Instagram posts, YouTube recommendations and celebrity-endorsed snack packets exert more influence on teenagers’ food choices than information about what their bodies need.
Published Nov 28, 2025 | 7:00 AM ⚊ Updated Nov 28, 2025 | 7:00 AM
More than half the adolescents, 51 percent, said taste determined what they bought outside home.
Synopsis: Indian adolescents are making their food choices mainly on the basis of taste, peer approval and social media trends, with little regard for nutrition, according to a new study. The study recommends coordinated action by schools, parents and policymakers to reshape food environments and guide teenagers towards healthier choices.
At a food court in Hyderabad, a group of teenagers crowds around a phone, scrolling through videos of shawarmas and rolls. One boy points to a dish he has seen trending online, and the rest immediately agree. Their order is decided in seconds.
Scenes like this are now common across Indian cities, according to researchers at the ICMR–National Institute of Nutrition (NIN) in Hyderabad.
Their new study shows that adolescents choose what to eat mainly for taste, peer approval and social media appeal, with little regard for nutrition or long-term health.
Published in PLOS Global Public Health, the study examined 869 school students in Delhi and Hyderabad. Its findings suggest that Instagram posts, YouTube recommendations and celebrity-endorsed snack packets exert more influence on teenagers’ food choices than information about what their bodies need.
Consultant Paediatric Endocrinologist Dr Mounica Reddy Mandadi sees the consequences of these choices walk into her clinic at Ankura Hospitals in Hyderabad.
“I would say that the most common issue I see among adolescents today, because of these new eating habits, is weight gain, mainly overweight and obesity,” she tells South First.
But weight tells only part of the story.
“We are also increasingly seeing health problems that were earlier considered adulthood conditions. For example, type 2 diabetes, insulin resistance, hypertension and even PCOS. These used to appear in the early 20s, but now I am seeing the beginnings of type 2 diabetes in children as young as 13 or 14,” Dr Mandadi says.
More than half the adolescents, 51 percent, said taste determined what they bought outside home. Another quarter chose food based on how it looked.
Researchers tested this by showing students flip cards with food images. Even when healthier options appeared with labels such as “multigrain” or “high in dietary fibre”, 71 percent picked them only when those words stood out. When the nutrition claims were removed, the students gravitated towards processed foods that looked appealing.
A 12-year-old girl described her decision-making process: “Taste is the first thing I look for. Also, while buying a pack of Kurkure or Fun Flips, I check how much quantity of chips is inside. If it’s pricey, I won’t buy it. If it’s cheap, I’ll buy it.”
Her classmate, a 13-year-old boy, echoed this: “My parents give me limited money, so I always go for the snacks that taste good and are not overpriced.”
The researchers presented mango in four forms: whole fruit, sliced, juice and jelly. Nearly half the students chose mango juice. Only 23 percent wanted the whole fruit. Convenience won over nutrition every time.
Dr Mandadi observes something paradoxical in her practice: “What I am seeing more and more is a rise in childhood obesity. We are also seeing that many of these children are actually nutrient deficient. For example, I see obese children with low haemoglobin levels because of their food habits. They are gaining weight, but they are not gaining it in a healthy way.”
She explains the disconnect: “When children focus heavily on junk food and do not consume enough fruits and vegetables, their intake of essential vitamins and minerals drops significantly. So yes, they may be overweight, but at the same time they are developing multiple nutritional deficiencies.”
After taste, peer influence emerged as the second major driver, reported by 31 percent of students.
Teachers notice this dynamic play out daily. A 56-year-old science teacher observed how students picked “cool” and “trendy” items to fit in with their group.
She recalled addressing parents during meetings: “I believe it’s important to tell parents not to pack such foods in tiffin carriers, even if their child asks for them. Just yesterday, there’s this lady who works here, and her boy is in the 8th grade. He often brings jellies and chocolates to school. I strictly told his mother yesterday not to send such items to school.”
