Viral social media trends can often translate to real-time impacts for brands – and the algorithmic pull of TikTok is particularly strong.
“TikTok’s algorithm uses a combination of personalization, virality, and speed, allowing its users to see what’s trending in subjects they like. It sparks impulse purchases due to the quick reviews, engaging content, and sometimes easy product links,” Jeff Ustin, VP of Western Bagel, told FI.
This phenomenon has prompted many companies to directly collaborate with TikTok creators to promote exclusive or private-label items, which is a wise strategy, given that Gen Z, which accounts for a sizable portion of the platform’s users, seems to have a soft spot for influencers.
In the latest NEXT Flavor Report by Rubix Foods, which analyzed 45,000+ Gen Z responses gathered via influencer-led polls, 41% of participants said they’d be more likely to share feedback with influencers than brands.
“Gen Z eats with their feed first,” said Shannon O’Shields, VP of marketing at Rubix.
The survey revealed that 85% of Gen Z participants said social media influences their purchasing decisions.
Meanwhile, another 77% reported that they often use TikTok for product discovery, which has essentially transformed the platform into the “new flavor focus group for QSRs and CPG brands alike,” according to O’Shields.
This “scroll-to-shelf” approach has accelerated product innovation timelines and opened new doors for brands. Let’s explore three of the latest trends reshaping retail shelves.
Flavor Mashups
In the Rubix survey, one in five respondents demanded pickle sauce – a trend that gained momentum from viral TikTok recipes and Chamoy-pickle challenges.
“This has evolved into more complex flavor mashups like pickle ranch, which 70% of Gen Z surveyors said they would be interested in trying,” said O’Shields.
Soda as a Sauce
Pickles aren’t the only thing Gen Z wants to turn into a sauce.
Sodas have evolved from soft drinks to sauce ingredients – and Dr Pepper is Gen Z’s top choice.
“Dr Pepper trended all of summer 2024 on TikTok – where 74% of viewers are 18-24 years old,” O’Shields added, who also noted that this sort of “cross-category flavor experimentation” appears to be going mainstream.
Swalty > Swicy
Move over, swicy – Gen Z has moved into its “swalty” era.
The sweet and salty mashup has emerged in posts showcasing foods like popcorn cookies, miso caramel, and candied bacon.
“Swalty is often seen as more nostalgic and versatile (than swicy), lending itself to product categories from kettle chip coatings to donut glazes,” said O’Shields.
Strategies
While these emerging trends have ushered in opportunities for brands to playfully connect with their fans, it’s crucial for companies to develop a solid strategy before diving in too deep.
Industry experts shared the following tips with FI:
- Be authentic: “Relatable content is what resonates with users, so when I see a new trend, the first thing that comes to my mind is how can the brands I work on tap into the conversation. Think of trends or fads as an opportunity to connect with your audience,” said Petra Khan, Associate Director of Strategy at ICUC.social.
- Plan ahead: “The popularity of TikTok trends can lead to supply shortages and an increase in ingredient costs, which can challenge retailers’ stock and pricing,” said Ustin.
- Manage expectations: “Once the viral cycle fades, retailers can expect a correction in demand until it reaches a steady state level. How large the correction is ultimately depends on the product market fit. When TikTok trends drive demand, it’s imperative to timebox the supply and not expect the demand to be the new baseline,” said Saee Pansare, a food and grocery innovation expert.
The Food Institute Podcast
Data is becoming more and more important to the food-away-from home sector, but the quality of both the data and the people who handle it remain key to success. Tibersoft’s Suzanne Cwik joined The Food Institute Podcast to discuss how speed, precision, and efficiency should be the cornerstones of a data management plan.
