BOSTON — Social media has dramatically impacted consumers’ “culinary exploration” in recent years, as growing numbers of consumers rely on the online medium as a major source of food inspiration, cooking techniques and kitchen product purchases, according to a new report from ButcherBox, a leading direct-to-consumer meat and seafood brand.
The report, based on a Pollfish survey of some 2,000 consumers, found that more than half of surveyed Americans (56%) reported “increased confidence in the kitchen” as a result of social media platforms. Of the 88% of survey respondents who report using social media for food inspiration, more than half depend on it weekly as they plan their meals, ButcherBox reported.
Expanding social media’s influence beyond recipes, the survey also found that consumers “have leaned into these social resources as their comprehensive food education source,” with nearly three-quarters of respondents claiming they use social media for tips like cooking techniques and skills.
This newfound education has also impacted consumers’ purchasing behavior when it comes to conscious consumption,” ButcherBox added, noting that nearly half of surveyed consumers credit social media for changes to their food shopping habits.
“While not surprising that social media has impacted food culture, like it has so many other industries, it’s inspiring to see the impact translate as a confidence-booster for consumers when it comes to getting into the kitchen and preparing a meal,” said Kiran Smith, chief marketing officer at Boston-based ButcherBox.
“We can thank social media for the culinary exploration taking place in kitchens across the country,” Smith observed.