TikTok’s algorithm has emerged as a significant force shaping consumer preferences, subtly steering trends in everything from fashion to food. Supermarkets, which have traditionally set trends based on data from restaurant menus and consumer preferences, now find themselves adapting to the ever-changing desires of a generation influenced heavily by social media. According to Zoe Simons, a brand development chef at Waitrose, “The power has flipped.” With insights from platforms like TikTok and Instagram, supermarkets can quickly identify and respond to trending items, allowing them to bring popular products to market in record time.

Recent examples abound, particularly the explosive rise of matcha lattes and the phenomenon of the “Dubai chocolate” bar. This confectionery sensation, which features a filling of pistachio cream combined with knafeh—a traditional Arabic dessert—was popularised by a TikTok video that garnered over 120 million views. Such virality has had tangible effects, with major UK bakery chains, including Greggs, attributing improved sales to snacks that have gained traction online. Meanwhile, bars inspired by the original have been launched by various brands, including Lidl and Lindt, reflecting an industry keen to capitalise on these fast-moving trends.

However, the rapid shift towards TikTok-driven consumerism presents unique challenges, particularly for producers. Agricultural suppliers are grappling with surging demand, especially for ingredients like pistachios, which have witnessed a dramatic price increase from €6.65 to €8.96 per pound—nearly a 35% rise—due to this newfound popularity. While American pistachio farms in California dominate global production, the escalating demand has created a pressure system fraught with potential shortages.

The matcha industry is similarly affected; the green tea powder’s popularity has led to implementation of purchase limits by producers like Ippodo and Marukyu Koyamaen, despite a tripling in Japan’s output over the last decade. As demonstrated by Hanife Hursit, who opened her own matcha and coffee shop, Frothee, the heightened interest in these trending products does not always translate smoothly to retailers. Even as her store attracts long queues of eager customers, a sharp rise in wholesale prices has prompted her to reconsider the addition of certain products to her menu, notably any involving pistachios.

Analysts are increasingly highlighting the broader implications of these spikes in demand. Mzingaye Ndubiwa from Tridge notes that the water-intensive nature of pistachio cultivation, primarily in drought-stricken regions of California and Iran, poses a significant environmental risk. The soaring demand could lead to over-extraction of groundwater, resulting in long-term ecological repercussions. Furthermore, the rush to expand single-crop agriculture can inadvertently foster harmful practices such as monoculture farming, which threatens biodiversity and increases the reliance on pesticides.

As supermarkets strive to align their product offerings with the whims of social media trends, the complexities of sourcing and sustainability loom large. The relationship between TikTok trends and consumer behaviour highlights not only the rapid shifts in food culture but also the urgent need for a more conscientious approach to agriculture. If driven by fleeting online trends, we may inadvertently cultivate environmental decline alongside our favourite snacks. In an age where a simple video can spark global demand, the task ahead is to balance immediate consumer satisfaction with long-term ecological responsibility.

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Source: Noah Wire Services