One in five Americans would sooner take cooking advice from a “food-fluencer” than from their own mom (18%), according to new research.
A survey of 2,000 adults found that for many, social media is overtaking traditional ways of learning to cook — so much so, that even our own mothers can’t compete. Only 33% say their mom’s recipes are on par with cooking advice from social media.
The tradition of passing down treasured family recipes to the next generation is being rewritten as those surveyed are looking toward social media for recipes.
Instead of reaching for a stained recipe card or a well-loved cookbook, younger Americans are especially looking to social media instead of cookbooks.
Nearly half believe that social media has been instrumental in helping younger generations learn to cook more than traditional recipes have been (47%).
Americans are increasingly turning to social media for what to make (47%), how to make it (40%) and discovering which food items are actually worth trying (26%).
Conducted by Talker Research for Maruchan, the survey found that from ingredient shopping to enjoying what’s on their plate, social platforms have become central throughout the entire cooking journey.
Seven in 10 Americans surveyed say that cooking videos on social media have made them want to try new foods (71%) — and half have even fulfilled that desire to try new foods after they went viral (51%).
Regardless of age, the algorithm has become the modern cookbook for 54% who say that social media has transformed the way they cook.
From improving their kitchen confidence (38%) and creativity (38%), to normalizing unconventional food combinations (64%), respondents are regularly inspired by the recipes they see online.
(Talker Research)
By Talker
Some of the must-try viral recipes include “fancy instant noodles,” “whipped coffee,” “baked feta pasta,” “chia seed pudding” and “cucumber salad.”
For the average respondent, all of these recreations have turned out successful — some recipes have even turned out better when they were able to make it their own.
When it comes to their favorite meal hacks, 72% agree that simple or ready-made meals are the perfect base for creativity and self-expression in the kitchen.
Many believe that just because it’s time-saving doesn’t have to mean it’s plain — 42% are likely to add things to make “convenient” or “instant” meals better.
“Feeling confident in the kitchen often starts with having the freedom to make a dish your own. With the average respondent reporting they feel 68% more confident in their cooking skills when they can customize a meal to their liking, it's clear that flexibility plays an important role in helping people enjoy the cooking process,” said Katelyn Stokes, marketing director at Maruchan. “We've long embraced that idea by providing a simple, versatile base anyone can personalize, empowering them to experiment, make recipes their own and feel proud of what they create.”
Aside from inspiring cooking habits, those surveyed have taken away lessons that stay with them in the kitchen, like “cooking doesn’t need to be complicated” (31%), “you can adjust any recipe you want” (29%) and that “inexpensive meals can be satisfying” (26%).
Crafty cooking has become popular, with those surveyed sharing that they’ve seen recipes that take as little as eight minutes and cost as low as $6.40.
Most would be surprised to see recipes even cheaper (66%), but seven in 10 are interested in trying them.
Starting with an inexpensive base allows those surveyed to DIY original, gourmet creations in their kitchen by dressing up simple meals (61%).
(Photo by Kampus Production via Pexels)
Pasta dishes are especially popular for some sprucing up, with respondents sharing that they’ve added extra cheese, breadcrumbs and lunch meat.
Frozen pizzas are also a canvas for creativity, warranting extra veggies, spices and fresh garlic.
Instant noodles are one of the key spaces for inventive meals, with respondents adding everything from a soft-boiled egg to frozen peas, spinach, hot sauce and sesame oil to refresh their meals.
When it comes to social media, Americans are eating with their eyes first — food content reigns supreme at 35%, outranking humor (27%), news (25%) and beauty (17%).
Social media has turned Americans into eager home cooks, with nearly half (47%) vowing to put at least one viral recipe to the test every month.
They’re excited to show off their culinary prowess, too, as 51% want to contribute to “food-spiration” by sharing photos of their trendy creations.
“Social media has become one of the biggest drivers of food discovery today. We see that firsthand, where instant noodle-lovers are constantly sharing creative recipes, hacks and flavor combinations online,” said Stokes. “One trend that particularly stood out was a viral spicy ramen creation that captured fans' attention across social media. The enthusiasm around that trend blends a bold, crave-worthy taste with convenience people can easily enjoy at home, which inspired one of our latest product innovations.”
Research methodology:
Talker Research surveyed 2,000 social media users who have access to the internet; the survey was commissioned by Maruchan and administered and conducted online by Talker Research between June 9 and June 15, 2026. A link to the questionnaire can be found here.
To view the complete methodology as part of AAPOR’s Transparency Initiative, please visit the Talker Research Process and Methodology page.
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