Move over, Delia and Jamie – Generation Z is rewriting the recipe for culinary inspiration. A new trend reveals that young Brits are ditching traditional cookbooks in favour of quick, visual recipes from social media platforms like TikTok and Instagram.
The Rise of #FoodTok
Platforms like TikTok have become the go-to source for kitchen inspiration, with viral food trends spreading faster than wildfire. From "baked feta pasta" to "cloud bread", these bite-sized tutorials are revolutionising how young people approach cooking.
Why Social Media Wins
- Visual appeal: Short videos make techniques easier to grasp than text-heavy recipes
- Community aspect: Users can comment, share variations, and see real-time results
- Trend-driven: New recipes spread rapidly through shares and duets
- Accessibility: Most content uses affordable, everyday ingredients
The Cookbook Decline
Bookstores report dwindling sales of traditional cookbooks among under-30s. "Why buy a £25 cookbook when I can find thousands of free recipes on my phone?" asks 22-year-old Londoner Mia Thompson, echoing her generation's sentiment.
Nutritionists Weigh In
While some health experts warn about the lack of nutritional oversight in viral food trends, others praise social media for getting young people excited about cooking. "If it gets them in the kitchen, that's half the battle won," says dietitian Sarah Wilkins.
