Social media is deeply integrated into consumer habits, with nearly 90% of US users reporting daily activity. The top used social media apps are also the ones consumers prefer to find food and drink content on, with highly visual and engaging apps (Facebook, YouTube, TikTok, Instagram), far exceeding engagement from historically food-oriented apps (Yelp, Pinterest).
When it comes to the type of content consumers want to see from restaurants and food and drink brands on social media, deals and discounts as well as cooking and shopping hacks rise to the top, underscoring the role value plays online and off. Content that helps consumers stretch their budgets without compromising experience or taste will continue to increase in demand as economic factors (such as potential tariffs) lead to price increases across core food and drink categories.
Brands have the opportunity to play a critical role in providing tips on cost-saving and efficient cooking as economic concerns permeate, potentially influencing purchasing decisions. However, social media discourse is a double-edged sword, meaning brands must treat cautiously to maintain positive engagement.
This report looks at the following areas:
- Market factors and drivers of the social media landscape
- Consumer segmentation based on attitudes toward food content online
- Social media sites/apps used for food-related content
- Social media behaviors
- Content preferences from restaurants and food and drink brands
- Attitudes about influencers
- Attitudes about social media
In a crowded food and drink market, social media has become a valuable tool for consumers to make informed decisions, seek out deals and explore new products.
Paige Leyden, Research Manager – Foodservice, US
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- Special thanks to our contributors
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EXECUTIVE SUMMARY
- What you need to know
- What consumers want and why
- Opportunities
- Traditional kitchen staples get their time to shine once again
- Social media revitalizes former staples
- Pop-ups offer new ways to engage online and in-person
- Menu hacks foster connection and open new doors
- Media entertainment will continue to influence the culinary landscape online
- Tourism, TV and social media are all interconnected
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MARKET DYNAMICS
- Market context
- Consumer sentiment declined by 10% from January – falling to its lowest level since late 2023
- Graph 1: consumer sentiment index, 2022-25
- Tariffs are sparking consumer concern about grocery shopping
- Graph 2: tariff-related concerns, 2025
- Market drivers
- Meta dominates daily social media frequency
- Graph 3: daily use of social media platforms, 2025
- Social media will become young consumers’ classroom as cooking enthusiasm rises
- Graph 4: percent of consumers that enjoy cooking, by generation, 2024
- Graph 5: interest in improving cooking skills, by generation, 2024
- Recipe discovery and cooking inspiration shifts from cookbooks to the phone
- Graph 6: sources of cooking inspiration/new recipes, 2024
- Social media can be a breeding ground for contempt
- Social media gives grassroots movements against food and foodservice brands a platform and adds fuel to the fire
- Social media drives skepticism, getting in the way of clear messaging
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CONSUMER INSIGHTS
- Consumer fast facts
- Overview/user profiles
- Food content engagement reflects social media behavior patterns
- Online food content resonates differently across audiences
- Graph 7: attitudes, by target segments, 2025
- Using cluster analysis to segment social media food content consumers based on attitudes
- Graph 8: clustering component alignment – social media food content users segments, 2025
- Selective Surfers
- Selective Surfers will respond to tailored, engaging content
- Discerning Diners
- For Discerning Diners, avoid overt tactics; focus on trust and informed engagement
- Digital Foodies
- Fast-paced, trendy content will resonate with Digital Foodies
- Offline Traditionalists
- Traditional media remains key for reaching Offline Traditionalists
- Social media sites/apps used for food content
- Food thrives on platforms that favor visual storytelling
- Graph 9: preferred social media for food/foodservice content – net – any rank, 2025
- The social media food landscape is saturated
- Graph 10: preferred social media for food/foodservice content, ranked, 2025
- Boomers prefer to keep food content off personal social media
- Graph 11: preferred social media for food/foodservice content, net – any rank, by generation, 2025
- Social media behavior
- Social media informs food habits at scale
- Graph 12: content consumption behaviors – frequency, 2025
- Stark differences in how the four target groups engage with food content on social media
- Graph 13: food content consumption behaviors – any frequency, by target segments, 2025
- A look at target segments’ engagement with food content online
- Younger consumers will embrace personalized online shopping channels
