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New York Post
05-08-2025
- 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
05-08-2025
- 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).
Wales Online
05-08-2025
- Business
- Wales Online
Gen Z ditches cookbooks and turns to TikTok for recipe inspiration
Gen Z ditches cookbooks and turns to TikTok for recipe inspiration Three quarters of Gen Z are turning to social media for their culinary inspiration, a figure that's double the number who still use cookbooks Three quarters use social media for recipe inspiration (Image: Getty Images) 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. People can shop for ingredients directly through social media (Image: Getty Images) 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. Article continues below 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).
The Irish Sun
05-08-2025
- Lifestyle
- The Irish Sun
Almost three quarters of Gen Zs get meal inspiration from social media – double the number who rely on cookbook
GET A TASTE Almost three quarters of Gen Zs get meal inspiration from social media – double the number who rely on cookbook 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. 2 The average Gen Z spends nearly four hours a week watching food-related content online Credit: SWNS 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. 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
Scottish Sun
05-08-2025
- Lifestyle
- Scottish Sun
Almost three quarters of Gen Zs get meal inspiration from social media – double the number who rely on cookbook
GET A TASTE Almost three quarters of Gen Zs get meal inspiration from social media – double the number who rely on cookbook Click to share on X/Twitter (Opens in new window) Click to share on Facebook (Opens in new window) 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. Sign up for Scottish Sun newsletter Sign up 2 The average Gen Z spends nearly four hours a week watching food-related content online Credit: SWNS 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. 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
