Just over three quarters (76%) of Spanish consumers say that they are encouraged to try new foods after seeing content on TikTok, with more than half (52%) stating that they have prepared a recipe after viewing it on the platform.
In addition, some 73% say that they are inspired by the creativity of the creators that they view on TikTok, while 37% have researched a product after seeing it on the platform.
Step-By-Step Recipes
Other findings reveal that 46% of TikTok ‘foodie’ users prefer to view step-by-step recipes, with Spanish TikTok users not only seeking easy recipes but also healthier and more sustainable options.
The findings also show that 80% prefer fresh food over packaged food because it is healthier, and 77% express a desire for more healthy options in their daily lives. This trend extends to food quality, with 72% willing to pay more for higher quality food, and 68% willing to do the same for healthier options.
Support for local products is also increasing. Some 70% of TikTok users in Spain prioritise purchasing local food and drinks, affirming their commitment to local trade and seasonal products.
On TikTok, hashtags like #easyrecipes, with 1 million views, #quickrecipes, with 57 million views, and #summerrecipes, with nearly 5,000 posts, are among those currently trending.
The source for the study was the TikTok Marketing Science ES FOOD Survey 2024, conducted by AYTM, with a base of 450 TikTok users.
Digitalisation of Spanish SMEs
Separately, a recent study by tech firm Pandora FMS revealed that approximately 73% of Spanish SMEs have a ‘low’ or ‘very low’ level of digitalisation.
Sancho Lerena, CEO of Pandora FMS, noted that while sectors such as telecommunications are naturally more digitalised, many others lag behind, particularly among small and medium-sized companies.
