70% of Gen Z says they discover food brands on Instagram- not apps

Remember when finding a new restaurant meant scrolling endlessly through delivery apps? For Gen Z, that’s old news. The real culinary exploration now happens on social media. Research shows that for this generation, Instagram has become the go-to destination for discovering new brands and dining trends. It is not just about grabbing a quick bite; it is about enjoying a full digital experience.

The Rise of the Social-First Foodie

Gen Z is the first truly "digital-native" generation, and it's no surprise that their eating habits are shaped by the online world. Over 70% of Gen Z now look to social platforms as their primary source for discovering cuisines. It's a massive shift from traditional methods, and it's powered by a love for quick, visual content.

Let’s break down the juicy details.

1. Social media is their search engine.

Instead of turning to Google or a delivery app, Gen Z relies on social platforms for discovery. Around 77% use TikTok to find new products, with Instagram close behind at 74%, particularly for dining, fashion, and beauty inspiration.

2. The visuals hit different. 

Food is a sensory experience, and Instagram’s high-res photos and Reels make it impossible to resist.

3. Algorithms know your cravings. 

That one time you liked a ramen video? Now your explore feed is a noodle festival.

4. Trends move faster here. 

Delivery apps list menus. Instagram creates moments; think dalgona coffee, pink pasta, or birria tacos.

5. Social trust beats ads.

Influencers have become the go-to voices in the dining space. Around 44% of Gen Z say they trust these creators more than celebrity chefs or traditional cooking shows. That’s the real power of peer-driven recommendations.

6. Brands need to be Insta-ready.

Visual, bite-sized, and authentic content is now the currency of discovery. More than 60% of Gen Z find new food and beverage products on Instagram and TikTok. When a trend takes off, it often turns into real sales, with 55% saying they have purchased items they first saw online.

Apps Are for Ordering, Not Discovering

Food delivery apps still play a big role, but mostly at the transaction stage. Gen Z uses them to place orders, not to get inspired. By the time they hit “Add to Cart,” they already know what they want… because they saw it on social media.

The Era of the Influencer

When it comes to trust, today’s younger consumers turn to peers and influencers. The rise of food creators and micro-influencers has transformed the way brands approach marketing. These new tastemakers hold significant sway, with their recommendations valued for honest reviews and fresh ideas. This is why many companies are now directing more of their marketing budgets toward social media collaborations.

In fact, more than 40% of Gen Z are inspired to try new recipes they find on social media. The takeaway is clear: if you want to connect with this generation, you have to meet them where they already are—on their phones.

The Power of User-Generated Content

Beyond influencers, Gen Z often discovers new dining spots through friends and peers. The fear of missing out is real, and a friend’s post about a new café or a decadent dessert can be all it takes to spark a visit. Hashtags and location tags act like digital breadcrumbs, leading users to their next great meal.

This kind of user-generated content is a goldmine for brands. It offers social proof, creates authenticity, and builds organic buzz in a way no ad can match.

Final Bite

So, for food brands looking to connect with the next generation of consumers, the message is clear. For brands, being active on Instagram is no longer a choice. It is a necessity. This is where the conversations are happening, trends begin, and the next great meal is being discovered, one scroll at a time.