed juice machines, fruit dehydrators, sous-vides, steamers and food processors that people see in these Reels are changing how people cook at home.”

Pragnya Gaikwad who runs a catering service from her home in Pune says, “I love watching these food shorts on YouTube because I discover unusual icing nozzles for my cakes and kitchen tools like food thermometers and fruit cutters. I bought a hi-tech food scale online that I saw in one of these clips. It has helped me get the measurements right for the ingredients that go into my cakes and brownies.”

The easy availability of health food appliances has made it easier to cook the dishes they see on social media. Connected cooking devices are helping people at home create unique recipes with utmost ease. People are actually ordering smart fridges, smart crockpots, and smart stoves, which they would have seen on Reels and Shorts.

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The appeal is clear: these gadgets offer convenience without compromising on health. Air fryers provide a guilt-free way to enjoy crispy foods with less oil, while blenders turn ordinary ingredients into nutrient-packed smoothies and soups.

“These culinary videos are sparking a movement towards mindful eating and sustainable living, reshaping the way we think about food and health,” says Munshaw-Ghildiyal.

While these quick clips cannot replace the depth and tradition of cookbooks, they complement them, offering a fresh perspective on the culinary arts. As the delish revolution continues, one thing is clear: the power of technology is reshaping our kitchens, enabling us to become more adventurous, more informed, and healthier home cooks.