TikTok has revolutionized how younger consumers discover food trends, offering supermarkets a unique engagement platform.
- A significant portion of TikTok users act on content, visiting supermarkets or buying products based on what they see.
- Prominent UK supermarkets are leveraging viral trends to connect with shoppers and amplify product appeal.
- Innovative and authentic content strategies on TikTok have become essential for success in the competitive retail space.
- TikTok’s influence on consumer behavior underscores the potential for supermarkets to integrate social media-driven experiences into in-store offerings.
TikTok has emerged as a thriving hub for Gen Z consumers to unearth new food trends. The platform’s capability to catapult ordinary recipes into viral sensations has caught the attention of supermarkets eager to tap into this digital goldmine. A report highlights that nearly half of TikTok users have taken action after encountering grocery content on the app. This includes following recipes, heading to supermarkets, or purchasing products seen on TikTok.
Sonia Gleeson, head of multicategory retail sales at TikTok UK, emphasizes that experimentation is now the norm in food content. The recent explosion of the cucumber salad trend exemplifies how creators like Logan (@logagm), whose video amassed over 15 million views, have spurred supermarket interest. The resulting demand caused a shortage of cucumbers in Iceland, with Morrisons and Aldi utilizing their TikTok accounts to present their variants of this trend.
The role of TikTok in reshaping food culture and trends is undeniable. Kate Hardcastle MBE notes that M&S has struck a chord with products that are both playful and indulgent, such as their bueno iced lattes and ‘Big Daddy’ chocolate bar. Viral hits provide consumers with the novelty and delight that resonate with social media users.
@logagm Best way to eat an entire cucumber
TikTok encourages supermarkets to embrace authentic, unpolished content that resonates well beyond traditional advertising. Gleeson points out that consumers eagerly engage with relatable content, with stores empowering staff to share genuine posts and leverage ad tools to drive sales. Tesco, with a growing follower base, strategically incorporates talkable content like Clubcard Prices and Meal Deals into its TikTok strategy.
Supermarkets such as Aldi and Asda showcase effective TikTok engagement by focusing on lighthearted, genuine content. From embracing Kevin the Carrot in skits to featuring relatable ‘Nanfluencers,’ they explore creative avenues to remain at the forefront of consumer minds. With platforms like TikTok bridging the gap between virtual and in-store experiences, initiatives like Tesco’s in-store salad bays marry social trends with real-world shopping.
TikTok’s ability to drive immediate purchasing decisions is instrumental for retailers. The platform anticipates trends such as Filipino food and the surge of the British jacket potato to gain momentum. Supermarkets eyeing these opportunities must ensure that their offerings align seamlessly with both their brand identities and consumer expectations.
Supermarkets must continue innovating and embracing TikTok’s dynamic environment to captivate and sustain a connection with younger consumers.
