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How the food industry can tap into demand from viral TikTok trends

UK supermarket chains have cited TikTok trends as a key driver behind the soaring popularity of F&B products, presenting a timely opportunity for brands – if they adopt the right strategy.

In recent months, several leading UK retailers, including Tesco, Waitrose, and Aldi, have acknowledged that viral TikTok recipes and ingredient hacks are creating surges in consumer demand.

So far in 2025, standout TikTok food trends in the UK include functional foods, high-protein snacks, and drinks, as well as niche items like cloud bread, cocoa bombs, cucumber salad variations, and baked cottage cheese.

Waitrose uses AI and social data to forecast trends

Waitrose has responded to this shift by highlighting 85 new products designed to align with trending TikTok content expected to peak during the summer.

Maddy Wilson, director of own brand at Waitrose, noted that nostalgic summer dishes, grazing platters, modern Mediterranean cuisine, and dips with unexpected flavours are all poised to perform well.

To identify these trends, the Waitrose team turned to AI tools and social listening techniques across digital platforms.

“We have used AI and social media trends to ensure we are ahead of the curve and supplying the flavours and ingredients customers are currently craving, while allowing them to discover something new,” said Wilson.

How food brands can leverage social media trends

Vhari Russell, founder of The Food Marketing Experts – an agency that advises F&B companies – stressed that brands should actively monitor emerging social media trends.

However, she cautioned against simply chasing the latest viral moment.

“Our advice would be to keep an eye on the channels that your customers use and listen to what they are talking about and what is popular as that is what you need to focus on,” she said.

“There is no point jumping on a trend that doesn't resonate with your customers as it won't help drive sales of your products. We would also advocate working with strong influencers on TikTok as that will also enable you to drive following, engagement, and sales.”

Why smaller brands can have the edge

While large brands may have greater marketing firepower, smaller businesses can respond faster to fleeting TikTok opportunities – particularly if they are already monitoring social media closely.

“Creating content can be quick and easier for smaller brands, which enables you to be part of the action quicker than bigger brands. You are not making Oscar-winning content – some of the content can be a little rough and ready, and be reflective of the moment in order to capitalise on the opportunity,” said Russell.

Capitalising on demand spikes

The viral Dubai chocolate trend offers a clear example of the power of TikTok.

The creamy pistachio bar – which was invented in 2021 by an engineer seeking to manage her pregnancy cravings – spawned a worldwide craze following widespread exposure on the platform.

UK retailers saw stock fly off shelves, with names from Lindt to Lidl creating copycat versions.

Russell suggested that brands seek out ways to link such surges to their own offerings.

“Sometimes it can be a numbers game. You can send it out to a large number of people at the same time, which can create more noise/content to increase engagement. Work on collaborations that benefit you as [much as] the other brand/ influencers; if you both benefit from it, it's a success,” she said.

However, viral trends can also bring stock challenges – both in finished goods and raw ingredients. Russell offered simple but effective advice to mitigate the disappointment of product shortages.

“Be honest, and make the product more quickly, but always create a waiting list, and make it so special that people are happy to sign up to get their order. Customers often have FOMO [fear of missing out], so creating a special waiting list is a good way in which to get customers to order and keep them happy,” she said.

From flash trends to lasting growth

While riding a viral wave can create short-term spikes, Russell cautioned that businesses must think strategically to convert surges in interest into lasting gains.

“We would advocate may to make hay when the sun shines, and try to keep as many of the customers as regular customers as possible,” she said. “Tweak, learn, and try and use it as a steppingstone to your success.”