New research by digital agency Greenpark has found that as many as two-thirds (67%) of Millennials – those born between 1981 and 1996 – have purchased food directly through social media.

The research also found that one-third of all customers had made similar purchases, with TikTok emerging as the dominant platform. A total of 43% of consumers were likely to make an FMCG acquisition there, rising to 60% among its primary Gen Z user base, people born in the late 1990s and early 2000s.

Facebook (42%) and Instagram (38%) also had strong consideration among UK customers, while YouTube exhibited a strong performance among male audiences and millennials.

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“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,” said Sam Barker, head of omnichannel search and insights at Greenpark.

“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.”

The agency’s survey also showed that generational preferences further shaped how and where food content was consumed, with older demographics continuing to rely on Google as their main search engine (49% for Gen X). However, younger consumers increasingly favoured searching on platforms like TikTok, used by 60% of Gen Z for food-related content.

Among millennials, YouTube again remained the most popular search engine, cited by 62% as their preferred source.