15, August 2024
The rise of social media has created a digital appetite that's revolutionizing how the food and beverage industry operates, innovates, and connects with consumers. Traditional ways of cooking and consumption are changing to accommodate more customized, effective, and health-conscious meals. It is common to refer to these modifications as food trends. These trends are rapidly becoming viral through food journals, TV shows, and social media platforms.
Social media platforms like Facebook, Instagram, and TikTok have become the hotbed for viral food trends in the food & beverage industry. People are inspired to try new dishes through engaging food photos and brief recipe videos. These platforms attract dedicated followers and fans for bakeries, ice cream shops, restaurants, and cocktail bars.
Engagement with visually appealing food content on social media fuels the popularity of viral food trends, significantly extending their reach. These trends don’t rely on the traditional news cycle to gain momentum. On various platforms, user interactions such as likes, comments, searches, and shared posts influence the algorithms that prioritize popular content in feeds.
Social media platforms have evolved into the new culinary critics, trendsetters, and food journals of the modern digital age, each making a distinct contribution to the food culture. Users tap into the popularity of trends to create their viral content, further fueling the trend’s momentum. This dynamic offers various opportunities to harness these food trends—whether as a marketing tool, a source of inspiration for menu development, or a guide to enhancing food presentation.
Popular food trends often originate and spread primarily through social media platforms. TikTok is a popular social media platform that allows users to create and share 15- to 60-second video clips on a wide range of topics, including cooking, restaurant reviews, culinary tips, and trending food ideas. Its user base continues to grow rapidly, with people from around the world engaging in TikTok food challenges and adding their creative spins to the original ideas.
Examples like pancake cereal, avocado toast, rainbow bagels, and Dalgona coffee illustrate how visually appealing dishes can quickly become global sensations. These trends inspire both professionals and amateurs alike, encouraging them to experiment with creative recipes and refine their food presentation techniques.
The Dalgona Coffee trend reached its peak in April 2020, amassing over 366 million views and becoming one of TikTok’s most popular viral food phenomena. It seemed like everyone turned into a Starbucks barista overnight, embracing the trend’s rise. The Dalgona Coffee’s visually striking appearance and the satisfying process of whisking it made it perfect for social media virality.
Although baked feta spaghetti began as a TikTok culinary trend, it quickly spread across social media platforms, becoming one of the most popular recipes. Many people shared their additions and variations, which helped the dish gain widespread appeal due to its rich, flavorful taste and simplicity of preparation.
Rainbow bagels, with their vibrant swirls and Funfetti cream cheese topping, have also captured the attention of social media users. Despite existing for some time, influencers seem particularly enamored with this colorful food trend. The visual appeal of rainbow bagels has made them a standout trend, especially on TikTok.
The avocado toast trend has not only become a staple on menus but has also sparked a wave of memes, evolving into a viral food trend. Its customizable nature makes it an ideal subject for social media photography. Food bloggers and influencers highlight the significance of such food trends and the crucial role social media plays in amplifying the appeal of visually striking dishes like avocado toast.
TikTok food challenges have the power to bring popular trends like these and creative food hacks, such as the tortilla wrap, into the spotlight. The influence of TikTok culinary trends on food culture is significant, shaping consumer behavior and turning everyday ingredients into viral sensations. Recognizing this impact, food brands, restaurants, and even small grocery stores are increasingly paying attention to these trends, leveraging them to remain relevant in the rapidly evolving culinary landscape.
In today’s digital landscape, user-generated content (UGC) has become increasingly significant in the food and beverage industry. Short-form video content on platforms like YouTube Shorts, Instagram Reels, and TikTok is driving food engagement trends. By leveraging UGC, such as customer testimonials and interactive posts on YouTube cooking channels, brands can foster a community-centered approach that emphasizes authentic communication and shared experiences.
User-generated food content plays a crucial role in establishing a food brand’s legitimacy and validating current food trends. When customers share their recommendations and experiences, it adds a layer of trust and credibility, encouraging others to engage with these trends. A recent example is The Lafayette Bakery’s Suprême Croissant, which became an internet sensation.
Engagement with food trends is on the rise on these platforms, where users share videos of themselves eating and discussing their experiences, including interactions with staff. This has created a buzz, sparking a sense of urgency to try these trending foods for oneself in today’s fast-paced culinary environment.
Further, hashtags such as #foodporn and #foodchallenge have become powerful tools for driving viral food trends. By strategically leveraging these and similar hashtags, food brands and marketers can effectively reach a broader audience and generate interest in their products. For instance, the hashtag #food on TikTok has amassed over 555 billion views.
Similarly, Influencer-generated content presents a unique opportunity for food brands looking to innovate their product lines. Influencers and their followers function as engaged focus groups, offering valuable consumer insights. This content, often featuring captivating food videography and visual storytelling, appeals to a broader target market. By leveraging this approach, brands can enhance their social listening capabilities and strengthen their market presence.
Advancements in social media content by influencers are transforming the food sector by altering how people share, view, purchase, and consume food. Influencer-generated content enables marketers to reach consumers more effectively, offering concise insights and a deeper understanding of consumer markets. For the food and beverage industry, user-generated content offers numerous benefits. It promotes locally inspired culinary trends, leaves lasting impressions, and builds consumer trust. By developing campaigns driven by consumer input, brands can increase engagement and support emerging food trends that feel accessible to everyone.
User-generated food content is more than just a marketing tactic; it’s a journey that sparks excitement, fosters community-driven food trends, and brings people together. It’s akin to building relationships, creating memories, and savoring a great meal around the table.
Social media marketing in the food industry significantly influences eating habits across age groups. Case studies on food trends reveal how exposure to food-related posts on social media shapes users’ intentions and purchasing decisions, particularly concerning healthy eating. These platforms allow users to sample global delicacies without leaving their communities, expanding their culinary horizons.
The rise of viral food trends driven by online communities, ranging from ingredient-focused to diet-centered, has boosted the visibility of food manufacturers who engage with these trends. For example, Waitrose reported a 33% increase in feta cheese sales in May and June 2022, attributed to the ‘whipped feta’ trend. This trend was even highlighted in the British retailer’s annual food and drink report, underscoring the impact of viral food trends on digital platforms.
Food and drink have evolved from mere necessities to clickable status symbols, reflecting shifts in consumer behavior on social media, where platforms have become fertile ground for the emergence of popular food trends. Restaurants have noticed this change and actively promote these trending food fads. Additionally, the growing awareness of environmental sustainability and health-conscious lifestyles has fueled the rise of vegan food trends. Short-form videos are dispelling myths and making veganism more accessible, while trends like the keto diet have gained immense popularity, as seen in its status as the most Googled food-related term globally in 2020, surpassing even the Atkins Diet and intermittent fasting.
Social media platforms have thus become an integral part of contemporary food culture, influencing everything from dining trends to shopping habits. While these platforms can be challenging due to unfavorable reviews, they also offer unparalleled opportunities for brand promotion and engagement with food trends. They provide customers with a gateway to new culinary experiences and serve as powerful tools for community-building for businesses.
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