Four in ten Americans (42%) have come across social media content on
food and nutrition in the past year. Exposure to this content increases
among Gen Z (71%) and Millennials (58%), both of whom are more likely
to have seen content than Gen X (36%) and Boomers (22%).
Facebook (64%), YouTube (57%), and Instagram (51%) are the top
platforms where Americans have seen food and nutrition content.
Interestingly, trust in the content is high: two-thirds (67%) trust the
information on social media about food and nutrition, with at least seven
in ten saying they trust each social media platform.
Six in ten Americans (60%) say the content they find on social media
about food and nutrition has encouraged healthier choices. However,
68% agree that they have seen conflicting information about what foods
to eat or avoid on social media, and 60% agree that the conflicting
information makes them doubt their eating choices.
As a result of social media content, half of Americans (51%) say they
have tried a new recipe, 42% say they have tried a new brand or product,
29% say they have tried a new restaurant, and 28% say they have
reevaluated their relationship with food.
Social media content focused on food
and nutrition can cause confusion and
doubt
Key Findings
Three in four Americans (76%) say price is highly impactful on their
decision to buy foods and beverages, an increase from last year’s
results (68%). Women (82%) are more likely than men (70%) to say that
price significantly impacts their decisions.
In the past year, nine in ten Americans (91%) have noticed an increase
in the overall cost of food and beverages, up from 83% in 2022. Seven
in ten (72%) describe this increase in food cost as "major" (up from
59%). As a result of increased costs, many have opted for new products
or brands that are less expensive (with 47% saying they "always/often"
do so), have chosen less-premium or brand-name products (47%), or
have cut back on non-essential products (47%). In addition, more than a
quarter (28%) say they have made less-healthy food and beverage
choices due to increased costs.
That said, price is not the only driver of food and beverage purchases.
The importance of taste, which still ranks number one as a purchase-
driver, has increased from 80% to 87%. Healthfulness also remains a
key driver for six in ten respondents (62%). And convenience is up, from
56% to 61%.
The increased cost of food and
beverages has impacted shopping
behaviors for many Americans
Executive Summary
3
