The CPG space borrows inspiration from TikTok trends
Trend - TikTok usage increased globally during the pandemic, fueling viral trends across many spaces, but especially in food. Companies in the CPG space are borrowing inspiration from these largely DIY food trends, offering products across categories in similar flavor profiles to hose seen on the social media site.
Insight - Food trends on TikTok, sometimes called 'FoodTok,' are introducing a new era of foodie-ism for a younger generation. This is no coincidence; the pandemic-induced lockdown increased both screentime and interest in cooking across generations. This hybridization of interests has resulted in a new generation of foodies who are interested in uncomplicated, but delicious DIYs that use pre-made ingredients, and can be showcased in short video clip-format tutorials.
Insight - Food trends on TikTok, sometimes called 'FoodTok,' are introducing a new era of foodie-ism for a younger generation. This is no coincidence; the pandemic-induced lockdown increased both screentime and interest in cooking across generations. This hybridization of interests has resulted in a new generation of foodies who are interested in uncomplicated, but delicious DIYs that use pre-made ingredients, and can be showcased in short video clip-format tutorials.
Workshop Question - How has TIkTok changed your industry? Your customer's expectations? Your brand?
Trend Themes
1. Foodtoks - The rise of TikTok usage during the pandemic has sparked 'FoodToks', a new era in foodie culture with an interest in uncomplicated, but delicious DIYs that can be showcased in short video clip-format tutorials.
2. Viral Menu Items - Social media platforms like TikTok have inspired viral off-menu items and limited-edition products for restaurants and beverage brands.
3. Influencer Collaborations - Collaborations with social media influencers and content creators have given rise to unique limited-time food and beverage items for CPG and restaurant brands alike.
Industry Implications
1. CPG - Food and beverage CPG brands can create limited-edition products inspired by viral TikTok trends or collaborate with social media influencers to bring new products to market.
2. Restaurant - Restaurants can create viral menu items and collaborations with influencers to attract new and younger customers and create buzz on social media.
3. Beverage - Beverage brands can create limited-edition flavors and bring back old favorites inspired by social media trends or collaborate with influencers on unique, share-worthy drinks.
