Table of Contents
Imagine standing in front of your fridge, uninspired by the same old ingredients, when a video from your favourite food account pops into your mind.
In just seconds, those dull ingredients are transformed into a dish that looks effortless and delicious. Suddenly, you’re adding a few extras to your shopping list or diving straight into the recipe.
What makes these moments so compelling?
Is it the relatable content, the trust in familiar voices or the sheer joy of discovering fresh culinary ideas that makes social media such a powerful force in our kitchens?
Objective
Our recent BoltChatAI research dives into the UK food market, uncovering how social media platforms, influencers and food brands are shaping cooking habits, recipe preferences and purchasing behaviours.
With the aim of identifying key drivers behind consumer choices, the study explores the allure of visual content, the impact of trusted social media influencers and the rising popularity of trends like innovative kitchen tools.
It also delves into how factors like convenience, curiosity and taste shape decisions in today’s dynamic digital landscape.
Audience & Methodology
We engaged social media users across the United Kingdom, aged 18 to 35, who regularly turn to digital platforms for cooking inspiration and food-related content.
Participants were carefully screened to include those who frequently use social media to discover recipes, follow food influencers and make purchases based on recommendations.
This focused approach provided meaningful insights into the behaviours and motivations of an audience deeply immersed in the intersection of social media and culinary culture.
Social Media as a Catalyst for Culinary Curiosity
Social media is inspiring a new era of culinary exploration, encouraging users to try fresh ideas through visually captivating and easy-to-follow content. For many, platforms like TikTok, Instagram and Pinterest have become key players in shaping cooking habits and influencing purchases.
TikTok’s engaging short videos often inspire immediate recipe trials, while Instagram shines with its reliable step-by-step guides that make recreating dishes approachable and rewarding.
By seamlessly blending creativity with practicality, these platforms remain an essential resource for modern home cooks.
Influencers and Trust in Recommendations
Trust in food influencers is rooted in their authenticity and relatability, with users drawn to those who feel genuine.
Influencers like Nigella Lawson, newfoodsuk and Joe Wicks stand out by sharing simple, healthy and delicious recipes through visually engaging content that inspires curiosity and encourages users to try new dishes or products.
For health-conscious audiences, recommendations from experts like dieticians carry additional weight, reflecting a preference for credible, expert-backed advice alongside relatable inspiration.
The Role of Personalisation and Convenience
Social media’s personalised content, tailored to users’ past interactions, has reshaped how people approach cooking and shopping. Tailored posts seamlessly introduce users to recipes and products that align with their tastes and needs.
Convenience also plays a key role, as busy users gravitate toward quick, easy-to-prepare meals and practical kitchen tools that simplify their routines without compromising quality or flavour.
Social Media, Kitchen Gadgets and the Power of Visuals
Social media has transformed how people discover and buy kitchen gadgets, from air fryers to mini graters. Engaging videos and aesthetically pleasing posts showcase their practicality, making them must-have items.
Trusted influencers and community reviews reinforce confidence, turning inspiration into action and passive viewers into confident buyers.
If you want to check out the full report, you can access it here! Want to discover more about BoltChatAI? Simply hit the ‘Book a Demo’ button in the top right to get started!
