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New York Post
6 days ago
- Lifestyle
- New York Post
Gen Z relies on social media for meal planning, new survey shows
Nearly three-quarters of Gen Z get their meal inspiration from social media – double the number who rely on cookbooks. Moving away from traditional sources of inspiration, 72 percent of 18–27-year-olds get food ideas from platforms like TikTok (84 percent) and Instagram (75 percent), reshaping how this generation plans what to eat. In comparison, only 32 percent turn to a traditional cookbook and 45 percent chat with family and friends. Influencers also have more sway — with 44 percent of young adults claiming they're the most trusted source for food content – ahead of celebrity chefs (39 percent) and cooking channels (34 percent). With 64 percent of the 1,000 Gen Z adults polled following foodie content creators on social media, compared to 40 percent who keep up to date with cooks. 5 Nearly three-quarters of Gen Z get their meal inspiration from social media – double the number who rely on cookbooks. terovesalainen – The research, commissioned by Publicis Commerce, also found many are turning inspiration into action, with 42 percent buying ingredients via social media content. Discount codes (45 percent) and affiliate links (38 percent) were big motivators, while speed and convenience matter too, as 21 percent claim this way of buying made the shopping process quicker. Others said it saves them searching for ingredients elsewhere (37 percent), going out to the shop to buy it (30 percent), and writing a list (22 percent). 5 The research, commissioned by Publicis Commerce, also found many are turning inspiration into action, with 42 percent buying ingredients via social media content. Emma Trimble / SWNS It also emerged that the typical week sees Gen Z spend three hours and 54 minutes consuming food-related content on social media. Steve Ricketts, chief commerce officer at Publicis Media, said: '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. Start your day with all you need to know Morning Report delivers the latest news, videos, photos and more. Thanks for signing up! Enter your email address Please provide a valid email address. By clicking above you agree to the Terms of Use and Privacy Policy. Never miss a story. Check out more newsletters 'They're finding recipes through influencers, discovering products in real time, and in many cases buying them directly through the same social media platforms. '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. 5 Moving away from traditional sources of inspiration, 72 percent of 18–27-year-olds get food ideas from platforms like TikTok and Instagram, reshaping how this generation plans what to eat. Emma Trimble / SWNS 'For brands, that means the time between inspiration and buying is shrinking, and the implications for how people shop are huge. 'We help clients navigate that change, making sure their products are discoverable and shoppable in the right moments.' The research also found that this new way of shopping could be helping produce a generation of chefs, with a third admitting they rarely dine out due to a lack of money and time. 5 It also emerged that the typical week sees Gen Z spend three hours and 54 minutes consuming food-related content on social media. Emma Trimble / SWNS While 52 percent enjoy cooking and finding new recipes to make, and 42 percent prefer to make quality meals at home rather than eating at a restaurant or café. But 24 percent would struggle to think of meal ideas without social media, and 63 percent also credit it for making them try flavors and dishes they'd never have considered before. The study, carried out via OnePoll, also revealed the social media crazes people have tried cooking and eating, including bubble tea (33 percent), roast dinner wraps (24 percent), and pancake cereal (20 percent). 5 It also emerged that the typical week sees Gen Z spend three hours and 54 minutes consuming food-related content on social media. Emma Trimble / SWNS TOP 10 SOURCES FOR MEAL INSPIRATION FOR GEN Z: 1. Social media 2. Chatting with friends/family 3. Online recipe pages 4. TV shows 5. Cookbooks 6. Searching online search engines 7. Films 8. Supermarket websites 9. Blogs 10. Recipe kits e.g. Hello Fresh
North Wales Live
6 days ago
- Business
- North Wales Live
Gen Z ditches cookbooks and turns to TikTok for recipe inspiration
