Insights

From Social Scroll to Shopping Cart: The Food & Beverage Content Effect

Smart 360

Smart 360

— 2 min read
From Social Scroll to Shopping Cart: The Food & Beverage Content Effect
Image created by Chat GPT.

Gen Z isn’t flipping through cookbooks or wandering grocery aisles for inspiration. Instead, they’re scrolling TikTok and Instagram, and then buying what they see. A new study by Publicis Commerce and OnePoll (Aug 2025) reveals just how tightly social content is now linked to what ends up on the dinner table, and why this should matter to every marketer selling food, drink, or kitchen-adjacent products.

From Scroll to Supper: The Data

The research uncovered powerful insights:

  • 72% of Gen Z get their meal ideas from social media — double the number who rely on cookbooks.
  • 84% use TikTok and 75% use Instagram for food inspiration.
  • 45% respond to promo codes.
  • Spend an average of 3h 54m per week watching food content.
  • 52% enjoy cooking and 42% prefer home-cooked meals over eating out.
  • 63% have tried a new flavor or cuisine because of something they saw online.

Why It Matters for Marketers

This is creator-led commerce in its purest form: a continuous loop from inspiration → product → purchase. For brands, the takeaway is clear; if you’re not present in these moments of discovery, you’re invisible when the shopping list is made.

It’s also a reminder that Gen Z’s trust sits with individuals, not institutions. Campaigns anchored in authentic creator partnerships, with a direct path to purchase, have an edge over broad-reach, brand-first messaging.

Actionable Moves for Marketing Teams

  • Embed commerce in content: Integrate shoppable links, affiliate partnerships, or in-app purchase features directly into creator posts.
  • Own the “recipe moment”: Sponsor or co-create dishes that naturally showcase your products, aligning with viral formats (quick cuts, ASMR, before/after reveals).
  • Time your drops: Align launches or seasonal products with content release schedules to meet viewers in their moment of highest intent.
  • Measure more than reach: Track conversions from codes, clicks, and shoppable content — not just impressions.

Bottom Line

For Gen Z, “What’s for dinner?” is answered on their For You page. And the brands that understand how to move from feed to fridge seamlessly will win not just the sale, but repeat loyalty. Creator-led commerce isn’t just a trend, it’s the new recipe for growth.

Read more