FMCG
Data Reveals 1 in 3 Brits Now Purchase Food Through Social Media
UK Social Media Shopping Drives Food Sales Growth
The rise of UK Social Media Shopping is transforming how British consumers buy food, with one in three now purchasing through these platforms.
TikTok and Facebook Lead the Food Shopping Trend
A recent Greenpark study revealed 33% of UK shoppers have bought food directly from social media platforms. Among millennials, the figure jumps to 67%. TikTok leads the way, with 43% likely to make purchases, followed by Facebook at 42% and Instagram at 38%.
These platforms have become more than places for content—they’re now active food sales channels. Notably, 66% of users said they bought food or ingredients featured in online recipe videos.
Search Habits Show a Generational Shift
Younger shoppers no longer rely on Google as their main food search tool. Gen Z users prefer TikTok for food inspiration, with 60% turning to it for content. Meanwhile, 62% of millennials favor YouTube as their primary platform.
Older consumers, however, still prefer Google. For example, 49% of Gen X rely on it for food content searches, showing a clear generational divide.
AI Tools Add Another Layer of Influence
AI is now a major player in the food discovery process. Among those using AI for inspiration, 74% use ChatGPT, and 56% turn to Google Gemini. These tools help consumers find recipe ideas quickly and efficiently.
Experts say brands must adapt by blending platform-native content with commercial intent. “The key is connecting inspiration with action,” said Sam Barker from Greenpark.
TikTok Eyes Fresh Food as the Next Big Thing
TikTok Shop’s FMCG leader, Matthew Beane, said the platform started with snacks and drinks but now sees growth in fresh food. He pointed to partnerships with small local businesses like butchers and meal delivery services as major growth areas.
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