In a survey conducted in October 2021 in the United Kingdom, 23 percent of Millennials and 22 percent of Gen Z reported being influenced by social media when purchasing groceries/food for home. In contrast, that figure stood at only 11 percent for Generation X and one percent for Baby Boomers.
Share of consumers who were influenced by social media when purchasing groceries/food for home in the United Kingdom in 2021, by generation
The original survey question was the following: "Think about the purchases you have made in the following categories over the past three months. Were you influenced toward a certain brand by a post on social media in the following categories?"
*Includes silent generation.
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McKinsey & Company. (November 22, 2021). Share of consumers who were influenced by social media when purchasing groceries/food for home in the United Kingdom in 2021, by generation [Graph]. In Statista. Retrieved December 22, 2024, from https://www.statista.com/statistics/1291538/social-media-influence-on-food-purchases-by-generation-uk/
McKinsey & Company. "Share of consumers who were influenced by social media when purchasing groceries/food for home in the United Kingdom in 2021, by generation." Chart. November 22, 2021. Statista. Accessed December 22, 2024. https://www.statista.com/statistics/1291538/social-media-influence-on-food-purchases-by-generation-uk/
McKinsey & Company. (2021). Share of consumers who were influenced by social media when purchasing groceries/food for home in the United Kingdom in 2021, by generation. Statista. Statista Inc.. Accessed: December 22, 2024. https://www.statista.com/statistics/1291538/social-media-influence-on-food-purchases-by-generation-uk/
McKinsey & Company. "Share of Consumers Who Were Influenced by Social Media When Purchasing Groceries/Food for Home in The United Kingdom in 2021, by Generation." Statista, Statista Inc., 22 Nov 2021, https://www.statista.com/statistics/1291538/social-media-influence-on-food-purchases-by-generation-uk/
McKinsey & Company, Share of consumers who were influenced by social media when purchasing groceries/food for home in the United Kingdom in 2021, by generation Statista, https://www.statista.com/statistics/1291538/social-media-influence-on-food-purchases-by-generation-uk/ (last visited December 22, 2024)
Share of consumers who were influenced by social media when purchasing groceries/food for home in the United Kingdom in 2021, by generation [Graph], McKinsey & Company, November 22, 2021. [Online]. Available: https://www.statista.com/statistics/1291538/social-media-influence-on-food-purchases-by-generation-uk/
