Food: ‘Bro invented soup’: People are rolling their eyes at the water-based cooking trend on TikTok

Why it is the topic trending:

• Viral Social Media Trend: The emergence of "water-based cooking" as a purported new trend on TikTok has garnered significant attention and discussion online.

• Rebranding of Existing Cooking Methods: The trend essentially renames familiar cooking techniques like simmering and steaming, leading to both interest and skepticism.

• Health Claims and Anti-Aging Promises: The promotion of water-based cooking with claims of clear skin, thriving stomach, illness recovery, and even reversed aging is a significant driver of attention.

• Controversy and Skepticism: The article highlights the widespread eye-rolling and humorous reactions to the trend, particularly the notion that it's an invention of something long-established like soup.

Overview:

The article discusses the latest food trend on TikTok: "water-based cooking." This trend, popularized by dietitian Michelle Davenport, promotes cooking primarily with broth and water, particularly simmering and steaming, as a way to reduce advanced glycation end products (AGEs) and potentially slow aging. While the health benefits of these cooking methods are known, the trend has been met with considerable skepticism and amusement online, with many pointing out that it is essentially just a rebranding of soup and other long-standing culinary practices.

Detailed Findings:

• TikTok is seeing a rebrand of soup as "water-based cooking."

• Claims associated with this trend include clear skin, a thriving stomach, overnight illness recovery, and even aging backward.

• Commenters online have humorously pointed out that this trend is essentially just soup.

• The trend was also discussed on Bluesky, with users joking about writing water-based cookbooks and seeking soup recipes to capitalize on the "phony trend."

• The cooking method has been popularized by scientist and registered dietitian Michelle Davenport, PhD, on TikTok and Instagram.

• Davenport argues that cooking with broth and water can slow aging by reducing AGEs, which are formed by high-heat, dry cooking methods.

• Water-based cooking methods like steaming and simmering help preserve delicate nutrients.

• These methods also reduce the need for heavy oils, which dietitian Kouka Webb notes can support blood sugar balance, better digestion, and lower inflammation.

• Despite the health benefits, many are critical of the "TikTokification" of established cooking methods.

• The article mentions other recent fleeting food trends on TikTok, such as "dense bean salad" and "tadpole water."

Key success factors of product (trend):

• Appeals to Health and Wellness Concerns: The focus on reducing AGEs and potential anti-aging benefits resonates with health-conscious individuals.

• Simplicity and Accessibility: Simmering and steaming are relatively easy cooking methods for most people.

• Visual Appeal on Social Media: While not explicitly stated, recipes can be presented in visually appealing ways on TikTok.

• Celebrity/Expert Endorsement: The trend is being promoted by a scientist and registered dietitian, adding a layer of credibility for some.

Key Takeaway:

While the underlying cooking methods promoted by the "water-based cooking" trend have known health benefits, the trend itself is largely seen as a humorous rebranding of existing culinary practices, highlighting the tendency of social media to create buzz around familiar concepts.

Main Trend:

The main trend is the "TikTokification" of everyday concepts and practices, where familiar things are rebranded and presented as new, often accompanied by exaggerated or simplified narratives.

Description of the trend:

"The Rebranding Reality" describes the phenomenon where social media, particularly platforms like TikTok, takes commonplace or long-established ideas, repackages them with catchy names and often simplified or exaggerated claims, and presents them as novel trends. This can lead to both genuine interest and humorous skepticism as users recognize the underlying familiarity of the "new" concept.

What is consumer motivation:

• Seeking Simple Solutions for Health: Consumers are often looking for straightforward and easy-to-understand approaches to improving their health.

• Desire for Novelty and Discovery: There's an inherent human interest in new things and the feeling of discovering something innovative.

• Engagement and Participation in Online Trends: Participating in viral trends, even with a sense of irony, can be a form of social engagement.

• Looking for Quick and Easy Explanations: Simplified explanations, even if oversimplified, can be appealing in a fast-paced digital environment.

What is driving trend:

The trend is being driven by:

• Algorithm-Driven Content: Social media algorithms prioritize engaging and easily digestible content, which can lead to the amplification of rebranded ideas.

• Influence of Content Creators: Creators often look for new angles and presentations to attract views and engagement.

• Fast-Paced Nature of Social Media: The rapid flow of information and trends encourages the constant repackaging of ideas to capture attention.