A 14-year-old girl described how her group made decisions: “We look at the menu first and see the pictures of dishes. If we can afford it, then we’ll buy it. We do try new dishes sometimes. Mostly, we like trying Chinese food and chaats.”
The desire to belong drove these choices. Students ate what their friends ate, even when they preferred something else. The study found that adolescents used food to craft an image, form judgements about others and gain acceptance within their circles.
The emotional toll ran deeper than weight gain.
“There are emotional issues as well. With the influence of social media, body weight and appearance have become major concerns for teenagers. When weight gain happens, I see many adolescents struggle with body image issues, and some even experience depression,” Dr Mandadi notes.
“Sleep disturbances are also becoming common, often linked to irregular eating patterns and junk-food habits.”
Trendy foods ranked as the third determinant in the study, influencing 27 percent of students. YouTube cooking shows, food bloggers and Instagram posts continue to shape what teenagers crave.
A 14-year-old girl explained her routine: “I like watching ‘MasterChef India’ and food bloggers in Hyderabad. They keep on posting new places to eat and what all to try. So, friends and I decide on a place to eat on that basis. Sometimes, if I want my mother to try making a new dish, then I show her cooking videos.”
“There’s one guy in our group who always decides what we order,” she said. “If he sees something trending or new on YouTube, we all try it together.”
Celebrity endorsements worked as well. Another 14-year-old girl recalled: “I remember Virat Kohli’s ‘Too Yumm’ advertisement. I don’t always buy it, but I like the different flavours, especially the latest dahi-papdi flavour. Last time, I got a free scratch card and I was happy.”
Marketing tactics target teenagers with precision. Buy-one-get-one-free offers influenced 25 percent of students. Brand names swayed 21 percent. Advertisements reached 17 percent, and celebrity endorsements affected 13 percent. Scratch-and-win promotions pulled in 11 percent of adolescents.
A parent described watching her son respond to advertising: “I think when children look at ads on TV and newspapers and on hoardings these days, they get curious. I remember my son once told me that he wants to try Momo Burger just because he saw an ad in the newspaper, even though the name sounded strange to me.”
The mere mention of a trendy food name sparked curiosity. Students felt compelled to try what others talked about online.
A 62-year-old principal of a government school listed what the canteen sold: “Our school canteen sells samosas, mysore bonda, cold drinks and all such junk food items. We’ve told the cook to sell items like veg sandwiches, corn chaat etc. Also, few students get money to buy from canteen frequently. I tell them once a month it’s okay, but not regularly.”
Teachers reported that foods high in fat, sugar and salt cost less than healthier options in school canteens. This created a barrier for students with limited pocket money.
Working parents faced their own challenges. A 42-year-old mother described her morning: “My kids like chaat items like pani-puri and refined foods like cakes, bread, pizza, and burgers. I have to go to the office at 7 am, and sometimes it’s difficult to cook, so I keep bread, jam and namkeen to ensure they at least eat something.”
Dr Mandadi offers a framework for change: “The first thing I tell parents is that they must be role models. If parents simply tell their children what to do, eat healthy, play outside, be active, the children will not listen. Parents themselves must first change their food habits, eat on time and begin exercising. Only then can they truly influence their child.”
She stresses the collective approach: “As a family, everyone needs to make changes together. Eating meals together is extremely important, and we see this habit gradually disappearing. Even eating one meal together can make a difference.”
The study found connections between parental education and food choices. Mothers with higher education showed more awareness of food pricing strategies and health implications. A father pointed out: “Children learn food habits from their family only. They see what type of food their mother, father, elder sister/brother are eating and how they are eating.”
Dr Mandadi adds practical advice: “I also advise parents to avoid stocking junk food at home. For younger children especially, if chocolates or biscuits are kept in the cupboard, they will definitely reach for them. Keep only healthy options at home, and children will naturally follow.”
Screen time compounded the problem. A mother observed her son: “While watching TV, they don’t even notice what they are eating. If I give my son beans curry, which he dislikes, he will eat it without complaining if he’s watching his favourite show. Sometimes, he forgets to chew properly, drinks lots of water in between, and then says, ‘Mummy, I’m done.'”
