Social media has for some time been consumers’ go-to for information about food and health, with 38% of consumers in our annual survey of five countries using social platforms for this reason. But there’s a new kid in town and it’s making significant inroads, with our latest survey showing that 28% of consumers are turning to AI for food & health information.

Every year, we conduct our Consumer Survey across five countries to understand how consumers’ preferences, choices and behaviours are evolving. This year’s findings point to this clear shift in the information landscape, and an important opportunity for food and beverage brands.

The differences between markets are striking. Brazil leads social media usage at 58%, compared with 37% in Spain, 34% in Australia, 33% in the UK and 30% in the US.

Generational differences are equally important. Social media is particularly influential among younger consumers, with 54% of 18-24 year olds and 52% of 25-34 year olds using it for food and health information. Meanwhile, AI has a broader age profile, reaching 42% among 25-34 year olds and 36% among those aged 65+.

For food and beverage marketers, the message is clear: the path to discovery is becoming more fragmented and more dynamic. Social remains essential for reaching and influencing consumers, but AI is emerging as another important gateway to information.

The brands that understand these changing behaviours will be better placed to meet consumers where they are looking, searching and making decisions.