67% of Millennials have bought food directly through social media, a study by digital agency Greenpark found.

One-third of all shoppers have done the same, with TikTok being the top platform. About 43% of people are likely to buy fast-moving consumer goods (FMCG) on TikTok, and that number jumps to 60% among Gen Z users.

Facebook (42%) and Instagram (38%) are also popular among UK shoppers. YouTube is especially popular with men and Millennials.

“As the report shows, food content in social now plays a pivotal role not only in influencing consumer tastes, but also in driving measurable purchasing decisions,” said Sam Barker, head of omnichannel search and insights at Greenpark.

“The opportunity for FMCG brands lies in creating content that isn’t only relevant and platform-native, but also commercially effective. It’s the brands that seamlessly link inspiration with action that will win the battle for the consumer’s heart, mind and wallet.”