Snacking: TikTok ‘snack hacks’ spike sales of pomegranate

Why it is the topic trending:

• Sales of pomegranate seeds have significantly increased (19% year-on-year and 39% in the last two years).

• This surge is attributed to viral "snack hacks" and recipes on TikTok.

• Pomegranate seeds are now the fastest-growing category within prepared fruit.

• Popular recipes like pomegranate and chocolate chips have garnered millions of views on TikTok.

• The trend highlights the power of social media, particularly TikTok, in influencing consumer food choices.

Overview: Viral "snack hacks" and recipes featuring pomegranate seeds on TikTok have led to a significant spike in their sales, outperforming other prepared fruit options. The trend showcases the immense influence of social media platforms in driving consumer interest in specific foods and ingredients. Recipes like pomegranate with chocolate chips, cucumber and pomegranate salad, and hot honey halloumi flatbreads have gained massive popularity, resulting in a substantial increase in demand for pomegranate seeds in UK supermarkets.

Detailed Findings:

• Product: Pomegranate seeds

• Sales Increase: Up 19% year-on-year; up 39% in the last two years.

• Source of Data: Poppin’ Poms brand and market researchers Circana (for the 52 weeks to 29 May 2025).

• Driving Force: Viral TikTok "snack hacks" and recipes.

• Popular TikTok Recipes:

  • Pomegranate and chocolate chips (over 31 million views).

  • Crunchy salata, cucumber and pomegranate salad (part of 12.5 million views across various recipes).

  • Hot honey halloumi flatbreads (part of 12.5 million views across various recipes).

  • Fruit salad (part of 12.5 million views across various recipes).

• Comparison to Other Fruits: Pomegranate seeds are outperforming other prepared fruit options like mango, pineapple, and melon.

• Total Sales Volume: Over 3,000 tonnes of pomegranates (equivalent to 6 billion seeds) sold in UK supermarkets in the last year.

• Health Aspect: Driven by the trend for healthy snacking, as highlighted by Dr Rupy Aujla, who notes the antioxidant and anti-inflammatory effects of polyphenols in pomegranates.

• Brand Mention: Poppin’ Poms, a major pomegranate brand in the UK, sources from nine countries and supplies to major retailers.

• Broader TikTok Influence: Cucumbers also experienced a sales surge and even shortages due to a viral smashed cucumber salad recipe on TikTok.

Key success factors of product (trend):

• TikTok Virality: The primary driver is the massive reach and influence of TikTok, leading to rapid spread and adoption of recipes featuring pomegranate seeds.

• Simplicity of Recipes: Many of the viral snack hacks, like pomegranate and chocolate chips, are incredibly simple and require minimal effort.

• Visual Appeal: The bright red color of pomegranate seeds is visually appealing and photogenic, making them ideal for social media content.

• Healthy Snacking Perception: Pomegranates are perceived as a healthy fruit with various health benefits, aligning with the healthy snacking trend.

• Versatility: Pomegranate seeds can be used in both sweet and savory dishes, contributing to their widespread appeal.

Key Takeaway: The surge in pomegranate seed sales demonstrates the significant power of social media, particularly TikTok, in influencing food trends and driving consumer demand. Simple, visually appealing, and healthy snack hacks featuring pomegranate seeds have resonated with a large audience, leading to a substantial increase in their popularity and consumption.

Main Trend: The main trend is the significant impact of social media, particularly short-form video platforms like TikTok, on driving food trends and influencing consumer purchasing behavior in real-time.

Description of the trend: TikTok-Driven Food Frenzy

What is consumer motivation:

• Seeking Viral and Trendy Foods: Consumers are often motivated by the desire to try foods and recipes that are currently popular and trending on social media.

• Influence of Social Media Content: Visually appealing and engaging video content on platforms like TikTok can create strong cravings and desires for specific foods.

• Easy and Quick Recipes: Many TikTok food trends involve simple and quick recipes that fit into busy lifestyles.

• Health and Wellness Interest: Consumers are often drawn to food trends that are perceived as healthy or offer nutritional benefits.

• Desire for Unique and Fun Culinary Experiences: Trying out viral food hacks can be seen as a fun and experimental way to engage with food.

What is driving trend:

• Massive Reach and Engagement of TikTok: The platform's vast user base and highly engaging video format make it a powerful driver of trends.

• Speed and Virality of Information: Trends can spread rapidly on TikTok, reaching millions of users in a short amount of time.

• User-Generated Content: The fact that many of these trends are initiated by regular users makes them feel more authentic and relatable.

• Visual Nature of the Platform: Food is highly visual, and TikTok's video format is ideal for showcasing appealing dishes and snack ideas.

