UK consumers food shopping influenced by social media 2021, by generation

Published by Emma Bedford, May 12, 2022
In a survey conducted in October 2021 in the United Kingdom, 23 percent of Millennials and 22 percent of Gen Z reported being influenced by social media when purchasing groceries/food for home. In contrast, that figure stood at only 11 percent for Generation X and one percent for Baby Boomers.

Share of consumers who were influenced by social media when purchasing groceries/food for home in the United Kingdom in 2021, by generation

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Release date

November 2021

Region

United Kingdom

Survey time period

October 15 to 22, 2021

Number of respondents

1,019 respondents

Age group

18 years and older

Supplementary notes

The original survey question was the following: "Think about the purchases you have made in the following categories over the past three months. Were you influenced toward a certain brand by a post on social media in the following categories?"
*Includes silent generation.

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