Translating Social Media Trends into Craveable Products

From sourdough and cloud bread to dalgona coffee and feta pasta, some of consumers’ biggest food obsessions have been born on social media. TikTok, in particular, is the origin of many new and emerging food trends. Chefs and consumers alike have been using social media platforms to show off and share their creations, sparking trends and inspiring cravings left and right. Food items that are visually appealing and/or particularly novel are more likely to go viral on social media. How can food brands harness these insights and capitalize on social media food trends?

Capitalize on Cravings

One option is to introduce products that allow consumers to get in on the latest social media food trends without the effort or inconvenience. Take sourdough bread for example. Consumers fell in love with sourdough bread during the early stages of pandemic. After it started trending on social media, consumers in general became obsessed with making their own sourdough at home. It gave them something to do – and something to bond over. But, as many consumers lamented, the process is long and tedious and somewhat easy to mess up. That presented an opportunity for brands to step in to make sourdough more convenient and accessible to the masses.

Beyond simply offering sourdough mixes and pre-made sourdough bread, there’s also been an opportunity for brands to recognize consumers’ sourdough obsession in other formats. While something may go viral on social media for a few months, its influence on consumers’ cravings lasts a lot longer. Consumers are still showing interest in sourdough products two years later. So, brands can appeal to these consumers by providing unique and exciting ways to experience sourdough. Think pumpkin sourdough pancakes, sourdough coffee cake, or even sourdough peach cobbler.

Get Inspired by Flavor

With consumers’ schedules filling up once again, they may not have the time to fully indulge in the latest social media trends. FOMO is real, though, and these consumers will still want to try the latest social media crazes. In addition to producing these items directly, brands of all types can get in on social media trends – and thrill these consumers – by getting inspired by the flavors of these products. Take dalgona coffee – also known as whipped coffee – for example. Due to its novelty and aesthetically pleasing presentation, this classic Korean beverage shot up in popularity in 2021. Beverage brands aren’t the only brands who can take advantage of this trend. Dessert and dairy brands can also get in on this trend by featuring the flavors and texture of dalgona coffee in new product launches.

Feta pasta, spicy vodka pasta, cloud bread, nature’s cereal (fruit with coconut milk and ice), and more viral TikTok sensations can serve as inspiration for new and exciting flavors for a variety of products. Consumers will continue craving these flavors long after the social media buzz has fizzled out, making these flavors ideal for more than just LTOs.

Interested in translating social media food trends into exciting new products? Contact us today to get started.