TikTok is no longer just a source of entertainment. Once known primarily for short-form comedy videos and skits, the platform is now shaping what young people cook, eat and where they choose to dine, according to a new study.
Research published this week in the International Journal of Consumer Studies finds that the social media app has a measurable impact on food behaviours among young users, driven largely by entertaining content, viral trends and emotional connections with creators rather than traditional nutritional advice.
The study surveys 406 active TikTok users in 2025, with respondents aged 18
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