Influence of social media on Food Choices and Consumption Patterns of Undergraduates in a Nigerian University: A cross-sectional study

Abstract

Background: Social media is an integral part of undergraduates' daily lives, significantly shaping many behaviors, including food choices. This study assessed the influence of social media on the food choices and consumption patterns of undergraduates in a Nigerian University. Methods: This descriptive cross-sectional study was conducted in 2024 among 400 undergraduates selected from a Nigerian university using a multistage sampling technique. Data were obtained on respondents’ characteristics, food consumption patterns, social media use, and its perceived influence on food choices using a pre-tested, interviewer-administered questionnaire by trained nutrition survey experts. Data were analyzed using the Statistical Package for the Social Sciences (SPSS), version 27. Descriptive statistics were presented as means, standard deviations, frequencies, and percentages. Binary logistic regression was used to examine the influence of social media usage on food consumption patterns, with significance set at p < 0.05. Results: The mean age of respondents was 21.17 ± 2.00 years, with 49.8% aged 15–20 years. WhatsApp (84.2%) and YouTube (80.7%) were the most used social platforms. Over half (60.8%) reported that food-related content on social media influenced their food choices. Frequently consumed foods included confectioneries (70.5%), vegetables (62.5%), and oils (62.3%), while alcohol was the least consumed (14.5%). Binary logistic regression revealed that frequent consumption of meat and poultry was significantly associated with higher social media usage (OR = 2.18, p = 0.018), while frequent oil consumption was associated with lower odds of social media use (OR = 0.42, p = 0.002). Conclusion: These findings established that social media influences undergraduate food choices. Given the growing digital engagement, registered nutritionist dietitians should leverage social media to promote healthy food options and improve dietary habits.

Keywords: Social media, Food Choices, Consumption pattern, Technology, Undergraduates