A significant portion of Gen Z, 72 percent, sources meal inspiration from social media platforms like TikTok and Instagram, overshadowing traditional cookbooks. Influencers are trusted by 44 percent of this demographic, more so than celebrity chefs or cooking channels. Many actively purchase ingredients seen on social media, driven by discount codes and convenience. These trends indicate a shift in how Gen Z engages with food content, spending nearly four hours weekly on food-related social media.
Nearly three-quarters of Gen Z get their meal inspiration from social media, with 72 percent of 18-27-year-olds using platforms like TikTok and Instagram.
Influencers hold significant sway for Gen Z food inspiration; 44 percent trust them more than celebrity chefs and cooking channels.
Many Gen Z are buying ingredients directly through social media, with 42 percent purchasing what they see shared by influencers.
Gen Z spends an average of three hours and 54 minutes each week consuming food-related content on social media.
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