• Short Attention Spans: The short-form video format caters to shorter attention spans and makes it easy for users to quickly learn and try new recipes.

What is motivation beyond the trend:

• Community and Belonging: Participating in viral food trends can create a sense of community and shared experience among users.

• Creativity and Self-Expression: Some users may be motivated to put their own spin on viral recipes and share their creations.

• Discovery of New Foods and Recipes: TikTok can serve as a platform for discovering new ingredients and culinary ideas that users might not have encountered otherwise.

• Convenience and Time-Saving: Many viral recipes offer quick and convenient meal or snack solutions.

Description of consumers article is referring to:

Best Description: The article primarily refers to consumers, particularly those who use TikTok and are interested in food and snack trends. This likely includes a broad age range, with a significant representation from younger demographics who are highly active on the platform. They are motivated by novelty, simplicity, health perceptions, and the influence of viral content.

• TikTok Food Enthusiasts: Individuals who use TikTok to discover new food trends, recipes, and snack ideas.

• Social Media Trend Followers: Consumers who are influenced by viral content and are eager to try trending products and recipes.

• Healthy Snack Seekers: Individuals looking for nutritious and appealing snack options.

• Convenience-Oriented Consumers: Those who appreciate simple and quick recipes that fit into their lifestyles.

• UK Supermarket Shoppers: The sales data specifically relates to consumers purchasing pomegranate seeds in UK supermarkets.

Who are the consumers implied by article:

• Who are them: Consumers who are active on TikTok and interested in food and snack trends, likely residing in the UK based on the sales data context.

• What kind of products they like: Prepared fruit, particularly pomegranate seeds, chocolate chips, cucumbers, halloumi, and ingredients for simple, visually appealing snacks and salads. They are also likely interested in other healthy snack options.

• What is their age?: While TikTok has a broad user base, a significant portion of its users are younger demographics, likely ranging from teenagers to young adults (Gen Z and Millennials).

• What is their gender?: The article does not specify gender, suggesting the trend likely appeals broadly to both male and female TikTok users interested in food.

• What is their income?: Given the focus on snack hacks and general supermarket sales, it likely appeals to a wide range of income levels.

• What is their lifestyle: Likely includes individuals who are digitally connected, active on social media, and interested in convenient and trendy food options. They may also prioritize health and wellness to varying degrees.

• What are their category article is referring shopping preferences: They are likely influenced by social media trends and may make purchasing decisions based on viral content and recommendations seen on platforms like TikTok.

• Are they low, occasional or frequent category shoppers: The article focuses on a specific product (pomegranate seeds) within the prepared fruit category, so it likely includes a range from occasional to frequent shoppers of this category, with a recent increase driven by the trend.

• What are their general shopping preferences-how they shop products, shopping motivations): They may be more impulsive in their purchases, driven by the desire to try the latest viral food trend. They might also be influenced by visual appeal and the perceived ease of preparation.

Conclusions: The rapid increase in pomegranate seed sales driven by TikTok highlights the platform's immense power in shaping food trends and influencing consumer purchasing decisions. This trend underscores the importance for food brands to pay attention to social media and potentially leverage platforms like TikTok to promote their products and engage with consumers.

Implications for brands:

• Monitor Social Media Trends: Food brands should actively monitor platforms like TikTok to identify emerging food trends and viral recipes that could impact their products.

• Engage with Social Media Influencers: Collaborating with popular TikTok creators and food influencers can be an effective way to promote products and drive sales.

• Create Simple and Visually Appealing Content: Develop short, engaging video content showcasing their products in line with current TikTok trends.

• Consider Product Placement in Viral Recipes: Explore opportunities for their products to be featured in popular and trending recipes on social media.

• Be Agile and Responsive: Be prepared to adapt their marketing and supply chains to capitalize on sudden surges in demand driven by social media trends.

Implication for society:

• Faster Spread of Food Trends: Social media accelerates the pace at which food trends emerge and become popular.

• Potential for Increased Consumption of Certain Foods: Viral trends can lead to significant increases in the consumption of specific ingredients.

• Influence on Dietary Habits: Social media has the potential to shape dietary habits and preferences, both positively and negatively.

Implications for consumers:

• Discovery of New Recipes and Ingredients: Social media can be a source of inspiration for trying new foods and culinary ideas.

• Exposure to Healthier Options: Viral trends can sometimes highlight healthy ingredients and recipes, encouraging better dietary choices.

• Potential for Overconsumption or Fad Diets: The rapid and often unregulated nature of social media trends can also lead to temporary obsessions with certain foods or unhealthy eating patterns.

Implication for Future:

• Continued Dominance of Short-Form Video: Platforms like TikTok will likely continue to be major drivers of food trends.