Cookbooks look to be a thing of the past as social media is now the go-to source for recipe inspiration according to a new study. Three quarters of Gen Z now use platforms such as TikTok and Instagram to plan their weekly meals and find new recipes. Only 32 per cent use cookbooks while 45 per cent get inspiration from family and friends. This shows a move away from what were considered traditional sources of inspiration. According to the survey, two thirds of the 1,000 Gen Z adults surveyed follow food content creators on social media and consider influencers as the most trustworthy source for food content. This is ahead of celebrity chefs and cooking channels. The study, commissioned by Publicis Commerce, found Gen Z spends nearly four hours on average, each week, consuming food-related content on social media, it also showed that 42 per cent are purchasing their ingredients through social media content. Discount codes and affiliate links were significant incentives, while speed and convenience were also key factors, as 21 per cent claimed this method of shopping sped up the process. Other benefits mentioned included saving them the trouble of searching for ingredients elsewhere (37 per cent), making a trip to the shop (30 per cent) and jotting down a list (22 per cent). Steve Ricketts, chief commerce officer at Publicis Media, commented: "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 and the implications for how people shop are huge. We help clients navigate that change, making sure their products are discoverable and shoppable in the right moments." The research also indicates this transformation in shopping habits could be fostering a new generation of home cooks. A third admitted they never dine out due to financial pressures and time constraints. More than half relish cooking and exploring new recipes, whilst 42 per cent favour preparing quality meals at home rather than eating in a restaurant or café. Nearly a quarter acknowledged they would find it difficult to devise meal ideas without the assistance of social media, and a staggering 63 per cent give it credit for encouraging them to sample flavours and dishes they wouldn't have considered otherwise. The reesearch, carried out via OnePoll, also revealed the social media food trends people have tried to replicate, including bubble tea (33 per cent), roast dinner wraps (24 per cent), and pancake cereal (20 per cent).
Yahoo
01-08-2025
- Business
- Yahoo
Snapchat Shares Insights Into How Social Platforms Encourage Fast Food Purchases
This story was originally published on Social Media Today. To receive daily news and insights, subscribe to our free daily Social Media Today newsletter. Snapchat has published a new report which looks at the promotional opportunities for quick service restaurants (QSR) in the app, and how rising interest in food delivery services among younger audiences can be a key opportunity for brands. The report, created in partnership with Publicis Media and NRG, incorporates responses from 3,115 fast food consumers across 5 markets. You can check out the full report here, but in this post, we'll take a look at the key notes. First off, the report looks at the way social media impacts food trends, and how brands can use this to advantage. As per Snap: 'Whether they're deciding on what to eat or keeping up with the latest food trends, many consumers use social to start their food purchase journey because all the info is already at their fingertips. In fact, 76% agree seeing tasty-looking items on social media prompts them to order food. Snapchatters in particular are 2.7x more likely to make QSR-related purchases by using links provided by a brand on social.' The data underlines the value of social media marketing for QSR businesses, providing valuable connections to an engaged, receptive audience. Friends and family are also key influences in this respect, with the data showing that, 70% of respondents are more likely to consider new products based on what their friends share on social. The report also looks at the most common uses of social media in this respect, and how social platforms can guide food discovery. While there are also notes on AI usage in food delivery, with 73% of consumers agreeing that AI makes it easier to search for and discover new and interesting places to eat. These are some interesting data points, which could help in your marketing plan, in either reinforcing or emphasizing key discovery elements in food trends. You can check out Snapchat's full QSR trend report here. Recommended Reading New Report Looks at Evolving Consumer Expectations of Social Media Marketing Sign in to access your portfolio
Hindustan Times
18-06-2025
- Business
- Hindustan Times
Reddit rolls out AI ad tools to turn user conversations into marketing insights
