The ever-increasing popularity of TikTok food content shows no signs of abating. In fact, gastronomic delights have come to dominate the platform so much they’ve earned their own moniker. Enter “FoodTok”!
Last year, #TikTokFood was viewed a staggering 43 billion times. The hashtag launched all kinds of dishes, from healthy “baked oats” to the infamous “whipped coffee” and “baked feta pasta”.
The breakaway success of TikTok has helped get millions of young people into the kitchen and into cookery. Food trends on the platform impact buying, eating and cooking habits – with the power to make or break brands amongst the younger generation.
So, what are the most popular TikTok food trends – and what does this mean for food delivery and restaurant franchises?
In ascending order, here are the 10 most popular TikTok food trends of last year:
10. #Tanghulu: 740 million views
A type of candied fruit snack (essentially fruit lollies covered in hard candy) popular throughout China.
9. #BakedOats: 929 million views
A cross between porridge and cake – which can be as decadent or health-conscious as you wish. Peanut butter, banana and chocolate were all popular variations.
8. #NaturesCereal: 933 million views
Comprising cereal made from fruit (think raspberries, blueberries, strawberries) eaten with coconut water and the odd garnish of mint or seeds. Heavenly.
7. #IceCreamCake: 1.1 billion views
With a mind-boggling array of flavours and combinations, it's sometimes cake made entirely from ice-cream, or a mix of cake, cookies, cream and ice-cream. Tasty? Yes. Calorific? Definitely…
6. #FetaPasta: 1.1 billion views
Bake a block of feta cheese with some cherry tomatoes, seasoning and olive oil – then mix with pasta. Trust us, it’s simple but delicious.
5. #DalgonaCandy: 1.4 billion views
Related to the runaway success of Squid Game, #dalgonacandy is honeycomb-esque cookies with various shapes stencilled on top.
4. #FrozenHoney: 1.6 billion views
Billed as the most satisfying (and sugary) TikTok trend, #frozenhoney swept across the platform – to the chagrin of dentists and dieticians everywhere!
3. #PancakeCereal: 1.6 billion views
A reasonably self-explanatory breakfast-based trend, consisting of mini-pancakes eaten with milk from a bowl. Just like, well, cereal.
2. #WhippedCoffee: 2.4 billion views
Also known as Korean Dalgona Whipped Coffee, this trend is easy to make with coffee, sugar and water (and a lot of whisking!) – served with hot or cold milk.
1. #CloudBread: 3.3 billion views
Think of a loaf of bread crossed with a meringue, and you’re almost there. It’s a high-protein, low-carb dish, made from egg whites, sugar and corn-starch. Sandwiches anyone?
What does this mean for virtual kitchen brands?
Capitalising on viral food sensations is a great way for virtual food brands to interact with TikTok’s young user-base.
TikTok also recently announced they’re developing delivery-only ghost kitchens across America. This would allow users to sample the latest trends without lifting a finger, ordered directly from the platform.
With plans to open over 1,000 locations by the end of 2022 – it’s a key development for ghost kitchen operators all over the world.
Peckwater Brands work with the largest food delivery platforms, staying one step ahead of the latest food trends, so you can say hello to extra orders, revenue and margins. Book a call today to discover how we can help grow your business.
Topics from this blog: Virtual Brands Marketing
