Nearly three-quarters of Gen Z adults turn to social media for meal inspiration, with only 32 per cent using traditional cookbooks, according to new research. The study of 1,000 18–27 year olds found that platforms like TikTok and Instagram have revolutionised how young people decide what to eat.
Two-thirds of those surveyed follow food content creators online, and 40 per cent consider influencers the most trusted source for food content, ahead of celebrity chefs and cooking channels. The research, commissioned by Publicis Commerce, also revealed that 42 per cent have bought ingredients directly through social media content.
Discount codes and affiliate links were key motivators for purchases, while speed and convenience also played a role. Twenty-one per cent said buying via social media made the shopping process quicker, and 37 per cent said it saved them from searching for ingredients elsewhere. On average, Gen Z spends nearly four hours per week consuming food-related content on social media.
Steve Ricketts, chief commerce officer at Publicis Media, said: 'The way Gen Z shops is clearly being shaped by what they see online, with platforms like TikTok turning food content into an easy way to purchase. For brands, that means the time between inspiration and buying is shrinking.'
The study also suggests this trend is fostering a generation of home cooks, with 52 per cent enjoying cooking and discovering new recipes, and 42 per cent preferring to prepare quality meals at home rather than dining out. However, 24 per cent said they would struggle to come up with meal ideas without social media, and 63 per cent credited it for encouraging them to try new flavours.
