The Search for Food
Food Consumer Search Insights
Food inspiration is omnichannel
75% of UK consumers search for food content every single week – and those searches aren’t happening in one place. Gen X leans on Google. Millennials turn to YouTube. Gen Z defaults to TikTok. Search journeys are fragmented, non-linear and shaped by each generation’s preferred platform.
We surveyed 2,000 UK food consumers to understand this shift from platform influence to cooking confidence. This report reveals how consumers navigate recipes, ingredients, and wider food content across social, search engines and emerging AI engines.
What’s inside?
How platform choice shapes food inspiration
Insights on generational cooking and search behaviour
Why food content is becoming a key trigger for trial and purchase
Meet our four food consumer personas – and find out what’s important to their journey
Behind the report
Jane has more than 15 year’s experience in branded content, transforming brands into multi-channel publishers. As an experienced journalist, editor and content strategist, Jane has worked across omnichannel and 360 content campaigns for brands like Burberry, Roll-Royce, Knight Frank, Marks & Spencers and John Lewis.
- Michelle Randall, Digital Content Director
- Nishita Fiji, Senior Editor
- Tanya Jackson, Senior Editor
- Emanuela Seminara, Strategist
- Hannah Kettle, Art Director
- Michelle Brownlee Smith, Content Lead
- Jane Fulcher, Head of Content EMEA & US
- Lauren Flynn-Khutsoane, Head of Marketing EMEA & US
Talk to us
We are all about creating needs-led content for omnichannel search and social – the sure way to futureproof your brand’s digital performance.