What is motivation beyond the trend:

Beyond the immediate fascination with rebranded trends, consumers are motivated by:

• Genuine Interest in Health and Wellness: The underlying interest in healthy eating and living remains a strong motivator.

• Desire for Connection and Shared Experiences: Participating in online trends, even critically, provides a shared experience with others.

Description of consumers article is referring to:

The article refers to a wide range of social media users, including:

• TikTok Users: Those who are actively consuming and reacting to food trends on the platform.

• Instagram Followers: Individuals following health and wellness influencers like Michelle Davenport.

• Bluesky Users: Those engaging in discussions and humorous commentary about the trend on alternative social media platforms.

• Health-Conscious Individuals: People interested in the potential health benefits of different cooking methods.

Conclusions:

The "water-based cooking" trend on TikTok exemplifies how familiar concepts can be rebranded and presented as new on social media. While the promoted cooking methods do offer health benefits, the trend has largely been met with amusement, highlighting the platform's tendency to create buzz around established practices. This underscores the importance of critical thinking when encountering seemingly novel trends online.

Implications for Brands:

• Opportunity for Creative Marketing: Brands can potentially capitalize on this trend by humorously promoting their own products or by highlighting the existing benefits of familiar cooking methods.

• Caution Against Misleading Claims: While rebranding can be effective, brands should avoid making exaggerated or unfounded health claims.

• Understanding Social Media Discourse: It's important for brands to be aware of how trends are being discussed and received online, including any skepticism or humor.

Implication for Society:

• Potential for Misinformation: The simplified and sometimes exaggerated nature of social media trends can lead to misunderstandings or misinterpretations of factual information.

• Re-engagement with Basic Practices: Ironically, rebranding familiar practices might lead some people to (re)discover beneficial habits like healthy cooking.

Implications for Consumers:

• Need for Critical Evaluation of Online Content: Consumers should be cautious about taking all social media trends at face value, especially those making health claims.

• Potential for Learning About Healthy Habits: Despite the rebranding, consumers might learn about genuinely healthy cooking methods.

Implication for Future:

We can expect to see more examples of everyday concepts and practices being rebranded and presented as new trends on social media, driven by the need for engaging content and the platform's algorithms.

Consumer Trend:

"The Social Media Reimagining." Familiar concepts and practices are being given new names and narratives on social media, often for engagement and virality.

Consumer Sub Trend:

"Humorous Skepticism Towards Trends." Many social media users engage with trends ironically or with a sense of humor, especially when they perceive them as obvious or overly simplistic.

Big Social Trend:

"The Power of Online Narratives." Social media platforms have a significant influence on shaping public perception and creating narratives around various topics, including food and health.

Worldwide Social Trend:

"Global Trend Cycles and Reactions." Social media facilitates the rapid spread of trends globally, along with shared reactions and commentary.

Social Drive:

"The Desire for Simple Explanations and Solutions." Consumers are often drawn to easy-to-understand ideas, even if they are oversimplifications.

Learnings for brands to use in 2025:

• Understand the Nuances of Social Media Trends: Recognize that not all trends are adopted with serious intent; humor and skepticism are common responses.

• Consider the Longevity of Trends: Fleeting trends might not be worth significant investment.

• Focus on Underlying Consumer Needs: While trends come and go, the core needs and desires of consumers often remain consistent.

Strategy Recommendations for brands to follow in 2025:

• Engage Authentically with Trends: If participating in a trend, do so in a way that feels genuine to the brand and acknowledges the online conversation.

• Focus on Proven Benefits: When highlighting health-related practices, emphasize established scientific understanding rather than just the trend narrative.

• Listen to Consumer Feedback: Pay attention to how consumers are reacting to trends and adjust strategies accordingly.

Final sentence (key concept) describing main trend from article:

In 2025, social media continues to reimagine and rebrand familiar concepts, as seen with the "water-based cooking" trend, often generating humorous skepticism alongside any genuine interest.

What brands & companies should do in 2025 to benefit from trend and how to do it:

Brands and companies should be aware of the "Rebranding Reality" on social media and engage strategically with trends in 2025 by:

• Monitoring social media for emerging trends and understanding the context of their popularity.

• Considering opportunities to participate in relevant trends in a way that aligns with their brand voice, even if with a touch of humor.

• Ultimately focusing on delivering genuine value and benefits to consumers, regardless of fleeting social media trends.

