One third of consumers purchase food directly through social media
According to recent study by top digital agency Greenpark, one-third of consumers have made a direct food purchase via social media; among millennials, this percentage doubles to 67%. Given that the typical individual cooks five days a week, the poll shows that brands need to know where and how frequently consumers interact with online recipes and culinary content, especially as it increasingly results in a social media purchase.
Within this space, TikTok is the most influential platform with 43% likely to make a food purchase there, increasing to 60% among Gen Z consumers. Facebook (42%) and Instagram (38%) also play strong roles, while YouTube shows particular strength among male audiences and millennials.
The findings show a powerful link between content discovery and purchase behaviour with 66% of consumers having purchased a food product or ingredient featured in a recipe they’ve seen online. With the average consumer searching for recipes seven times per month, rising to ten for Gen Z and twelve for millennials, insights reveal that social media’s role as both a discovery tool and a point of sale is increasingly significant.
In addition to these trends, the survey unveiled that generational preferences further shape how and where food content is consumed. While older demographics continue to rely on Google as their main search engine (49% for Gen X), younger consumers increasingly favour searching on platforms like TikTok, used by 60% of Gen Z for food-related content. Among millennials, YouTube again remains the most popular search engine, cited by 62% as their preferred source.
The research also reveals that AI is beginning to play a notable role in recipe discovery. Among those who have used AI tools for food inspiration, 74% reported using ChatGPT, while 56% had turned to Google’s Gemini. Tools such as ChefGPT, Mr Cook and SuperCook are also gaining traction, signalling a shift in how consumers access and personalise their culinary experiences.
Sam Barker, head of omnichannel search & insights Greenpark said: “As the report shows, food content in social now plays a pivotal role not only in influencing consumer tastes, but also in driving measurable purchasing decisions. The opportunity for FMCG brands lies in creating content that isn’t only relevant and platform-native, but also commercially effective. It’s the brands that seamlessly link inspiration with action that will win the battle for the consumer’s heart, mind and wallet.”
To express interest in the report sign up here: Food Search Report – Greenpark Digital
