Social media platforms are cooking up increased sales, with one third of consumers new purchasing food directly through them, reveals new data.

Research from digital agency Greenpark found that one third of UK shoppers have bought food directly through social media, a statistic that jumps to 67% for millennials.

The study finds that social media platform TikTok is the most popular channel, with 43% likely to make a food purchase from it, followed by 42% for Facebook, and 38% for Instagram.

The findings show a link between content discovery and purchase behaviour, with 66% of consumers having bought a food product or ingredient featured in a recipe they’ve seen online.

Alongside social media’s new role as a point of sale, the research also highlighted the difference in how food-based content is consumed.

While older demographics continue to rely on Google as their main search engine (49% for Gen X), younger consumers increasingly favour searching on platforms like TikTok, which is used by 60% of Gen Z for food-related content.

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Among millennials, YouTube again remains the most popular search engine, cited by 62% as their preferred source.

Meanwhile, the data revealed that artificial intelligence (AI) is beginning to play a notable role in recipe discovery. Among those who have used AI tools for food inspiration, 74% reported using ChatGPT, while 56% had turned to Google’s Gemini.

“As the report shows, food content in social now plays a pivotal role not only in influencing consumer tastes, but also in driving measurable purchasing decisions,”  Greenpark head of omnichannel search & insights Sam Barker said.

“The opportunity for FMCG brands lies in creating content that isn’t only relevant and platform-native, but also commercially effective. It’s the brands that seamlessly link inspiration with action that will win the battle for the consumer’s heart, mind and wallet.”

TikTok Shop head of FMCG Matthew Beane last month commented on how, despite the platform’s grocery push starting with impulse-driven purchases such as snack and drinks, everyday essentials are growing in popularity.

“We see the future of TikTok shop in the UK as fresh food,” Beane added. “We’ve partnered with small businesses, including local butchers and meal delivery services, and the results have been really promising.”