Final Note:

• Core Trend:

  • The Social Media Reimagining: Familiar concepts are being rebranded for online engagement.

• Core Strategy:

  • Authentic and Context-Aware Engagement: Participate in trends thoughtfully, understanding the online discourse.

• Core Industry Trend:

  • Influence of Social Media on Health and Food Culture: Online platforms continue to shape how people perceive and discuss health and food.

• Core Consumer Motivation:

  • Seeking Simple Solutions and Engaging in Online Culture: Consumers are drawn to easy-to-grasp ideas and enjoy participating in shared online experiences, even with irony.

Final Conclusion:

The "bro invented soup" phenomenon around the "water-based cooking" trend on TikTok serves as a humorous reminder of social media's power to create buzz, even around well-established concepts. For brands and the food industry, understanding this "Rebranding Reality" and engaging with it authentically, while staying grounded in genuine value and consumer needs, will be key in 2025.

Core Trend: The Social Media Reimagining

• Description: This trend describes the increasing phenomenon on social media platforms, particularly those like TikTok, where familiar concepts, products, or practices are being rebranded with new names and often simplified or exaggerated narratives. This repackaging aims to generate engagement, virality, and discussion among users, often leading to both genuine interest and humorous skepticism towards the "new" trend.

• Key Characteristics of the Trend (summary):

  • Rebranding of the Ordinary: Long-established or common things are presented as novel innovations.

  • Simplified Narratives: Complex ideas are often reduced to catchy and easily digestible explanations.

  • Emphasis on Visual Appeal: Trends are often promoted through visually engaging and shareable content.

  • Potential for Exaggerated Claims: Claims associated with rebranded trends can sometimes be hyperbolic or lack substantial backing.

  • Mix of Genuine Interest and Irony: User engagement often ranges from sincere adoption to humorous critique.

• Market and Cultural Signals Supporting the Trend (summary):

  • Algorithm-Driven Content: Social media algorithms favor engaging and easily understood content, which can amplify rebranded ideas.

  • Creator Economy Dynamics: Content creators seek fresh angles and presentations to attract viewership and engagement.

  • Fast-Paced Digital Environment: The constant influx of information necessitates novel framing to capture user attention.

  • Cultural Tendency Towards Irony and Humor: Many social media users engage with content through a lens of playful skepticism.

  • Desire for Simple Solutions: Users are often drawn to quick and easy fixes or explanations, even if they are oversimplified.

• How the Trend Is Changing Consumer Behavior (summary):

  • Increased Awareness (Sometimes Superficial): Consumers might become aware of familiar things through a new, trendy lens.

  • Engagement Driven by Novelty: The novelty of a rebrand can prompt initial interest and interaction.

  • Potential for Misinterpretation: Oversimplified narratives might lead to a lack of deeper understanding.

  • Skepticism and Critical Evaluation: Consumers are increasingly exhibiting critical thinking towards trends that seem overly simplistic or outlandish.

  • Participation in Online Discourse: Rebranded trends often become topics of discussion, debate, and humorous commentary online.

• Implications Across the Ecosystem (For Brands and CPGs, For Retailers, For Consumers, summary):

  • For Brands and CPGs: Opportunity for creative marketing campaigns that play on existing trends, but also risk of alienating consumers with inauthentic or overly simplistic approaches.

  • For Retailers: Might see temporary spikes in demand for products associated with a rebranded trend, but need to discern genuine long-term interest from fleeting hype.

  • For Consumers: Potential for entertainment and lighthearted engagement, but also the need to critically evaluate the information presented, especially regarding health or practical advice.

• Strategic Forecast: The "Social Media Reimagining" trend is likely to continue as long as social media platforms remain a dominant force in cultural discourse. The cycle of rebranding familiar concepts for engagement will likely persist, with the level of user adoption varying depending on the perceived value and authenticity of the trend. Critical thinking skills among consumers will likely become increasingly important in navigating these phenomena.

• Final Thought: The "water-based cooking" trend, like many before it, highlights social media's capacity to repackage the familiar. While these reimagined concepts can generate buzz and entertainment, they also underscore the need for both creators and consumers to engage with information thoughtfully and to recognize the distinction between novelty and genuine innovation.

Source: https://www.fastcompany.com/91339144/tiktok-water-based-cooking-trend-social-media-ridicule