Reddit has launched new artificial intelligence (AI) advertising tools designed to help brands engage more effectively with the platform's vast user discussions. The announcement came during the Cannes Lions International Festival of Creativity as Reddit marked its 20th anniversary. The company revealed that its new AI engine, called Reddit Community Intelligence, will transform years of user-generated content into useful insights for marketers. The new AI-powered tools are still in early testing stages and include Reddit Insights and Conversation Summary Add-Ons, according to the company. Both tools aim to harness the collective intelligence from Reddit's billions of posts and comments to offer marketers data-driven ways to improve their campaigns. Also read: A gamer's guide to high-performance laptops Reddit Insights functions as a social listening platform, which gives advertisers access to key metrics and analysis drawn from two decades of conversations on the site. It provides a dashboard where marketers can explore topics, track trends, and review popular posts within relevant subreddits. This tool will also help brands assess consumer perceptions and monitor cultural shifts that affect purchasing decisions. Also read: India's digital job scene to expand in 2025 with rise in AI and data-driven roles Publicis Media, a major advertising firm, is one of the first testers of Reddit Insights. According to Reddit, Publicis Media used the tool to refine creative ideas, conduct competitive research, gather user feedback, and identify emerging trends. Furthermore, the second tool, Conversation Summary Add-Ons, enhances ads by displaying positive user comments about the brand or product directly beneath the advertisement. An AI-generated summary of these comments accompanies the display to provide what Reddit calls 'social proof.' This feature aims to boost consumer confidence and speed up decision-making. Also read: India's AI Industry to Grow Threefold, May Reach $17 Billion by 2027 On the other hand, Reddit claims that internal tests showed ads using Conversation Summary Add-Ons achieved a 19 percent higher click-through rate than standard image ads. Early adopters of this feature include game developer Jackbox Games and the US electric vehicle company Lucid.
Arabian Business
27-05-2025
- Business
- Arabian Business
Dubai startup positions yerba maté as matcha rival in wellness beverage boom
A Dubai-based media executive has launched a startup targeting yerba maté as the region's next premium wellness beverage, aiming to replicate the global success of matcha tea amid an unprecedented boom in health-conscious consumer spending. Raji Tarabay, a senior manager at Publicis Media Group, founded his company, Yerba, in early 2025 after identifying an untapped opportunity in Dubai's competitive wellness market for the traditional South American drink, which has strong cultural connections to Lebanese and Druze communities. 'We're looking at a market that doesn't have any actionable ground or drive to it,' Tarabay told Arabian Business. 'There's a giant gap in the market with actual yerba maté products that have any branding behind them.' The timing aligns with explosive growth in the global wellness economy, which reached a record $6.3 trillion in 2023, accounting for 6.03 per cent of global GDP according to the Global Wellness Institute. The sector is projected to approach $9.0 trillion by 2028, with food, fitness and mental wellness among the fastest-growing categories. Yerba maté, a caffeinated herbal tea made by steeping dried leaves of the yerba maté plant in hot water, has long been popular in Argentina, Uruguay, Paraguay and Brazil. Traditionally consumed from a hollowed gourd through a metal straw called a bombilla, it contains caffeine comparable to coffee but without the jitteriness some experience, due to the presence of theobromine – also found in chocolate. The beverage has remained largely confined to South American expat communities and certain Middle Eastern demographics, primarily Lebanese and Syrian consumers whose cultural connection to maté came via immigrants who settled in South America before returning to the Levant. What began as a side hustle for Tarabay and his business partner Bassel Malaeb has quickly evolved into a structured operation with seven employees. The founders are currently running the business as a direct-to-consumer e-commerce model but plan to expand distribution channels soon. 'We're running the business like a corporation, even though it's a startup,' Tarabay explained. 'It's just incredible to see right now. Yerba can scale to operate with 1,000 sales or 20,000 sales, and it would operate the same exact way.' Market positioning and health benefits The company's business strategy hinges on positioning yerba maté as a premium wellness product with significant health benefits, rather than simply a cultural curiosity. 'People are out there injecting themselves with all of these drugs to suppress their appetite and lose weight,' Tarabay said, referencing the popularity of GLP-1 receptor agonists like Ozempic and Wegovy. 