TikTok and Instagram are rapidly influencing food trends, shifting the trendsetting power from supermarkets to social media platforms. Users now see the emergence of previously niche items, like matcha lattes and viral snacks, on mainstream menus almost instantly. Brands, such as Greggs, attribute sales growth to products popularized on TikTok, like a mac and cheese dish that went viral. Supermarkets are now leveraging advanced AI tools to track online food trends, allowing new products to be developed and launched within weeks, changing consumer access to innovative food offerings.
"Now, because of TikTok and Instagram, our accuracy has gotten so much better... the power has flipped, she says. Before, we relied on what was popular at restaurants or we had to wait months for data to come through."
"Matcha lattes, made from Japanese green tea, have exploded in popularity on social media, and now feature on menus at Pret a Manger, Starbucks and Gail's."
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