Shopping: From matcha lattes to Dubai chocolate – how supermarkets fight to cope with TikTok trends

Why it is the topic trending:

• Shift in Trendsetting Power: The article highlights a significant change where social media, particularly TikTok, is now dictating food trends, overtaking restaurants and supermarkets.

• Rapid Influence on Supply Chains: The speed at which TikTok trends can impact demand and potentially cause shortages in agricultural commodities is a noteworthy issue.

• Supermarket Adaptation Strategies: The article discusses how supermarkets are using AI to react quickly to these viral trends, showcasing their efforts to stay relevant.

• Environmental and Economic Impacts: The article touches upon the potential environmental consequences of rapidly growing demand for specific crops driven by social media, as well as the economic impact on suppliers.

• Impact on Global Agriculture and Environment: The trends highlight the interconnectedness of social media, consumer demand, and the global agricultural sector, raising concerns about sustainability and resource management.

Overview:

The article discusses the increasing influence of TikTok on food trends and how this is impacting supermarkets. Traditionally, restaurants set the trends that supermarkets would follow, but now, viral videos on social media are rapidly driving consumer demand for specific food items. Supermarkets are adapting by using AI to track these trends and quickly stock relevant products. The article uses examples like matcha lattes and "Dubai chocolate" to illustrate this phenomenon and also highlights the challenges these sudden spikes in demand can create for agricultural producers and the environment.

Detailed Findings:

• TikTok's algorithm has a huge cultural sway, increasingly influencing what people eat.

• Supermarkets were once the trendsetters, but now social media is driving food trends.

• Waitrose notes that TikTok and Instagram have improved the accuracy of predicting food popularity.

• Matcha lattes, fueled by social media popularity, are now featured on menus at various coffee chains.

• Greggs attributed better sales growth to a mac and cheese that went viral on TikTok.

• The "Dubai chocolate" bar, created by Sarah Hamouda, became a massive viral hit on TikTok, with a video gaining over 120m views.

• Supermarkets are using AI tools to track online recipes, social media discussions, and restaurant reviews to react faster to trends.

• Product development time for trend-driven items has reduced from months to a few weeks.

• The "Dubai chocolate" trend inspired various supermarkets, including Lidl and Waitrose, to launch their own versions, with Waitrose even imposing a purchase limit.

• The popularity of "Dubai chocolate" has already contributed to a shortage in pistachios, causing prices to rise by nearly 35% in the past year.

• Matcha also saw a spike in demand due to social media, leading to purchase limits by some tea companies despite increased production.

• A London-based matcha and coffee shop, Frothee, built its menu around online trending drinks and experienced a huge initial customer queue.

• The owner of Frothee noted the difficulty in adding pistachio products due to rapidly rising wholesale costs.

• Increased demand driven by social media trends can put immense stress on water systems for water-intensive crops like pistachios.

• Rapid expansion of single crops can contribute to deforestation and increased reliance on harmful pesticides and herbicides.

• Social media-driven trends could fuel environmental decline if they disappear quickly.

Key success factors of product (trend):

• Visual Appeal on Social Media: Products that are visually appealing and photogenic tend to perform well on platforms like TikTok and Instagram.

• Novelty and Uniqueness: Trends often start with something new or a unique twist on an existing food.

• Ease of Replication at Home: Trends that inspire at-home recipes can further fuel their popularity.

• Influencer Endorsement: When food influencers showcase a product, it can lead to a massive surge in interest.

• Accessibility and Availability: Once a trend takes off, quick availability in supermarkets helps maintain its momentum.

Key Takeaway:

Social media platforms like TikTok have become powerful drivers of food trends, influencing what supermarkets stock and requiring them to adapt rapidly to meet sudden spikes in demand, with potential consequences for supply chains and the environment.

Main Trend:

The main trend is the dominance of social media in shaping and accelerating food trends, directly impacting the retail food industry and its supply chains.

Description of the trend:

"The TikTok Food Frenzy" describes how short-form video platforms, primarily TikTok, have emerged as a leading force in dictating food trends. Unlike traditional methods where trends might slowly build through restaurants and media, TikTok's viral nature can create massive and immediate demand for specific food items. This forces supermarkets to rapidly adjust their inventories and supply chains to cater to these fleeting trends, often with little advance warning.

What is consumer motivation:

• Desire for Novelty and Excitement: Consumers are drawn to new and unique food experiences they discover trending online. They seek out the excitement of trying something that is currently popular and generating buzz.

• Social Influence and FOMO: The fear of missing out on popular trends encourages consumers to try viral foods. Engaging with trending foods provides a sense of belonging and participation in online culture.

• Ease of Discovery and Inspiration: TikTok offers an easily accessible and visually engaging platform for discovering new food trends. Short video formats make it easy for consumers to quickly learn about and get inspired to try new recipes or food items.

• Creativity and Self-Expression: Food trends on TikTok often inspire consumers to try making these foods themselves at home. Sharing their creations online allows for self-expression and connection with others who share similar interests.

