Three quarters of Brits now get food inspiration from TikTok every week
Three quarters of Brits now regularly get their food inspiration from social media platforms like TikTok, new research reveals.
The poll of 2,000 people by Florette found 75% of UK adults discover recipes and meals on social media on a weekly basis.
Younger adults are driving the shift, with 89% of 25–34 year olds getting food inspiration on social media every week, and more than half (53%) every single day.
A quarter of people (25%) have bought a food product after seeing it on social media, while 27% have shared a recipe with a family or friend.
Salads are a surprise driver of the trend, with the viral cucumber salad and La Scala chopped salad generating millions of views on TikTok and Instagram.
More than four in five people (82%) say their ideal salad contains four or more ingredients, while Brits say the perfect salad contains six components.
Protein (45%) tops the list of favoured ingredients, followed by dressings (33%) and crunchy toppings (33%).
Polly Davies, head of category and marketing, from Florette said: “Online food trends are moving into everyday eating habits at pace. People want meals that feel colourful, creative and worth getting excited about but still easy enough to enjoy in real life.
“That shift is changing the role of salad too. Today’s salads are more generous and considered, with standout leaves, texture, toppings and dressings all playing a role. It shows that healthy eating can be satisfying, full of flavour and anything but boring.”