'Something that they don't know about is that yerba maté contains aspects of GLP-1. It also has thermogenic properties, anti-inflammatory properties and reduces bloating.' This wellness-focused positioning mirrors the successful marketing strategy that propelled matcha from a traditional Japanese tea ceremony component to a global wellness phenomenon. Dubai has embraced such trends enthusiastically, with the city now hosting 'matcha raves' – alcohol-free, daytime parties where attendees sip matcha-based beverages while socialising. Yerba's strategy aligns with other successful functional beverages like kombucha, which has seen explosive growth globally over the past few years. The fermented tea beverage market was valued at $1.67 billion in 2019 and is projected to reach $7.05 billion by 2027, driven by consumer interest in gut health and probiotic benefits. The COVID-19 pandemic accelerated these wellness trends, with 41.6 per cent of individuals in the Middle East and North Africa reporting increased consumption of fruits and vegetables during the pandemic, while 48.8 per cent reduced fast-food intake, indicating a shift towards healthier eating habits. Wellness tourism, another booming sector growing at 16.6 per cent annually, was valued at $651 billion in 2022 and is projected to reach $1.4 trillion by 2027. This reflects a growing consumer desire to integrate health-focused experiences into every aspect of their lives, including travel and social activities. Unexpected market penetration Market research and early sales data have revealed surprising consumer demographics, according to Tarabay. 'We didn't expect a certain audience to be very attentive to our product and brand, which was the local community,' he said. 'We see that the local communities are coming back time and time again.' Perhaps more significant for the business model, Yerba has achieved its early growth without formal marketing campaigns. 'Key influencers are trying out yerba by themselves, through their customer journeys,' he added, indicating that planned influencer marketing initiatives could accelerate growth further. Expansion strategy The company has ambitious plans for scaling operations across multiple dimensions. 'We are heading regional. That is the goal,' Tarabay confirmed. 'In terms of expansion, we're actually going to be growing our product lines very soon. We're doubling down on awareness and access for Yerba, it's going to be more accessible in different aggregators and different marketplaces.' While specific platforms remain undisclosed until partnerships are finalised, this multi-channel approach suggests a shift from pure direct-to-consumer to a more diversified distribution strategy. The company draws inspiration from global market developments, with Tarabay noting that in January 2024, popular neuroscientist and Huberman Lab podcast host Dr. Andrew Huberman partnered with Canadian investment firm Tiny to acquire a majority stake in Mateína, a Canadian yerba maté beverage company. This high-profile partnership coincided with Mateína's U.S. market debut and included the development of a sugar-free, non-smoked yerba maté beverage, potentially signalling growing mainstream interest in the product category. Yerba's market positioning balances authenticity with accessibility, recognising both the South American origins and Middle Eastern adoption of maté. 'Our branding is about honouring tradition, but with a modern twist,' Tarabay explained. 'We do believe that it is a great South American product.' This carefully calibrated approach aims to appeal to wellness-focused consumers seeking authenticity while making the product accessible to those unfamiliar with maté culture. Operational challenges However, building a new product category presents significant challenges, particularly in consumer education and securing reliable supply chains for premium yerba maté. 'Even when we were looking around and trying to find the suppliers, it was quite difficult to even find anyone that does this certain product,' Tarabay revealed, highlighting supply chain development as a critical business function. As Dubai's wellness market continues to mature, with consumers increasingly seeking functional beverages that deliver both health benefits and social cachet, Tarabay believes Yerba appears well-positioned to capitalise on emerging trends in a sector that shows no signs of slowing down. 'We genuinely hope that we're going to be achieving the numbers that we are seeing right now when it comes to matcha and kombucha parties,' said Tarabay, with the quiet confidence of an entrepreneur who has identified a genuine market opportunity. 'It does have a great addition to your health, to your lifestyle, and to the community as a whole.'
