Last week we spotted freeze dried lemon lollies at the counter of our local IGA, with “As seen on TikTok” emblazoned across their packaging. Wow.
Whether we like it or not, this social media monster is driving consumer behaviour in a way none of us could’ve predicted (especially all those parents who’ve been bribing their offspring to eat vegetables for years only for a viral TikTok recipe featuring carrots to see their kiddos crunching through the crisper like starving horses.)
So, what do folks in the food industry need to know?
🤳🏽There are 8.5 million Aussie users on TikTok, most in the 18-24 age bracket.
🤳🏽They are 34% more motivated by social media shopping influencers than traditional advertising.
🤳🏽Short form videos are driving viral trends, especially to do with quirky ingredients and home cooking.
🤳🏽For users it’s all about discovery, experimentation, having your finger on the pulse and being part of a larger cultural movement.
🤳🏽Trends (such as 2021’s everything feta or the current obsession with cucumbers) have triggered dramatic stock shortages…
🤳🏽…and booms in sales of previously slow items.
🤳🏽Ergo: TikTok is a force to be reckoned with.
How to keep up with the pace, and implications, of TikTok trends?
👉🏼Sign up for curated industry news such as Insight Trends World who do the heavy lifting/deep research for you.
👉🏼The Guardian’s food section also does enjoyable op eds – like this recent piece on the cottage cheese trend.
👉🏼And you can always take a deep breath and dive into TikTok’s food & drink channel yourself, discovering trends and anticipating rushes ahead of time.
Words to the wise
Retailers have been burned by loading up on “viral” stock only for the fad to fizzle. It seems like a good idea to take a nimble and watchful approach, committing to smaller orders until trends have proven their staying power. Collaborating with younger employees who are TikTok natives is a good idea too, either for in-house marketing or an “is this actually hot?” trend barometer.
🦖What do you think? Are you seeing the influence of social media in store? What’s your approach to this new, exciting and slightly mind-boggling shopping landscape?