• Integration of E-commerce with Social Media: The ability to purchase products directly through social media platforms could further amplify the impact of food trends on sales.

• Personalized Trend Recommendations: AI and algorithms might play a larger role in recommending food trends and recipes to individual users.

Consumer Trend (name, detailed description): Social Media-Driven Food Fads: The rapid emergence and widespread adoption of specific food items, recipes, or eating habits fueled by viral content and trends on social media platforms like TikTok.

Consumer Sub Trend (name, detailed description): Snackification Through Social Media: The trend of discovering and embracing new snack ideas and "hacks" through social media, often emphasizing simplicity and visual appeal.

Big Social Trend (name, detailed description): The Power of Social Media in Consumer Culture: The significant and growing influence of social media platforms on shaping consumer preferences, behaviors, and purchasing decisions across various industries.

Worldwide Social Trend (name, detailed description): Global Food and Recipe Sharing: Social media facilitates the rapid sharing and adoption of food trends and recipes across geographical boundaries, creating global food fads.

Social Drive (name, detailed description): Desire for Novelty, Connection, and Participation: Consumers are driven by the desire to try new and exciting things, to connect with others through shared experiences, and to participate in online trends and communities.

Learnings for brands to use in 2025:

• TikTok is a Powerful Marketing Tool: Recognize the potential of TikTok to reach a vast audience and drive significant sales.

• Simplicity and Visuals Matter: Focus on creating content that is easy to understand, visually appealing, and shareable on platforms like TikTok.

• Authenticity Resonates: User-generated content and collaborations with genuine influencers can be highly effective.

• Be Prepared for Rapid Demand Shifts: Social media trends can lead to sudden spikes in demand, so having a flexible supply chain is crucial.

Strategy Recommendations for brands to follow in 2025:

• Establish a TikTok Presence: Create engaging and authentic content on TikTok showcasing their products and potential uses.

• Run Targeted TikTok Campaigns: Collaborate with relevant influencers to promote their products through creative and trending formats.

• Encourage User-Generated Content: Encourage consumers to share their own recipes and snack ideas featuring the brand's products on TikTok.

• Monitor TikTok Trends Closely: Dedicate resources to tracking emerging food trends and viral content on the platform.

• Be Ready to Adapt and Respond Quickly: Have strategies in place to capitalize on sudden increases in demand driven by TikTok trends.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it: The TikTok-Driven Food Frenzy is a powerful force shaping consumer behavior in 2025, and for brands to capitalize on this, they must actively engage with the platform, understand the dynamics of viral content, and create simple, visually appealing campaigns that resonate with TikTok users to drive significant sales and brand awareness.

Final Note:

• Core Trend: Social Media-Driven Food Fads: Consumer food choices are increasingly influenced by viral trends on platforms like TikTok.

• Core Strategy: Embrace TikTok Marketing: Brands need to actively engage with TikTok to promote their products and capitalize on emerging trends.

• Core Industry Trend: Digital Influence on Food Consumption: Social media is becoming a dominant force in shaping food trends and consumer demand.

• Core Consumer Motivation: Novelty and Social Connection: Consumers are driven by the desire to try new and exciting foods and connect with others through shared online experiences.

Final Conclusion: The TikTok-driven surge in pomegranate sales provides a compelling example of the profound impact social media has on the food industry. Brands that recognize and strategically leverage the power of platforms like TikTok will be well-positioned to tap into emerging consumer trends and drive significant growth in the dynamic landscape of food consumption.

Core Trend Detailed: The core trend of Social Media-Driven Food Fads signifies the increasingly powerful role that social media platforms, particularly those featuring short-form video content like TikTok, play in the rapid creation, dissemination, and adoption of food-related trends. This phenomenon goes beyond simple recommendations; it involves a dynamic interplay of visual appeal, ease of replication, and community engagement that can lead to sudden and significant shifts in consumer interest and purchasing behavior towards specific foods, ingredients, or culinary practices. These trends are often characterized by their fleeting nature, driven by the fast-paced and ever-evolving content landscape of social media.

Key Characteristics of the Core trend:

• Rapid Emergence and Spread: Food trends on social media can gain immense popularity within a very short timeframe, reaching millions of users globally almost instantaneously.

• Visual Dominance: Platforms like TikTok heavily rely on visual content, making aesthetically pleasing and engaging food presentations a key factor in driving trend adoption.

• Simplicity and Accessibility: Viral food trends often involve easy-to-replicate recipes or simple snack ideas that require minimal culinary skills or specialized ingredients.

• Community Engagement and Participation: Social media fosters a sense of community around these trends, encouraging users to try, share, and often add their own twist to viral food ideas.

