Almost three quarters of Gen Z get meal inspiration from social media - not cookbooks

Nearly three quarters of Gen Z source their meal inspiration from social media - twice the number who rely on cookbooks. Shifting away from traditional sources, three quarters of 18-27 year olds now get their recipes from platforms such as TikTok and Instagram, showing how the way people plan their meals is changing.

Two thirds of the 1,000 Gen Z adults surveyed follow food content creators on social media. Moreover, four in ten young adults claim influencers are the most trusted source for food content - ahead of celebrity chefs and cooking channels. In comparison, only 32 per cent turn to a traditional cookbook and 45 per cent chat with family and friends.

The study, commissioned byPublicis Commerce, also discovered that many are turning inspiration into action, with 42 per cent purchasing ingredients via social media content.

Discount codes and affiliate links were significant motivators, while speed and convenience also matter, as 21 per cent claim this method of buying made the shopping process quicker.

Others said it saves them from searching for ingredients elsewhere (37 per cent), going out to the shop to buy it (30 per cent) and writing a list (22 per cent).

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.

"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," he added. "For brands, that means the time between inspiration and buying is shrinking and the implications for how people shop are huge."

The study suggests this new shopping trend could be fostering a generation of home cooks - with a third confessing they rarely eat out due to lack of money and time.

Over half enjoy cooking and discovering new recipes, and 42 per cent prefer to prepare quality meals at home rather than dining out.

However, 24 per cent would struggle to come up with meal ideas without the aid of social media and 63 per cent credit it for encouraging them to try new flavours and dishes.

The research, conducted via OnePoll, also unveiled the social media food trends people have attempted, including bubble tea (33 per cent), roast dinner wraps (24 per cent) and pancake cereal (20 per cent).