Social media is changing the face of food culture by influencing how Americans learn to cook, select recipes, plan their meals, purchase their food and share their culinary secrets with others, according to results of a new study developed and conducted by The Hartman Group and Publicis Consultants USA, a food & nutrition marketing agency. The shift in culture is good news for food marketers that can utilize social media as a tool to build personal and lasting relationships with their customers.

According to the report, “Clicks & Cravings: The Impact of Social Technology on Food Culture," as consumers use social media to discover, learn, and share information about food, they quickly become more active participants in food culture. In fact, almost 50% of consumers learn about food via social networking sites, such as Twitter and Facebook, and 40% learn about food via websites, apps or blogs.

"Consumers used to rely on mom and family traditions for meal planning, but now search online for what to cook, without ever tasting or smelling," said Laurie Demeritt, president and COO at The Hartman Group. "Digital food selection is less of a sensory experience and more of a visual and rational process: What's on the label? What's in the recipe? Show me the picture!"