- Graph 14: select food content consumption behaviors – any frequency, by target segments, 2025
- Attitudes about social media
- Consumers turn to food and drink social media where inspiration meets entertainment
- Graph 15: attitudes toward food/drink related social media, 2025
- Consumers are on the fence about influencers
- Graph 16: attitudes toward food/drink related social media, 2025
- The growing influence of social media on younger consumers’ food and drink choices
- Graph 17: attitudes toward food/drink related social media – NET any agree, by generation, 2025
- Brand narratives and outsider perspectives play a key role in engaging consumers
- Men rely on food and drink social media for information and ideas
- Graph 18: attitudes toward food/drink related social media – strongly agree, by generation, 2025
- Types of media consumed online
- Restaurant sources have a slight edge over brands
- Graph 19: online food/drink content usage, 2025
- Creativity correlates with women’s content consumption
- Graph 20: online food/drink content usage, by gender, 2025
- Younger consumers’ social media algorithms are tuned into food & drink content
- Graph 21: online food/drink content usage, by generation, 2025
- Social media content preferences from restaurants
- Operators can use social media to stand out against their competition
- Graph 22: social media content wanted from restaurants, 2025
- Social media content around deals and ingredient transparency are a priority
- Women want more information, while men want more connection
- Graph 23: types of content wanted from restaurants, 2025
- Entertaining content can capture more than just attention
- Graph 24: content preferences from restaurants, by generation, 2025
- Inclusive content can extend reach online
- Graph 25: content preferences from restaurants, by race, 2025
- Social media content preferences from CPG brands
- Consumers want hacks in more ways than one
- Graph 26: content preferences from CPG brands, 2025
- Informative content with shortcuts can motivate at-home cooking
- Women prefer content that can provide cooking and shopping inspiration
- Graph 27: content preferences from CPG brands, by gender, 2025
- Moms want to be crafty in and outside of the kitchen
- Graph 28: content preferences from CPG brands, by parental status by gender, 2025
- Entertainment on par with practicality for Gen Z
- Graph 29: content preferences from CPG brands, by generation, 2025
- A little diversity in content can go a long way
- Graph 30: content preferences from CPG brands, by race, 2025
- Representation must go beyond surface-level diversity
- Graph 31: opportunities for brand DEI efforts, 2024
- Content preferences from influencers
- The art of influencing in food and drink means balancing practical and emotional needs
- Graph 32: factors consumers look for in food or drink focused influencers, 2025
- Harness the power of influencers to deliver helpful and engaging guidance
- Food-focused social media can serve as a hub of connection for younger consumers
- Graph 33: factors consumers look for in food or drink focused influencers, by generation, 2025
- Women juggling responsibilities want practical solutions
- Graph 34: factors consumers look for in food or drink focused influencers, by gender, 2025
- Food and drink influencers can help support parents beyond traditional networks in the new age
- Graph 35: factors consumers look for in food or drink focused influencers, by gender, 2025
- Influencers gain parents’ confidence through shared experiences and straightforward advice
- Influencers and trust
- Genuine content wins over vanity metrics in establishing credibility
- Graph 36: factors that would help consumers trust food or drink focused influencers, 2025
- Build trust with digitally savvy young consumers through influencer interactions
- Graph 37: factors that would help consumers trust food or drink focused influencers, by generation, 2025
- Men and women agree on what fosters confidence in influencers
- Graph 38: factors that would help consumers trust food or drink focused influencers, by gender, 2025
- Cultivate trust with parents through interaction
- Graph 39: factors that would help consumers trust food or drink focused influencers, by parental status, 2025
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INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- The iconic green bottle that is now unmistakably Graza
- Graza expands product line and partnerships
- Louis Vuitton takes food and drink to the next level…
- …and food & drink brands give a nod to luxury
- Restaurants are breaking language barriers using AI
- Marketing and advertising
- Taco Bell takes a page from big tech’s playbook
- Recipe inspiration from brands drive motivation in the kitchen
- The viral cheese pull that defined Chili’s online identity
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APPENDIX
- Consumer research questions
- Consumer research methodology
- TURF methodology
- Generations
- Abbreviations
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