Social media has become one of the biggest influences on trends in the food industry. While social media has given rise to many viral food products and menu items over the years, consumers have been looking to it for inspiration for their own food exploration both at home and when dining out now more than ever. Essentially, social media has encouraged them not only to try specific trendy products, but also to have an open mind when it comes to trying new things in general.
TikTok and Instagram continue to drive many recent food trends, inspiring consumers’ cravings and shaping what’s to come for the food industry. Keep reading for out experts’ insights into why social media is so influential and a look at what’s trending on social media now.
Why is Social Media So Influential?
FOMO, or the fear of missing out, is real when it comes to having the opportunity to get in on a new or up-and-coming trend. For that reason, consumers have been willing to step outside of their comfort zones and try products and recipes that they see trending on social media. From new products with clever marketing campaigns to recipes shared by influencers and celebrities, social media has created a perfect ecosystem for giving rise to new trends and shaping the food industry.
Part of the challenge that social media has presented to brands and foodservice operators is that it has shortened consumers’ already short attention spans. It can be tricky, then, for brands to innovate around current social media trends because by the time new products or menu items have hit the market, social media users will likely have moved on.
Brands shouldn’t neglect or ignore social media trends altogether, however. Instead, a close examination of the overarching, or macro trends, associated with a viral product can yield exciting new ideas that tap into the latest trends and generate the same kind of buzz that viral food trends do, without appearing to be behind the times.
Using the latest social media trends to predict the next big trends is another option too. Typically, there’s something specific about an item that’s trending on social media that is driving the buzz. Figuring out what that is can help reveal what else might get consumers excited.
Harnessing the Latest Social Media Trends
What’s trending now, and how can brands use this information to develop innovative new products? Here’s a look at some of the latest social media food trends, along with our insights into how these items may be foreshadowing what’s to come for the food industry.
All Things Pink. The color pink, in general, is having its moment on social media. First came “Barbiecore,” a trend in which shades of hot pink took social media fashion by storm. Then, pink began trending across all different sorts of content from interior design to, yes, food and beverages. Recently, a pink sauce made with dragon fruit made waves on social media for its vibrant color. Similarly, pink desserts, like macarons and donuts, have generated significant buzz on TikTok and Instagram, as have pink beverages.
What does this mean for brands? Consider innovating with bright, vibrant colors. These items do particularly well on grocery store shelves, menus, and social media posts because they are eye-catching. Grab consumers’ attention with items featuring vibrant shades of pink, blue, orange, yellow, and more.
Never Boring Boards. First came the charcuterie board. Now it’s the butter board’s time to shine. On social media, consumers have been sharing their takes on the “board,” continuing to come up with new and different combinations of food items and flavors. Foodservice operators can get in on this trend by looking to macro trends to come up with other exciting forms of boards, whether it be those that feature trending ingredients or those that include items from trending cuisines. Retail operators can highlight how their products could be featured in different types of boards, again looking to macro trends to get ideas about what the next trending board could be.
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