If you're anything like me, a proud Zillenial on the cusp of Gen Z and millennial, social media is your go-to for just about everything from at-home DIY projects to meal inspiration. Deciding what color to paint your walls? Find an inspiration board on Pinterest! Need a tutorial on how to do the heatless hair curl trend? Pull up a YouTube video! Deciding what to eat for dinner? Guess what… Turn to social media!
I’m not alone in this habit. For Gen Z and millennials, platforms like Instagram and TikTok have transformed grocery shopping into an experience that’s interactive, social and if we’re being honest - kind of fun. But why should your brand care? They have economic clout! Gen Z alone is the largest generation alive, making up $143 billion in purchasing power, and millennials’ buying power is undeniable, as the collective income of this generation worldwide is roughly $1.8 billion!
Gatesman understands the importance of staying ahead of the curve—especially when it comes to the intersection of social media and grocery shopping, so we surveyed 150 Gen Z and millennial grocery shoppers to uncover how social media shapes their purchasing decisions. Below are our team’s expert analysis of the results:
Social Media is Now a Supermarket Aisle
It’s true—social media is now as much a part of our grocery routine as checking off a shopping list. In fact, 85% of those surveyed said they have bought a grocery product because of something they saw on social media and 52% said social media has a big impact on the groceries they buy. As someone who scrolls through feeds daily, I’ve also been influenced to buy products that aren’t on my regular shopping list.
“I usually scroll through TikTok and make notes of products that are being used in recipes so I can buy it for myself the next time I’m at the store. My latest buy was plain Greek yogurt to use as a replacement to sour cream.” - Gen Z Survey Respondent
Take cottage cheese for example. According to Modern Retail, the hashtag #cottagecheese garnered well over half a billion views on TikTok over the past year, as creators are sharing how it can be used in better-for-you recipes with creative dishes like viral cottage cheese flatbread and ice cream. Viewers are eager to try these recipes, resulting in grocers seeing a surge in cottage cheese sales.
What Type of Content is the Most Influential?
We established social media content plays a pivotal role in influencing grocery shopping decisions, but what type of content resonates most with consumers? According to our research, recipe videos are the most influential, with 80% of respondents reporting they are the primary reason for purchasing specific grocery items. These videos provide a clear demonstration of how ingredients can be used, making it easier for consumers to envision incorporating them into their own meals.
Health and diet tips follow closely with 49% of those surveyed said they turn to social platforms for guidance on maintaining a balanced and nutritious lifestyle. Influencers and creators who specialize in these topics often introduce grocery items that align with specific health goals, prompting consumers to try new products that support their dietary preferences.
Other popular forms of content include product reviews and shopping hauls, as they provide customers with visual demonstrations and honest feedback, helping them make informed purchasing decisions.
Driving Engagement Through Instagram and TikTok
While social media broadly influences shopping habits, Instagram and TikTok stand out as the most impactful platforms for grocery choices among Gen Z and millennials, which is unsurprising given their shared approach to shaping consumer behavior through similar content and engagement strategies. Both platforms have become essential spaces for brands to engage shoppers through user-generated content and influencer collaborations. These content types can be leveraged by brands to build credibility and drive consumer interest, ultimately increasing sales.
User-generated content (UGC) plays a significant role in creating authentic connections between brands and consumers on Instagram and TikTok. Everyday users and influencers alike share content such as recipes, grocery hauls and product reviews, giving brands organic exposure and encouraging real-time engagement. UGC fosters trust and provides social proof, making it more likely for others to try the featured products.
Influencer collaborations are another powerful strategy brands can tap into on both platforms. Whether it’s a well-known food blogger on Instagram or a rising star on TikTok, influencers have the ability to introduce new grocery products to their audiences in relatable, engaging ways. This allows brands to tap into their established audience, extending the brand’s reach and adding a layer of authenticity and relatability.
What Does This Mean for Brands?
As a Zillenial navigating the grocery aisles both in real life and online, I’ve seen firsthand how social media shapes what I buy, and I’m not alone. It’s clear that for Gen Z and millennials, platforms like Instagram and TikTok are central to the grocery shopping experience. Whether it’s discovering a new product or finding inspiration for your next meal, social media is here to stay—and it’s changing the way we shop.
Here are a few ways your brand can put these insights into action:
- Adopt Trend-Driven Social Strategies: Monitor trending recipes, challenges and product categories on social media, then adapt your content to align with these viral moments. By tapping into what’s popular, brands can increase engagement and drive traffic to their products.
- Collaborate with Influencers: Partner with influencers who align with your brand values and target audience. Influencers can introduce products in a relatable and authentic way, whether through recipes, shopping hauls or product reviews, helping build trust and credibility.
- Leverage User-Generated Content: Encourage customers to share their own experiences with your products, whether it’s through cooking tutorials, reviews or shopping hauls. Highlighting UGC not only builds a community but also amplifies word-of-mouth marketing, giving your brand organic exposure.
- Focus on Short-Form, Visual Content: Instagram Reels and TikTok videos are the preferred formats for younger audiences. Invest in creating snackable, visually engaging content that demonstrates how your products fit into consumers’ daily lives.
Brands that adapt to this shift will not only capture the attention of younger consumers but also create meaningful connections that translate to real-world purchases. At Gatesman, we’re ready to help clients navigate this new era of grocery shopping. So, if your brand isn’t leveraging social media in the grocery space yet, what are you waiting for?
