- TikTok’s influence on food trends has created a shift where social media dictates what supermarkets stock, moving away from the old model of relying on restaurants and other influencers.
- Supermarkets now use AI tools to track viral trends and quickly stock items, like matcha and Dubai chocolate bars, that are gaining popularity on TikTok.
- Social media influencers and Gen Z are the driving forces behind many of these trends, leading to product launches and collaborations with brands.
- Supply chain challenges have arisen from sudden, sharp increases in demand, particularly for ingredients like pistachios and matcha, causing price hikes and shortages.
- Supermarkets are responding by embracing TikTok’s ability to predict trends faster, but the challenge will be ensuring the sustainability of this rapid trend cycle.
TikTok has rapidly evolved from a platform of viral dances and lip-syncing videos to one of the most powerful forces in consumer behavior.
With its algorithm-driven feed, TikTok is now dictating trends across all sectors, but none more prominently than in the food industry. Supermarkets, once the trendsetters, are now reacting faster than ever to TikTok trends, adapting their shelves to reflect the rapid rise and fall of food crazes that dominate social media.
Gone are the days when restaurants and chefs dictated the next food trends. Today, it’s TikTok that reigns supreme.
From the viral success of the matcha latte to the Dubai chocolate bar’s meteoric rise, TikTok is now shaping what we see in the grocery aisles. Take the “Dubai chocolate” bar, for example: created by Sarah Hamouda in Dubai, it became a sensation after a video went viral on TikTok, racking up over 120 million views.
@bijanhosseini Part 2! Meet Sarah Hamouda - the woman behind the viral @Fix Dessert Chocolatier. We chatted about everything from her recent success to her plans for global expansion. She even taught me how to make it. Have you tried it yet? #chocolate #fixdessertchocolatier #dessert #viral #chocolatebar #dubai #dubailife #viralvideo #viraltiktok #viralchocolate #interview ♬ original sound - bijanhosseini
The result? Supermarkets like Waitrose and Lidl launched their own versions of the pistachio-infused chocolate, with shelves quickly stocking out in response to the trend.
@waitrose It’s BACK! 😱👏 Don’t walk, run to your nearest Waitrose to grab a taste of luxury with the Lindt Dubai Style Chocolate Bar! 🏃💨 #ViralProduct #backinstock #DubaiChocolateBar #DubaiChocolate #Lindt #ChocolateLover #Pistachio ♬ original sound - Waitrose & Partners
Similarly, matcha lattes, which have become a staple for Gen Z, have been a TikTok phenomenon. The bright green drink, often paired with Instagram-worthy aesthetics, has flooded cafes and supermarket shelves alike. Now, it’s a regular feature at major brands like Starbucks and Pret a Manger.
@starbucks A must-taste combo of matcha, chocolate and pistachio inspired by matcha-lovers. 🎥: @mjrskincare101 ♬ original sound - Starbucks
The spread of these TikTok-fueled trends is undeniable, and supermarkets are having to keep up.
Supermarket Strategies to Keep Up
To stay ahead of these fast-paced trends, supermarkets are turning to technology. Many chains now use artificial intelligence to track viral recipes, social media discussions, and food-related content across platforms. The goal is simple: to act fast and keep their shelves stocked with the products customers are searching for.
For example, Waitrose, one of the UK’s leading supermarkets, now uses AI tools to track what’s trending on TikTok. This allows them to bring products to market faster than ever before. In the past, developing a product for store shelves could take months; now, thanks to social media insight, supermarkets can bring trending products to the shelves in a matter of weeks.
Lidl, another supermarket giant, is similarly responsive to viral trends. After the viral success of the Dubai chocolate bar, Lidl introduced their own pistachio-filled chocolate. Other brands, like Lindt, followed suit, making sure to capitalize on the trend while it’s hot.
@lindtuk The wait is almost over… Lindt Dubai Style Chocolate is launching nationwide in just 2 days! ✨ Experience pure indulgence with a smooth, creamy filling made with 45% pistachio—the ultimate taste of luxury. 💚🍫 Available from March 19th in all Lindt Chocolate Shops, online at lindt.co.uk, and exclusively in Sainsbury’s. Mark your calendars. 💫🍫 #LindtDubaiStyle #ComingSoon #DubaiStyleChocolate ♬ original sound - Lindt UK
The Role of Gen Z and Social Media Influencers
Gen Z is undoubtedly the driving force behind many TikTok food trends. This demographic, with its insatiable appetite for new experiences, has become the heart of viral food culture. As they continue to engage with TikTok videos, they’re fueling the rise of new food trends that quickly become mainstream.
Take, for instance, the spicy snack brand Takis. Though it had been popular in the U.S. for years, TikTok's influence brought the brand to supermarket shelves in the UK, where it had never before been available.
Thanks to viral trends like the Taki Cream Cheese Jalapeño combo, which racked up millions of views on TikTok, Takis was quickly snapped up by British supermarkets, with the demand for the product growing by leaps and bounds.
@eatmigos This #jalapeño #creamcheese #takis #snack by @badbishlily kept popping up on my #fyp . THIS SNACK IS #🔥 . #CapCut #eatmigos #snacks #snackbreak #eat #comida #yum ♬ Drop It Like It's Hot - Snoop Dogg
Social media influencers also play a key role in this dynamic. TikTok influencers help push these trends into the spotlight with recipe videos, taste tests, and other content that showcases products. This content reaches millions, influencing shoppers to seek out the products featured in their favorite creators' videos.
The Challenges of Fast-Tracks and Supply Chain Issues
While supermarkets are getting faster at reacting to these viral food trends, there are challenges to this speed. One of the biggest hurdles is the strain on supply chains. Products like the Dubai chocolate bar and matcha lattes are in high demand, but the agricultural sector struggles to keep up. Pistachios, for example, have seen a 35% price hike in the past year, driven by the sudden surge in demand for pistachio-based products.
Matcha, too, has faced shortages. As demand skyrocketed, tea producers in Japan had to impose purchase limits to cope with the sudden rush. Despite ramping up production, they’re struggling to meet the needs of both cafes and supermarket suppliers. This creates a delicate balancing act for supermarkets trying to keep up with the trend while ensuring that they don’t run out of stock.
@bloombergbusiness Despite a record level of #production, #Japan has a #matcha #shortage - On this episode of Big Take #Asia, K. Oanh Ha talks to Mia Glass about what’s driving the matcha #mania and why it’s hard for #producers to keep up. #drinks #business #news ♬ original sound - Bloomberg Business
Additionally, the environmental impact of these trends is something that needs consideration. The demand for single crops like pistachios can contribute to issues such as deforestation and water scarcity, especially in drought-prone areas like California. Supermarkets and producers need to navigate these environmental challenges as they respond to trends created by TikTok.
Jumping on the Trend
TikTok’s viral food trends are not just about individual products; they’re shaping entire food categories. Supermarkets have realized that by jumping on the latest TikTok sensation, they can tap into the cultural moment and meet consumer demand.
But what happens when these trends fade? Supermarkets will have to adjust, but as long as TikTok continues to drive cultural shifts, it’s likely that more and more food trends will emerge.