Dr Mandadi addresses the digital dimension: “Social media is another area where a delicate balance is required between adolescents’ privacy and parental supervision. Parents should be aware of what their children are consuming online and should monitor screen time appropriately.”
She recognises the challenge of changing entrenched patterns: “I usually advise parents that we cannot stop junk food all at once because children are so used to this pattern of eating. We have to go slow. For example, if a child is eating junk every day of the week, and I do see children who say they need a biscuit every time they sit down to study, I tell parents to first restrict it to three days a week. Tell the child: ‘You will get it only on these days.’ Then, every week or every two weeks, gradually reduce the frequency.”
The strategy requires substitution, not just subtraction: “Whenever you stop something, replace it with a healthier option. For example, if the child wants a snack while studying, replace a biscuit with a small fruit. Small, consistent changes help shift habits.”
The researchers discovered something else: placement influenced choice. When they showed students images with fruits positioned in front of burgers, 52 percent chose the fruits. When the fruits were moved to the back, students reached for the burgers instead.
This mirrored findings from Germany, where researchers moved chips to a more distant location in a cafeteria. Chip purchases dropped. Students picked starch-based foods that remained within easy reach.
A 47-year-old language teacher recalled an intervention: “Last year, students from National Institute of Nutrition came and explained about anaemia, and also conducted quiz. Many 9th grade students participated, showing interest and gaining knowledge.”
But the principal noted the limits of current nutrition education: “It’s all bookish information that’s given. It’s important to follow, but since some parents are illiterate, they should first be made aware of healthy and unhealthy foods. I also feel that primary school children are forgetful and won’t remember which food provides what, so it’s important to teach them practically, maybe through poems, fun activities, and similar methods.”
The researchers proposed what they call the “Rainbow Model”, a framework that captures how four layers of influence intersect to shape teenage eating habits: personal factors such as taste preference, social influences from peers and family, marketing and advertising strategies, and public policy around food availability and cost.
The authors explain the urgency: “Given the widespread exposure of adolescents to digital marketing and unhealthy food environments, particularly in school settings, there is an urgent need for comprehensive programmes that address these determinants at all levels. Involving teachers and parents in promoting food literacy, regulating marketing practices, and improving school food environments is crucial.”
They continue: “This study provides an in-depth understanding of the determinants influencing food choices among Indian adolescents. Findings from both quantitative and qualitative phases consistently highlighted that taste, peer influence, and the appeal of trendy foods are primary drivers of adolescent food choices. Additionally, the influence of social media, celebrity endorsements, promotional offers, and marketing strategies for foods high in fat, sugar and salt emerged as contributors.”
The model offers something practical, a way to map where interventions might work. The researchers note: “The Rainbow Model provides a holistic understanding of the determinants of food choices among Indian urban adolescents, aligning with the socio-ecological framework used in this study.”
The study signals where change needs to happen. Schools could reorganise canteen layouts, placing healthier options where students see them first. Teachers could integrate nutrition education through creative methods such as poems, games and activities that stay in memory rather than slide off textbook pages.
Parents need support too. Working mothers struggle to prepare fresh meals while managing office schedules. Making healthy food more accessible and affordable becomes essential.
The authors point to broader implications: “The findings from this research will aid in developing a supportive, nutrition-choice architecture and nudge-based intervention programmes, fostering healthier dietary choices among adolescents.”
They add: “Given the growing availability and consumption of processed foods in rural India, this study can further be scaled up in these regions. The study’s results can be beneficial in understanding the new perspective and expanding dimensions of the food environment.”
Back in that Hyderabad food court, the group of teenagers finishes their meal. One girl scrolls through her phone, already looking up the next trending dish. Tomorrow, they will try something new, not because it nourishes them, but because someone online says it tastes good and looks right on camera.
The researchers have documented the problem. The question remains whether anyone will act on what they found.
(Edited by Dese Gowda)
