The Impact of TikTok on Food Trends: A Deep Dive

The Mysterious Algorithm

TikTok’s algorithm has become one of the enigmatic forces of the digital age, determining what content garners attention and drifts toward virality. It captures the interests of millions, influencing cultural domains from fashion and music to politics—and significantly, our culinary choices. As social media becomes an integral part of our daily lives, algorithms like TikTok’s are increasingly shaping not just what we consume on our screens but also what we consume on our plates.

Supermarkets in a New Role

Once, supermarkets were the trendsetters, taking cues from restaurant menus and popular dishes. However, the tables have turned. Zoe Simons, a brand development chef at Waitrose, points out, “The power has flipped.” The industry has shed its reliance on slow data collection and is now agile, responding almost instantly to trending foods showcased on platforms like TikTok and Instagram. This shift means that the traditional modes of market research are being replaced with algorithms that analyze real-time trends, dramatically enhancing product development timelines.

Viral Delights: From Recipe to Shelf

It’s not hard to pinpoint the ripple effects of these digital trends. Matcha lattes, which have become a staple of social media, now grace the menus of numerous cafes and restaurants, including industry giants such as Pret a Manger and Starbucks. Just recently, Greggs attributed its sales growth to a mac and cheese product that “went viral on TikTok,” amassing over 3 million views in one video.

Among the most notable phenomena is the "Dubai chocolate bar," which became a sensation thanks to Sarah Hamouda. This sweet treat combines pistachio cream and tahini with knafeh, a classic Arab dessert. A single TikTok video featuring this bar has accumulated an astonishing 120 million views, showcasing how a single social media post can launch a product into the stratosphere of public consciousness.

Technology Meets Culinary Agility

Supermarkets now employ sophisticated artificial intelligence tools to monitor everything from online recipes to social media conversations, allowing them to respond to trends rapidly. Where product development once required months, the retail landscape has evolved; items can now appear on shelves in mere weeks. The rise of the Dubai chocolate bar, for example, has prompted various brands to launch their pistachio-based products, with grocery chains like Lidl and Lindt entering the fray. Waitrose even imposed a two-bar purchase limit, citing high demand.

The Supply Chain Dilemma

While the speed of consumer trends accelerates, the global agricultural sector faces unique challenges. Producers are grappling with the swift spikes in demand driven by social media trends. The popularity of the Dubai chocolate bar has contributed to a notable shortage of pistachios. Prices for the green nut surged from €6.65 to €8.96 per pound, marking an almost 35% increase, with projections indicating even higher prices in the near future.

Interestingly, the U.S. is now the largest producer of pistachios, with Californian farms accounting for 43% of global production. This dominance in pistachio farming has not insulated producers from the turmoil brought about by the rapid shifts in consumer behavior.

The Matcha Craze

The story is similar for the matcha industry. A dramatic increase in demand has forced prominent tea companies in Japan, such as Ippodo and Marukyu Koyamaen, to impose purchase limits. Despite ramped-up production—Japan produced nearly three times more matcha in 2023 compared to 2010—the supply remains a struggle for many small businesses.

One such venture is Frothee, a matcha and coffee shop in London, launched by Hanife Hursit and her father. The young entrepreneur recognizes the immediacy of TikTok trends and curates a menu inspired by them. However, issues arise as suppliers struggle with the rising demand, prompting concerns about consistent stock levels. Hursit has identified trends on platforms like TikTok as strong influencers for her menu, although escalating costs for ingredients like pistachio have made some offerings impractical.

Environmental Considerations

Beyond economics, the environmental impact of rapidly expanding food trends cannot be overlooked. The cultivation of water-intensive crops such as pistachios primarily occurs in drought-prone regions like California and Iran, leading to over-extraction of water resources. Similarly, the boom in matcha production, driven by global demand, stresses water systems already at risk.

Experts warn that overly focusing on a single crop to meet fleeting social media trends could lead to deforestation and harm wildlife. The environmental costs associated with scaling up production to meet this demand pose complex questions for sustainability.

A New Era in Food Trends

The interplay of TikTok’s algorithm and consumer behavior creates a unique landscape in the food industry. What once required months of observation can now happen in real-time, but this speed comes with repercussions for producers and the environment. As technology advances and tastes evolve, the ramifications of these trends will be critical points of discussion in the culinary world. Awareness and strategic planning in agricultural practices may be necessary to navigate the rapid shifts introduced by social media-driven demands.