TikTok has become a major source of food inspiration, from viral recipes and restaurant reviews to influencer-led cooking trends. New research suggests those videos may do more than entertain. They may also influence what young people want to eat and how they think about food.
A study published in the International Journal of Consumer Studies examined how TikTok shapes food-related attitudes and behaviors among young users. The research was based on a 2025 online survey of 406 active TikTok users and explored how algorithmic exposure, social influence and emotional engagement with creators relate to dietary preferences.
Researchers found that TikTok’s influence operates through several overlapping pathways. Users who perceived the platform as useful or entertaining were more likely to report being influenced by food-related content. Viral recipes, influencer reviews of dining venues and repeated exposure to popular food trends were all associated with shifts in attitudes toward food and eating.
“Nowadays, young people are aligning most of their dietary habits with the content they might see in social media,” said Artur Strzelecki, PhD, the study’s corresponding author.
He noted that food trends featured in TikTok videos can shape what young people choose to eat, where they go to eat and how they evaluate recipes.
The study also highlighted the role of social context. Opinions from friends, family and peers appeared to reinforce the influence of TikTok content, suggesting that food trends often gain traction both online and offline. Emotional bonds with content creators were another key factor, with stronger perceived connections linked to greater influence on food attitudes.
The researchers emphasized that the findings reflect associations rather than cause-and-effect relationships. The study relied on self-reported survey data and did not assess diet quality, nutritional intake or health outcomes. Instead, it focused on understanding how exposure to food content and social dynamics relate to preferences and intentions around eating.
Still, the findings offer insight into how digital platforms may shape everyday food decisions, particularly among younger users who rely heavily on social media for information and inspiration. Rather than framing TikTok as inherently harmful, the research suggests that its influence depends on how content is encountered, shared and emotionally experienced.
As food trends increasingly emerge from digital spaces rather than traditional sources, understanding these influences may help consumers, parents and educators better navigate the role social media plays in shaping how and why people eat what they do.
The authors reported no funding sources or competing financial interests associated with this study.