In recent years, TikTok has emerged as a powerful platform for shaping consumer behaviour, particularly in the world of food. With over a billion active users globally, TikTok has become a hub for viral food trends, where a single video can catapult an obscure dish into a worldwide sensation. For New Product Development (NPD) teams in the food industry, understanding the influence of TikTok is crucial in keeping up with rapidly evolving consumer demands.
This article explores how TikTok is changing the food landscape and what NPD teams need to know to stay ahead of the curve.
The Power of Viral Trends
TikTok's unique format, with its short, snappy videos and highly engaged user base, is ideal for food content. Creators showcase everything from simple recipes to exotic dishes, often adding their own twist, which encourages others to recreate and share the trend. What sets TikTok apart from other social media platforms is the speed at which trends can go viral. Within days, a particular recipe or food product can be seen by millions and become a must-try experience.
Examples of viral food trends include the infamous “whipped coffee” (Dalgona coffee), baked feta pasta, and cloud bread, all of which experienced massive global popularity thanks to TikTok creators. These trends didn't just inspire home cooks but also led to spikes in sales of certain ingredients and products, demonstrating the platform's ability to influence real-world consumer behaviour.
Why NPD Teams Should Pay Attention
For NPD teams, TikTok is more than just a source of viral entertainment—it's a window into emerging consumer preferences and an opportunity to innovate in response to real-time trends. Here's why:
- Rapid Insight into Consumer Desires
TikTok offers a direct line to what consumers, particularly younger audiences, are excited about in the food world. With Gen Z being one of the largest demographics on the platform, NPD teams can gain invaluable insight into the kinds of foods and flavours that resonate with this increasingly influential consumer group. - Shorter Trend Cycles
The lifecycle of food trends has accelerated dramatically thanks to TikTok. Where food fads used to evolve over months or years, they can now explode in popularity and fade away in weeks. NPD teams must be agile and capable of fast-tracking product development to capitalise on these short-lived trends before they fizzle out. - Increased Focus on Visual Appeal
TikTok is a visual platform, so food that looks good on camera is more likely to gain traction. NPD teams should consider the visual aspects of food when designing new products—vibrant colours, interesting textures, and innovative presentations are more likely to catch the eye of TikTok creators and consumers alike. - The Power of User-Generated Content
One of the reasons TikTok is so influential is because of the ease with which users can recreate content. For food brands, this means developing products that are simple and customisable, allowing consumers to put their own spin on a trend. Products that lend themselves to easy, shareable recipes are more likely to go viral.
Case Studies: Brands Capitalising on TikTok
Several food brands have already tapped into TikTok’s potential, using viral trends to drive product development and marketing strategies. Here are two notable examples:
- Chipotle Chipotle has been at the forefront of leveraging TikTok to engage with younger audiences. The company successfully capitalised on the viral "Tortilla Hack" trend, where users shared videos of folding tortillas with different fillings. Chipotle encouraged fans to try the hack with their ingredients, which not only increased brand visibility but also drove sales.
- Ocean Spray A more organic example is Ocean Spray's unexpected success when a TikTok video of a man skateboarding while drinking their cranberry juice went viral. The video became a sensation, sparking countless recreations, and led to a surge in sales for the cranberry juice brand. Ocean Spray embraced the trend, collaborating with the original creator and gaining widespread recognition.
- Little Moons Little Moons, a UK-based mochi ice cream brand, saw its sales skyrocket thanks to TikTok. In early 2021, TikTok users began sharing videos of themselves trying Little Moons’ mochi, often filming the unique texture and the fun, bite-sized format. These videos gained millions of views, creating a viral sensation that resulted in store sell-outs across the UK. Before the TikTok craze, Little Moons was relatively niche, but the platform's visual and shareable format allowed the product's unique attributes to shine. The company quickly responded by ramping up production and engaging with the trend on their own social media, demonstrating the power of a viral moment to transform a brand’s visibility and sales.
- ASDA and the Air Fryer Craze In 2022, ASDA benefitted from a viral TikTok trend around air fryer recipes, as users across the UK started sharing videos demonstrating how they used air fryers to cook everything from chips to desserts. ASDA took advantage of this by actively promoting its range of air fryers and the ingredients that could be used in the recipes circulating on TikTok. ASDA’s marketing team tapped into trending hashtags like #AirFryerRecipes and worked with influencers to create content using ASDA products. The result was a surge in sales for both air fryers and the associated food items. By quickly identifying and responding to this TikTok-driven cooking trend, ASDA positioned itself as the go-to retailer for air fryer enthusiasts.
NPD Strategy: Responding to TikTok Food Trends
For NPD teams, the challenge is to integrate TikTok’s trends into the product development process effectively. Here are key strategies to consider:
- Trend Monitoring
NPD teams should have a dedicated approach to monitoring social media platforms like TikTok. Identifying trends early can give brands a head start in product development, allowing them to respond quickly while the trend is still hot. - Collaborating with Influencers
Partnering with TikTok creators can be a powerful way to push new products and create viral moments. Influencers who specialise in food content can introduce your product to their audience in an authentic way, making it more likely to catch on. - Flexible Product Lines
Developing product lines that can easily adapt to consumer customisation is key to engaging TikTok audiences. For example, creating a versatile base product, such as a sauce, that can be used in multiple ways, allows consumers to personalise it and share their own takes on it. - Fast-Track Innovation Cycles
Traditional product development timelines may be too slow to capitalise on viral trends. Brands should explore ways to speed up the innovation process, perhaps by creating limited-time offers or smaller, faster product releases that can be launched while a trend is still relevant.
Risks and Considerations
While the rewards of engaging with TikTok trends can be significant, NPD teams should be aware of the risks. Viral trends can fade as quickly as they arise, and investing too heavily in a fleeting trend could lead to wasted resources. Additionally, not all trends are suitable for every brand, so it’s important to stay authentic and align with your brand’s identity.
Another consideration is regulatory approval, particularly for innovative products inspired by niche TikTok trends. NPD teams must ensure their products meet all health and safety standards before rushing to market, even in the face of viral demand.
Conclusion
TikTok’s influence on food trends is undeniable, and it offers both opportunities and challenges for NPD teams. By staying attuned to viral trends, embracing visual appeal, and fostering collaborations with influencers, food brands can use TikTok to their advantage in product development. However, it’s essential to remain agile and avoid over-committing to trends that may be short-lived.
In the fast-paced world of TikTok, food trends are evolving at breakneck speed—NPD teams that can adapt quickly and innovate in response will be the ones to thrive.
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