• Curiosity and Exploration: Trying viral foods satisfies a sense of curiosity about different cuisines, ingredients, and culinary techniques. It offers a low-stakes way to explore new tastes and expand their culinary horizons.

What is driving trend:

The trend is being driven by:

• Reach and Algorithm of Social Media:** TikTok's algorithm effectively pushes viral content to millions of users rapidly.

• Visual Nature of Food Content:** Food is inherently visual, making it well-suited for platforms like TikTok and Instagram.

• Influence of Content Creators:** Food influencers have a significant impact on their followers' food choices.

• Speed of Information Sharing:** Trends can emerge and spread globally within days or even hours.

What is motivation beyond the trend:

Beyond the immediate trend of trying viral foods, consumers are motivated by:

• Taste and Enjoyment: Ultimately, the food needs to be enjoyable for the trend to sustain.

• Social Connection: Sharing and discussing food trends can be a way for people to connect with others.

• Exploration and Discovery: Trying new foods is a form of exploration and can add excitement to daily life.

Description of consumers article is referring to:

The article primarily refers to consumers who are:

• Active on Social Media: Users of platforms like TikTok and Instagram, particularly younger demographics like Gen Z and Millennials.

• Trend-Conscious: Individuals who are aware of and often follow online trends in various aspects of culture, including food.

• Food Explorers: Consumers who are interested in trying new and unique food items.

• Influenced by Online Content: Their purchasing decisions for food are often swayed by what they see trending on social media.

Conclusions:

The power to dictate food trends has shifted from restaurants and supermarkets to social media platforms like TikTok. This rapid and often unpredictable influence requires supermarkets to be highly agile, leveraging technology like AI to track and respond to these trends. While this allows for quicker availability of popular items, it also presents challenges for agricultural producers and raises concerns about the environmental sustainability of catering to such rapidly changing demands.

Implications for Brands:

• Monitor Social Media Closely: Food brands need to actively track trends on platforms like TikTok and Instagram to identify emerging popular items.

• Agile Product Development: The ability to quickly develop and launch products that align with viral trends is becoming crucial.

• Engage with Influencers: Collaborating with food influencers can be a highly effective way to drive demand for their products.

• Supply Chain Flexibility: Brands need to build more flexible and responsive supply chains to handle sudden spikes in demand for specific ingredients.

Implication for Society:

• Democratization of Trendsetting: Social media allows individuals to create and drive trends, bypassing traditional gatekeepers.

• Potential for Food Waste: Trends that fade quickly could lead to unsold inventory and food waste if not managed carefully.

• Impact on Food Culture: The rapid pace of trends could lead to a more fleeting and less enduring food culture.

Implications for Consumers:

• Greater Access to Novelty: Consumers have quicker access to a wider variety of new and trending food items.

• Potential for Price Fluctuations: Sudden increases in demand for specific ingredients could lead to price volatility.

• Influence on Dietary Choices: Social media trends can significantly impact what consumers choose to eat.

Implication for Future:

Social media will likely continue to be a dominant force in shaping food trends. Supermarkets and food brands will need to further refine their strategies for identifying, reacting to, and potentially even leveraging these trends. There will likely be an increased focus on using data and technology to predict and manage the impact of viral food fads.

Consumer Trend:

"The Rise of the Digital Foodie." Consumers are increasingly turning to digital platforms, especially social media, to discover, learn about, and share their food experiences.

Consumer Sub Trend:

"Viral Consumption." The act of trying and sharing foods that are currently trending online has become a significant aspect of consumer behavior.

Big Social Trend:

"The Influence of Algorithms." Social media algorithms play a crucial role in determining what content, including food trends, reaches a wide audience.

Worldwide Social Trend:

"The Globalization of Taste via Digital Platforms." Food trends can now emerge and spread across the globe at an unprecedented speed thanks to the internet and social media.

Social Drive:

"The Desire for Social Connection and Participation." Engaging with viral trends, including food, provides a sense of belonging and participation in online social conversations.

Learnings for brands to use in 2025:

• Invest in Social Media Monitoring: Actively track relevant hashtags, influencers, and conversations on platforms like TikTok.

• Develop Rapid Response Capabilities: Have systems in place to quickly adapt product development and supply chains to emerging trends.

• Foster Relationships with Content Creators: Build connections with key food influencers to potentially get ahead of trends.

Strategy Recommendations for brands to follow in 2025:

• Utilize AI for Trend Prediction: Implement AI tools that can analyze online data to forecast upcoming food trends.

• Create Social Media Native Content: Develop engaging and visually appealing content that is optimized for platforms like TikTok.

• Consider Limited-Edition or Trend-Based Product Lines: Offer products specifically designed to capitalize on short-term viral trends.

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

In 2025, the food industry is experiencing a significant power shift where viral social media content is rapidly dictating consumer demand, forcing supermarkets to become highly responsive to these fleeting digital trends.

