Almost three quarters of Gen Zs get meal inspiration from social media – double the number who rely on cookbook

The Sun

a day ago

GEN Z are turning their backs on mum's old recipe books and getting their food inspo from TikTok instead – with nearly three in four saying social media decides what's for dinner.
A sizzling 72 per cent of 18–27-year-olds now plan their meals based on what they see online, with TikTok leading the charge at 84 per cent, followed closely by Instagram at 75 per cent.
That's more than double the number who rely on traditional cookbooks, which are only used by 32 per cent.
Even family and friends are taking a back seat, with just 45 per cent turning to real-life chats for food ideas.
When it comes to trust, influencers are king, 44 per cent of Gen Z say they're the most reliable source for food content, ahead of celeb chefs at 39 per cent and even cooking channels at 34 per cent.
And the influence doesn't stop at inspiration.
Around 42 per cent say they've actually bought ingredients after seeing them on social media.
Discount codes and affiliate links are key drivers, with many saying it saves them from writing shopping lists, searching online, or even leaving the house.
For this generation, convenience is everything.
The average Gen Z spends nearly four hours a week watching food-related content online, from viral snack hacks to bizarre creations like pancake cereal and roast dinner wraps.
But it's not just for show, 52 per cent say they genuinely enjoy cooking and finding new things to try, while 42 per cent prefer making quality meals at home instead of eating out.
A third admit they rarely dine out at all due to time or cost.
Social media isn't just filling plates – it's expanding palates too.
A massive 63 per cent credit it for getting them to try new dishes and flavours they'd never have touched before.
Bubble tea, wraps, cereal made from pancakes – nothing's off the table.
The study of 1,000 Gen Z adults, commissioned by Publicis Commerce, reveals a massive shift in how this generation cooks, eats and shops.
Steve Ricketts, chief commerce officer at Publicis Media, said the gap between 'seeing and buying' is closing fast – and brands need to catch up.
'This research shows just how central social media has become to how Gen Z think about food, from what they cook to what ends up in their basket,' he said.
'They're discovering recipes through influencers, finding products in real time, and buying them directly on the same platform. For brands, that means the moment of inspiration is also the moment of purchase.'
So if you thought TikTok was just for dances and filters, think again – it's what's for dinner.
2