The effects of social media on food consumption and obesity in the indigenous tribal young population of Aizawl, India

Background: Obesity is a growing public health concern in India, affecting over 135 million individuals, with urban and Indigenous populations increasingly vulnerable. Mizoram, one of the most urbanized states in Northeast India, has a predominantly tribal population and high literacy rates, yet obesity prevalence among the Mizo tribe remains significant. Concurrently, social media use among youth has surged, influencing dietary habits, body image, and lifestyle behaviors. Despite these trends, limited research has examined the impact of social media on food consumption and obesity among Indigenous youth in Mizoram. This study investigates the influence of social media on eating behaviors and obesity risk among young adults in Aizawl. Methods: A cross-sectional survey was conducted between July 2023 and January 2024 among tribal young adults aged 18 to 35 years residing in Aizawl, India, who actively used social media daily. Convenience sampling recruited 521 participants. Data were collected using a validated 31-item questionnaire assessing sociodemographic characteristics and social media influence on food consumption, scored on a five-point Likert scale (range: 0–72). Body mass index (BMI) was measured using World Health organization (WHO) Asian-specific cutoffs (≥25 kg/m² classified as obese). Statistical analysis was performed using SPSS v20, with binary logistic regression applied to identify predictors of social media influence and obesity ( P < 0.05). Results: Of the 521 participants, 62% were female, and 90% resided in urban areas. The median BMI was 23.45 kg/m² (interquartile range [IQR]: 20.72–25.39), with 20% classified as obese. Only 20% reported regular exercise, while 62.8% attributed weight gain to junk food consumption. Social media influence was notable, with 65.1% following influencers and 47% categorized as highly affected by social media regarding eating attitudes (median score: 22 [IQR: 13–29]). Logistic regression indicated that following influencers (odds ratio [OR] = 2.94) and reporting junk food–related weight gain (OR = 5.41) significantly predicted susceptibility to social media influence, while male sex (OR = 1.94) and age 30 to 35 years (OR = 3.87) predicted obesity risk. Conclusions: Social media significantly shapes dietary behaviors and obesity risk among Indigenous youth in Aizawl. Influencer-driven content and junk food marketing contribute to unhealthy eating patterns, even among highly educated populations. These findings underscore the need for culturally tailored interventions, digital nutrition literacy programs, and policy measures to regulate food advertising and promote Indigenous diets. Future longitudinal studies should explore causal relationships and integrate Indigenous food narratives to ensure sustainable health outcomes.