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

Brands and companies should integrate social media trend analysis into their core strategy and develop agile operational processes in 2025 by:

• Establishing dedicated teams or partnerships focused on monitoring and reacting to social media food trends.

• Implementing flexible manufacturing and supply chain systems that can quickly pivot to meet demand for trending ingredients or products.

• Creating marketing campaigns that can rapidly capitalize on viral moments and engage with online communities driving these trends.

Final Note:

• Core Trend:

  • TikTok Food Frenzy: Social media platforms are now the primary drivers of rapid and impactful food trends.

• Core Strategy:

  • Agile Social Media Responsiveness: Brands need to be quick and adaptable in identifying, developing, and supplying products based on viral trends.

• Core Industry Trend:

  • Democratization of Food Influence: The power to shape food trends is no longer centralized but distributed among online content creators and consumers.

• Core Consumer Motivation:

  • Seeking Novelty and Social Participation: Consumers are motivated to try and share trending foods to experience something new and connect with online communities.

Final Conclusion:

The era of TikTok food trends necessitates a fundamental shift in how the food industry operates, demanding unprecedented agility and a deep understanding of the digital landscape. Success in 2025 will likely hinge on the ability of supermarkets and brands to not only track and react to these viral sensations but also to strategically engage with them in a way that benefits both their bottom line and the evolving tastes of consumers.

Core Trend: The TikTok Food Frenzy

• Description: This trend describes the significant and rapidly growing influence of short-form video platforms, particularly TikTok, in shaping and accelerating food trends. Unlike traditional methods where trends might evolve through restaurants, cookbooks, and traditional media, TikTok's algorithmic power can create massive and immediate demand for specific food items, ingredients, or even cooking techniques. This phenomenon forces a rapid response from the retail food industry, as supermarkets and brands strive to keep pace with these often fleeting viral sensations.

• Key Characteristics of the Trend (summary):

  • Rapid Virality: Food trends can emerge and gain immense popularity within days or even hours due to TikTok's algorithm.

  • Visual Focus: The trend is heavily driven by visually appealing and engaging video content.

  • Influencer-Led: Content creators and food influencers play a crucial role in popularizing and disseminating these trends.

  • Democratized Trendsetting: Trends can originate from anywhere, not just established culinary authorities.

  • Short Attention Spans: Trends can be highly dynamic and may disappear as quickly as they emerge.

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

  • Dominance of TikTok: The platform's vast user base, particularly among younger demographics, makes it a powerful cultural force.

  • Snackable Content Consumption: Short-form video is the preferred medium for many, making food inspiration easily digestible.

  • Increased Cooking and Food Exploration at Home: Many TikTok food trends encourage users to try recipes and experiment in their kitchens.

  • Social Sharing and Validation: Users share their attempts at viral recipes or food experiences, seeking social validation and connection.

  • Supermarket Responsiveness: Retailers are increasingly adapting their strategies to track and cater to TikTok trends, signaling their significance.

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

  • Accelerated Adoption of New Foods: Consumers are quicker to try new food items or recipes they see trending online.

  • Spontaneous Purchases: Viral trends can lead to impulsive buying of specific ingredients or products.

  • Increased Awareness of Global Cuisines and Dishes: TikTok exposes users to a wide variety of international foods and cooking styles.

  • Emphasis on Visually Appealing Food: Consumers are more conscious of how their food looks, driven by the visual nature of TikTok content.

  • Shifting Reliance on Traditional Food Media: Consumers are increasingly turning to social media for food inspiration over traditional cookbooks or cooking shows.

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

  • For Brands and CPGs: Requires agile product development and supply chains, increased investment in social media marketing and influencer collaborations, and constant monitoring of online trends.

  • For Retailers: Demands rapid inventory adjustments, potential partnerships with trending food creators, and the use of technology like AI for trend tracking and prediction.

  • For Consumers: Offers quicker access to a wider variety of novel food experiences, potential for price fluctuations due to sudden demand spikes, and increased influence on the food industry through their online engagement.

• Strategic Forecast: The "TikTok Food Frenzy" is likely to persist and potentially intensify. Social media platforms will continue to evolve, offering new ways for food trends to emerge and spread. Brands and retailers will need to further develop sophisticated strategies for navigating this dynamic landscape, likely involving greater integration of social media data into their operations and marketing efforts. The environmental and supply chain impacts will also likely necessitate more sustainable and flexible approaches.

• Final Thought: The power of TikTok to rapidly shape food trends represents a significant disruption in the food industry, demanding unprecedented agility and responsiveness from all stakeholders. While offering exciting opportunities for innovation and consumer engagement, it also presents challenges in terms of sustainability and the ephemeral nature of viral sensations.

Source: https://www.theguardian.com/business/2025/may/24/from-matcha-lattes-to-dubai-chocolate-how-supermarkets-fight-to-cope-with-tiktok-trends