UK supermarkets are leveraging TikTok to tap into viral food trends, significantly impacting Gen Z shopping behaviours.
- In 2020, mochi ice cream balls and baked feta pasta became sensations, launching a legacy of viral food trends through TikTok.
- Nearly half of TikTok users have responded to supermarket content, driving foot traffic and sales.
- Supermarkets like Morrisons and Aldi quickly adapt to trends such as cucumber salad, directly influencing product demand.
- Experts emphasise the importance of authentic engagement on TikTok to capture the trend-driven younger demographic.
TikTok has emerged as a pivotal platform for discovering food trends, significantly influencing shopping behaviours among younger consumers. In 2020, viral phenomena such as mochi ice cream balls and baked feta pasta highlighted the platform’s ability to catapult seemingly niche foods into widespread popularity. Based on data, 49% of users have taken action after viewing supermarket content on TikTok, underscoring the platform’s influence on consumer choices.
Sonia Gleeson from TikTok UK highlights that innovation in food content has become standard practice. Supermarkets often find a receptive audience keen on experimenting with new culinary ideas, resulting in viral recipes like the popular cucumber salad. This particular trend reached millions, with Logan’s (@logagm) video achieving 15.3 million views. In Iceland, the impact was so substantial that it led to a cucumber shortage. UK supermarkets Morrisons and Aldi capitalised on this trend by showcasing their versions of the recipe on TikTok.
Other retailers have similarly seen products gain viral status. M&S received significant attention for items such as its bueno iced lattes and the ‘Big Daddy’ chocolate bar, akin to the Dubai pistachio chocolate bar. “M&S has always been synonymous with quality,” says Kate Hardcastle, adding that the retailer’s playful approach resonates with TikTok users. Such success indicates a strategic blend of novelty and accessibility that captivates users.
@logagm Best way to eat an entire cucumber
Authenticity is a cornerstone of successful TikTok engagement, as emphasised by experts. Hardcastle stresses that the influence of TikTok is monumental, especially in shaping current food culture. She notes that brands not utilising TikTok are missing vast opportunities. Meanwhile, Gleeson points out that genuine, relatable content tends to resonate more effectively than traditional advertisements. Supermarkets are increasingly empowering staff to post authentic content and utilising ad tools like shoppable recipes, thereby driving sales.
Tesco harnesses TikTok to engage with its customer base, boasting nearly 280,000 followers. It taps into trends by prioritising relatable content, such as Clubcard Prices and Meal Deals, exploring new product development in innovative formats. Supermarkets, including Aldi, with almost 520,000 followers, have thrived by adopting tones that resonate with audiences, fostering entertainment over direct selling. For example, Aldi’s use of humour and a playful mascot showcases how supermarkets can create appealing and engaging content.
According to Asda’s senior director Annie Stevenson, TikTok is essential for connecting with their audience, evidenced by over 225,000 followers on their channel. As trends evolve, Asda embraces fast-paced, engaging content tailored to resonate with both existing and new audiences. This includes emphasising budget-friendly recipes and engaging with the ‘Nanfluencers’ to keep Asda relevant within changing shopping habits. Such strategies have proven useful in positioning Asda and other retailers at the forefront of digital engagement.
Innovative in-store solutions inspired by TikTok trends have been pioneered by Tesco, reflecting the merging of online phenomena with tangible customer experiences. In a noteworthy move, Tesco launched salad creation bays inspired directly by TikTok healthy eating trends, offering an immediate and tangible connection to the online world. Such initiatives underscore a recognition by supermarkets of the need to create seamless integration between digital trends and physical shopping experiences, thus enhancing consumer engagement.
Capitalising on TikTok trends allows supermarkets to reach a young, engaged audience and integrate seamlessly into the modern shopping experience.
