Overview

• Nearly three in four Gen Zers source recipes from TikTok and Instagram, compared with just 32% relying on traditional cookbooks.
• Gen Z devote an average of 3 hours and 54 minutes per week to food-related content across social platforms.
• Forty percent of young adults name social media influencers as the most trusted purveyors of meal ideas, outpacing celebrity chefs.
• Forty-two percent have snapped up ingredients via direct links or affiliate offers after spotting recipes online.
• With inspiration-to-purchase times shrinking, brands must embed shoppable links within food content to stay relevant.