How TikTok Is Redefining What You Eat—And Why You Should Care

The food and beverage world is a dynamic landscape influenced by shifting consumer behaviors, global trends, and the ever-evolving digital conversation. The insights from the latest trends report reveal how these forces shape the industry today, offering food and beverage brands valuable lessons on staying relevant and engaging their audiences effectively.

The Decline in Food Conversations Online

In the past year, online discussions about food have seen a noticeable decline, with mentions down by 16%. This drop reflects broader economic pressures, particularly inflation and rising food costs, which have dampened enthusiasm for discussing culinary delights online. Interestingly, the emotion most commonly associated with food in these conversations is "disgust," which has increased by 3%. This sentiment often stems from negative experiences related to food allergies, bad taste, or disappointing dining experiences. For food and beverage brands, this signals a need to double down on quality and customer satisfaction to counteract the growing negativity.

Brunch: The Shining Star of Positive Conversations

Despite the overall decline in food discussions, brunch remains a bright spot. Conversations about brunch are overwhelmingly positive, driven by the joy of sharing meals with friends and family, particularly in social settings like restaurants. Brunch has become a cultural staple, especially among millennials, who dominate these conversations. This represents an opportunity for brands to tap into the brunch market by offering unique and Instagram-worthy experiences catering to this demographic's love for social dining.

The Rise of Aesthetic Food Trends: Bowls and Charcuterie Boards

Visual appeal plays a significant role in food trends, with bowls and charcuterie boards leading the charge. Bowls, whether filled with smoothie ingredients, poke, or burritos, are popular for their aesthetic versatility and endless possibilities. On the other hand, Charcuterie boards remain a favorite for their visual impact and the creative ways consumers can arrange meats, cheeses, and other accompaniments. Brands can leverage these trends by focusing on the presentation of their products, ensuring they not only taste good but also look good enough to share on social media.

Regional Differences in Food Trends

Understanding regional preferences is crucial for brands looking to tailor their offerings. For instance, while bowls are popular in the U.S., U.K., and French-speaking countries, appetizers reign supreme in Germany and APAC regions. Ramen is a favorite in Spanish-speaking countries, while porridge is a top conversation starter in the U.K. These nuances highlight the importance of regional marketing strategies that cater to local tastes and preferences.

The Power of TikTok in Shaping Food Trends

TikTok continues to be a powerhouse in setting food trends. The platform's influence is undeniable, from baked feta pasta to the latest mushroom coffee craze. Food trends on TikTok quickly spread to other social networks, making it essential for brands to stay ahead of the curve and leverage these trends to engage with younger, tech-savvy consumers. For example, brands could create content that taps into the viral nature of TikTok trends or partner with influencers to showcase their products in trending recipes.

The Fermentation Trend: Health and Heritage

Fermentation, a trend that gained traction during the pandemic, shows no signs of slowing down. Foods like kimchi, sauerkraut, and kombucha are popular not just for their health benefits but also for their rich cultural heritage. Gochujang, a Korean fermented chili paste, has seen a surge in popularity, driven by the global fascination with Korean culture. Brands can capitalize on this trend by highlighting the health benefits of their fermented products or exploring new, culturally rich offerings that appeal to health-conscious consumers.

Beverage Trends: Coffee, Energy Drinks, and the Sober-Curious Movement

Regarding beverages, coffee remains the most talked about, with significant generational differences in how it's consumed. Baby Boomers prefer black coffee, while Gen Z prefers iced coffee and energy drinks. However, the conversation around energy drinks is predominantly negative, often criticized for their packaging and health implications. On the other hand, the sober-curious movement, particularly among younger generations, is driving the popularity of non-alcoholic beverages like mocktails. Brands should take note of these preferences and consider expanding their offerings to include healthier, non-alcoholic alternatives that cater to the growing demand for sober options.

The Enduring Appeal of Grocery Delivery

The pandemic-induced boom in grocery delivery has settled into a new normal, with many consumers continuing to favor the convenience of online shopping. This trend is particularly strong among older consumers, who have adopted online grocery shopping at higher rates than before. For brands, this means maintaining a strong online presence and ensuring their products are easily accessible through delivery services.

Final Thoughts

The food and beverage industry is at a crossroads, where staying attuned to consumer sentiment and emerging trends is more critical than ever. By focusing on quality, visual appeal, and the cultural significance of their offerings, brands can navigate the challenges of a changing landscape and continue to resonate with their audiences. Whether it's through tapping into the latest TikTok trends, offering aesthetically pleasing products, or catering to regional tastes, the key to success lies in understanding and adapting to the diverse needs of today's consumers.

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I am an Ad-Age, Emmy, Shorty, Telly, and Webby Award-Winning Social Media Strategist and Content Creator for outdoor lifestyle, adventure, travel, and recreation brands. With over two decades of experience, I've revolutionized digital brand storytelling and audience engagement in food & beverage and outdoor lifestyle sectors. My expertise in copywriting, brand strategy, and content creation has helped shape captivating narratives that resonate deeply with audiences, fostering strong connections and building vibrant online communities.