Social Media Usage and Advertising Food-Related Content: Influence on Dietary Choices of Gen Z

Background/Objectives: Excessive social media usage in the current times and high rates of food advertising can impact the health status of individuals by increasing food cues related to perceived hunger and, thus, dietary behaviour. This study examined the association between social media usage patterns, food-related advertising, and dietary choices among Gen Z individuals. Methods: A cross-sectional study was carried out amongst 314 young adults between the ages of 18 and 25 in Surat city, Gujarat. Data was collected for social media usage, the most used platforms, preferred content, and eating patterns. Anthropometric measurements (height and weight) were also recorded. Perceived hunger responses to 12 social media-based food images were assessed using a ten-point Visual Analogue Scale (VAS). Statistical analyses were performed using SPSS (version 26.0), with the significance level set at p < 0.05. Results: YouTube and Instagram were the most used social media apps. There were no significant differences observed between the BMI of participants using social media for 2 h a day and those using it 3+ hours a day. However, a significant association between the BMI of those who viewed advertisements for ready-to-eat foods (p = 0.004) and the BMI of those who viewed advertisements for food delivery platforms (p = 0.001) was seen. A significant difference between usage of Pinterest (p = 0.02), Instagram (p = 0.047), and BMI was also found. Conclusions: Social media marketing and food content are shaping the dietary choices of young adults, and more studies need to be conducted in Pan India to understand the reasons. Such evidence will be crucial for guiding nutrition policies, digital marketing regulations, and youth-focused awareness programmes.