International Food Information Council’s Report Measures Social Media’s Impact on Food Choices

The 18th edition of the Food and Health Survey conducted by the International Food Information Council (IFIC) has surveyed Americans to understand their perceptions, beliefs, and behaviors surrounding food and food-purchasing decisions. This year’s survey continues an examination of issues related to personal health, nutrition, eating patterns, food production, and food safety. Among many highlights, this year’s survey findings include:

• The increased cost of food and beverages has impacted shopping behaviors for many Americans
• Social media content focused on food and nutrition can cause confusion and doubt
• Food and beverage choices are interconnected with mental and emotional well-being
• Environmental sustainability continues to trail other decision-making factors
• Roughly half of Americans have followed an eating pattern or diet in the past year
• Snacking frequency remains elevated for the second straight year
• More Americans are willing to pay additional costs for products that are socially sustainable

In the past year, nine in ten Americans (91%) have noticed an increase in the overall cost of food and beverages, up from 83% in 2022. Seven in ten (72%) describe this increase in food cost as “major” (up from 59%). As a result of increased costs, many have opted for new products or brands that are less expensive (with 47% saying they “always/often” do so), have chosen less-premium or brand-name products (47%), or have cut back on non-essential products (47%). In addition, more than a quarter (28%) say they have made less-healthy food and beverage choices due to increased costs. That said, price is not the only driver of food and beverage purchases. The importance of taste, which still ranks number one as a purchase driver, has increased from 80% to 87%. Healthfulness also remains a key driver for six in ten respondents (62%). And convenience is up, from 56% to 61%.

Four in ten Americans (42%) have come across social media content on food and nutrition in the past year. Exposure to this content increases among Gen Z (71%) and Millennials (58%). Facebook (64%), YouTube (57%), and Instagram (51%) are the top platforms where Americans have seen food and nutrition content. Interestingly, trust in the content is high: two-thirds (67%) trust the information on social media about food and nutrition, with at least seven in ten saying they trust each social media platform. Six in ten Americans (60%) say the content they find on social media about food and nutrition has encouraged healthier choices. However, 68% agree that they have seen conflicting information about what foods to eat or avoid on social media, and 60% agree that the conflicting information makes them doubt their eating choices. As a result of social media content, half of Americans (51%) say they have tried a new recipe, 42% say they have tried a new brand or product, 29% say they have tried a new restaurant, and 28% say they have reevaluated their relationship with food.

Three in four Americans (74%) believe the food and beverages they consume have a significant or moderate impact on their overall mental and emotional well-being. More than six in ten (61%) also believe their overall mental and emotional well-being has a significant or moderate impact on their food and beverages choices. Gen Z (71%) and Millennials (68%) are more likely to believe their food choices are impacted by their well-being than Boomers (56%). Six in ten Americans (60%) say they have been “very” or “somewhat” stressed over the past six months, which is consistent with last year’s results (56%). Gen Z (76%) and Millennials (76%) are more likely to report these levels of stress than Gen X (56%) and Boomers (42%). As a result of their stress levels, 51% of Americans say they consumed much less healthy or somewhat less healthy food and beverages over the past six months compared with their typical consumption.

A third of Americans (34%) say environmental sustainability is highly impactful on their decisions to buy foods and beverages, which continues to fall below the other factors tested. Similarly, 35% say that the climate friendliness of a product has an impact on their purchasing decisions. Millennials are most likely to care, with 46% saying so versus 39% of Gen Z, 38% of Gen X, and 22% of Boomers. Among those who say they care more about the climate friendliness of certain foods, the top categories where it makes a difference in their choices include meat and poultry (62%), fresh fruit and vegetables (55%), and dairy (50%). Consistent with last year, four in ten Americans (40%) say knowing that a food or beverage is produced in a way that minimizes its carbon footprint/climate impact is an important factor in their purchasing decision. Among those who say it’s important, having recyclable (43%) and reusable packaging (37%) are the top indicators of production that minimizes climate impact. Labels that indicate climate friendliness are considered less often—in fact, only 12% say they regularly buy products that are labeled as having a small carbon footprint.

Seven in ten Americans (72%) snack at least once a day in addition to their main meals, a finding consistent with last year’s results (73%). The most common reason for snacking is due to hunger or thirst, which has increased since 2022 (from 34% to 41%). Other top reasons for snacking include the perception that snacks are a treat (29%) and the desire for sweet (21%) and salty (21%) snacks. When snacking in the morning, Americans most often gravitate toward fruits (30%); dairy (14%); danishes, donuts, and pastries (14%); and nutrition bars (13%). Salty and savory snacks are most popular in the afternoon (31%) and evening (26%), along with fruits (20%/16%); candy, chocolate, and other treats (18%/19%); and cookies, cake, or ice cream (17%/29%). In order to choose the portion size of their snack, 41% say they simply eat until they feel satisfied, while a quarter (24%) say they pre-portion how much they plan to eat.