How Food Influencers Are Shaping What We Eat in 2025

Written by Lauren Graham

Have you ever scrolled through social media and come across a delicious-looking recipe for a food you’ve never had? Suddenly, every part of you craves to try that dish, even though you never would have thought of it otherwise. Social media and its many lifestyle, fashion, and food influencers have significantly altered our perceptions and cultural habits. Through big platforms such as Instagram and TikTok, we see that food culture, especially, is changing and growing. Plus, it's changing our eating habits as well. Food culture, such as global cuisines, health and nutrition, and what’s trending, are all aspects of what shapes our eating habits. But you might be wondering how it all works. And, most importantly, is it good or bad? Let’s talk about it!

BBC News released an article about food influence from social media back in 2021, and what they concluded is still relevant today. What they found is that, in its essence, social media food influence boils down to two concepts: visual and social cues. Let’s start with the visual side of food. Think back to the last food video you watched that you liked. What about that particular food appealed to you? Was it the color and design? Was it the flavor combinations or the person describing the taste? If you answered all of the above, then that food video appealed to your visual senses. According to a psychobiology professor at Birmingham, UK, Suzanne Higgs, “If you see pictures of food, that visual stimulation can prompt you to feel a desire to eat.” (BBC). What captures our eyes in terms of food plays a big part in our appetite and eating habits. Suppose we constantly see a particular food portrayed in an appetizing manner, such as matcha lattes or sardines (yes, sardines!). In that case, we’re more inclined to gravitate towards them because of visual stimulation. All of the mouthwatering food in cooking videos and posts sends us visual cues that influence our desire to consume it. Of course, there are other aspects that go into our food preferences, but visualization plays a key role. In my case, I love the food side of social media, and I’ve often found that there were times when I wasn’t hungry, but catching up on a few cooking reels made me sprint to my fridge. 

The other aspect goes hand in hand with visual cues. Have you ever seen something your friend was eating and immediately wanted whatever it was, just because they had it? That is similar to how it works psychologically whenever we see food videos by our favorite content creators. The article states that our relationships with each other can dictate certain choices, and the closer the relationship, the bigger the influence. (BBC). If we value and respect a specific person in our lives, then we are more inclined to listen to them. The same thing goes for food influencers and content creators. I’m more likely to lean towards a recipe or new dish from an influencer or creator whose content I’m familiar with and enjoy. And, if that dish or item is available to me, then I’m free to try it for myself. For example, I like a chef on social media who put out a recipe for matcha tiramisu, and I’ve definitely added it to my future cooking list! 

Now, there are good and bad sides to food influence. BBC makes the valid argument that influence can sometimes lead you to habits that may seem like the norm but aren’t necessarily healthy for you individually. Some influencers may eat a certain food that benefits them, but may not benefit you and your specific food journey. For example, food trends like eating large quantities of food at once may not be the best choice for everyone. However, there is a positive side to influence. Registered dietitians can impart gut health information on social media that can help individuals on their health journey. Moreover, chefs from around the world can introduce you to amazing cuisines that you would have the pleasure of indulging in. In that way, food influence can spread cultural and global awareness while also sharing tips on health and nutrition.

Overall, the influence of food has become a significant issue in our current culture. And while there are two sides of the same coin, it’s up to you, the individual, to tailor the information and influence of social media's food to yourself. 

Thumbnail Credit:

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