United Kingdom
21 November 2024
Born between 1997 – 2012, Gen Z are the retail consumers of the future. We have explored their perception of health when making food choices, particularly around red meat and dairy. But where are Gen Z sourcing this information from?
Social media has the greatest influence on Gen Z
Around two thirds of 10–22-year-olds claim to often hear about food and drink on social media (IGD, 2023).
‘ Tiktok/ Instagram reels have the biggest influence on what I cook’ Female, 16-22 (IGD, 2023)
‘The biggest influence when I am cooking is seeing people make food dishes online and wanting to be able to remake them.’ Female 16-22 (IGD, 2023)
Often seen to accelerate food trends in the wider population, social media has a strong influence among 16–34-year-olds (Mintel’s Attitudes towards Healthy Eating – UK – 2024 Report). Mintel have also reported that 75% of 16-34’s find media content, such as social media and articles, which promotes healthy eating to be aspirational.
In the most recent Trust and Traceability annual tracker run by AHDB, research showed social media has a strong influence on Gen Z, with 55% reporting they use TikTok for information about food, 12 percentage points (ppt) higher than the general population (AHDB/Blue Marble Trust Survey, ages 18-26, 2024).
The research also found that 70% of Gen Z report using social media such as TikTok for inspiration, compared with just 53% of the general population (AHDB/ Blue Marble, 2024).
Therefore, there is an opportunity to utilise short format social media videos, or photography of tasty, trendy dishes to help to capture the attention of Gen Z consumers and help increase long term positivity and engagement with red meat and dairy in Gen Z diets.
Meat and dairy in social media
When looking into where Gen Z are most likely to hear about red meat and dairy, it is unsurprising that social media scores highest (AHDB/YouGov, ages 18-27, August 2024).
Sources for information for red meat and dairy for Gen Z consumers
Source: AHDB/YouGov, August 2024, source of where consumers have seen, heard or read anything about red meat or dairy (aged 18-27)
While social media also ranks as the top source for hearing something about red meat or dairy for the general population, when compared to 18-27 year olds, it is slightly less likely to be used for dairy (-1ppt), however significantly lower for red meat (-27ppt). The type and frequency of social media use will also vary across the generations.
Equally, more traditional formats such as TV (+8ppt for dairy, +19ppt for red meat), on the radio (+5ppt for dairy, +1ppt for red meat) or in newspapers or magazines (+4ppt for dairy) are more likely be used as a source of information for the general population in comparison to Gen-Z consumers (AHDB/ YouGov, August 2024).
It is therefore important to clearly understand which demographic is being targeted with adverts or information and use a strategic approach for the types of media format used for different campaigns, particularly when targeting Gen Z consumers.
A generation of engaged consumers
It is apparent that younger demographics are more likely to take an active approach to learning about healthy eating, with almost a fifth of 16–34-year-olds having picked up information from four or more sources compared to just 4% for those aged 55+ (Mintel’s Attitudes towards Healthy Eating – UK – 2024 Report).
While this younger demographic is more inclined to research healthy eating, this may be in part due to the desire to make sure the information they are using is accurate, rather than an underlying desire for further information.
It could be argued that older consumers are more trusting about the information they find due to the confidence they place in the sources they use. This does bring into discussion the impact that social media being used as a main source of information may have on younger consumers, and perhaps that the industry should take a more active approach in ensuring that there is accurate information about food, farming and agriculture in social media to dispel misinformation and improve trust.
How has AHDB utilised this insight?
AHDB have taken much of the insight onboard, and proactively targeted marketing campaigns to Gen Z consumers with specific social media campaigns such as our Love Pork, Let's Eat Balanced and Milk Every Moment campaigns, showcasing beef, lamb, pork and dairy in formats which best resonate with Gen Z.
AHDB also understand that it is important to challenge misinformation so that the industry can encourage balanced and accurate reporting about British agriculture and food production. We encourage individuals to report any claims seen either in advertising or other forms of media which we can challenge. Please send any submissions to: adcheck@ahdb.org.uk
Key recommendations
- Engage with social media to provide a trusted source of information on topics such as health
- Develop dishes using red meat and dairy that can fit into different food trends, or look to develop new trends
- Understand key audiences for adverts or information and target the format used to ensure that the largest number of this demographic is likely to see or engage with it
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