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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UK consumers food shopping influenced by social media 2021, by generation
In a survey conducted in October 2021 in the United Kingdom, ** percent of Millennials and ** percent of Gen Z reported being influenced by social media when purchasing groceries/food for home. In contrast, that figure stood at only ** percent for Generation X and one percent for Baby Boomers.
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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 ÌÇÐÄÆƽâ°æ. Retrieved July 30, 2026, from /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. ÌÇÐÄÆƽâ°æ. Accessed July 30, 2026. /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. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 30, 2026. /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." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 22 Nov 2021, /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 ÌÇÐÄÆƽâ°æ, /statistics/1291538/social-media-influence-on-food-purchases-by-generation-uk/ (last visited July 30, 2026)
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: /statistics/1291538/social-media-influence-on-food-purchases-by-generation-uk/
