Seventy-two percent of Gen Z, aged 18 to 27, derive meal inspiration from social media, particularly TikTok (84%) and Instagram (75%). In contrast, only 32% reference cookbooks and 45% consult family and friends. Influencers are regarded as the most trusted source for food content by 44% of young adults. Additionally, 42% buy ingredients inspired by social media, with discount codes and convenience influencing their purchasing behavior. Typical consumption of food-related content on social media for Gen Z is nearly four hours weekly, indicating a significant shift in food planning and shopping habits influenced by online platforms.
Nearly three-quarters of Gen Z get their meal inspiration from social media, with platforms like TikTok and Instagram being the primary sources.
Influencers are the most trusted source of food content for 44 percent of Gen Z adults, surpassing celebrity chefs and cooking channels.
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