• Fleeting Nature and High Volatility: While some social media food trends may have lasting impact, many are short-lived, with new trends constantly emerging and capturing user attention.

Market and Cultural Signals Supporting the Trend:

• Dominance of Visual Social Media Platforms: The immense popularity of platforms like TikTok, Instagram Reels, and YouTube Shorts, which prioritize video content, provides a fertile ground for visually driven food trends.

• Rise of Influencer Culture: Food bloggers, home cooks, and social media personalities with large followings play a significant role in initiating and popularizing food trends.

• Demand for Instant Gratification and Novelty: Consumers, particularly younger generations, are often seeking instant gratification and are eager to try new and exciting food experiences.

• Increased Time Spent on Social Media: The amount of time individuals spend on social media platforms exposes them to a constant stream of new trends, including food-related ones.

• Blurring Lines Between Entertainment and Information: Social media serves as both an entertainment source and a platform for discovering new information, including recipes and food ideas.

How the Trend Is Changing Consumer Behavior:

• Impulsive Purchases: Consumers are more likely to make spontaneous purchases of ingredients or products they see featured in viral social media food trends.

• Experimentation in the Kitchen: Social media inspires consumers to try new recipes and culinary techniques they might not have considered before.

• Seeking Out Specific Foods: Certain food items can experience sudden surges in demand due to their popularity in viral social media content.

• Sharing Food Experiences Online: Consumers are increasingly motivated to share their own experiences with trending foods and recipes on social media.

• Increased Awareness of Global Food Trends: Social media facilitates the rapid spread of food trends across different cultures and geographical boundaries.

Implications Across the Ecosystem:

• For Brands and CPGs:

  • Need to be agile and responsive to rapidly changing consumer preferences driven by social media trends.

  • Opportunity to leverage social media for marketing and product promotion through collaborations with influencers and by creating engaging content.

  • Potential challenges in managing sudden spikes in demand and ensuring supply chain responsiveness.

• For Retailers:

  • Need to monitor social media trends to anticipate shifts in consumer demand for specific ingredients and products.

  • Opportunity to create in-store displays and promotions that align with popular social media food trends.

  • Potential need to adapt inventory management to handle unexpected surges in sales for certain items.

• For Consumers:

  • Access to a wide variety of new food ideas and recipes.

  • Potential for discovering new favorite foods or culinary techniques.

  • Risk of being swayed by fleeting trends and potentially overspending on ingredients for short-lived fads.

Strategic Forecast:

• Social media will continue to be a dominant force shaping food trends for the foreseeable future.

• Short-form video platforms like TikTok are likely to maintain their significant influence in driving rapid and widespread adoption of food fads.

• We can expect to see more sophisticated tools and analytics emerge to help brands track and predict social media food trends.

• The integration of e-commerce with social media platforms will likely further blur the lines between trend discovery and immediate purchase.

Areas of innovation

• Pre-Prepared Pomegranate Products for Easy Hacking: Developing more convenient formats of pomegranate seeds or even pre-mixed products based on popular TikTok recipes (like pomegranate seeds with mini chocolate chips already combined).

• Packaging Designed for Social Media: Creating visually appealing packaging for pomegranate seeds that is "shareable" and stands out in social media content.

• Brand-Led TikTok Campaigns: Pomegranate brands could actively create and promote their own "snack hacks" and recipes on TikTok, featuring their products and encouraging user participation.

• Flavor Innovations with Pomegranate: Exploring new flavor combinations that incorporate pomegranate seeds, such as spicy pomegranate seasonings, flavored pomegranate juice pearls, or pomegranate-infused snacks.

• Partnerships with Complementary Brands: Collaborating with brands of products frequently paired with pomegranate in viral recipes (like chocolate chip brands or halloumi cheese producers) for co-marketing campaigns on TikTok.

• Educational Content on Pomegranate Benefits: Creating engaging TikTok content that highlights the health benefits of pomegranates in a fun and accessible way, further driving consumption.

• DIY Pomegranate Seed Removal Tools or Packaging: Innovating tools or packaging that makes it easier and less messy for consumers to extract pomegranate seeds themselves, catering to those buying whole pomegranates inspired by the trend.

Final Thought (summary): The phenomenon of social media-driven food fads is a defining characteristic of the modern culinary landscape, demonstrating the immense power of digital platforms to rapidly shape consumer preferences and behaviors. Brands and retailers that can effectively navigate this dynamic environment by staying informed, engaging authentically, and adapting quickly will be best positioned to capitalize on the opportunities presented by these fleeting but impactful trends.

Source: https://www.fruitnet.com/fresh-produce-journal/tiktok-snack-hacks-spike-sales-of-pomegranate/267245.article