From TikTok Trends to Grocery Lists: How Social Media is Reshaping What We Eat
The grocery landscape is changing, and it’s not just about inflation or supply chain issues. A powerful new force is at play: social media. Increasingly, what appears on our plates isn’t dictated by tradition, recipes, or even nutritional guidelines, but by viral trends on platforms like TikTok, Instagram, and YouTube. Recent data from Norway’s leading grocery chains confirms this shift, and it’s a trend poised to accelerate in the coming years.
The 2025 Surge: Kiwi, Cucumbers, and the Power of a Viral Moment
In 2025, Norwegian retailers witnessed remarkable spikes in sales of seemingly random items. Kiwi fruit saw a dramatic increase after health benefits were highlighted online. A TikTok trend featuring cucumbers led to widespread sell-outs across the country. This isn’t an isolated incident. Rema 1000’s Head of Communications, Hege Rognlien, notes that 2025 was a pivotal year, clearly demonstrating the impact of social media on consumer behavior. “We’re seeing a direct correlation between what’s trending online and what people are buying in stores,” she explains.
This phenomenon isn’t limited to individual fruits and vegetables. Baked potatoes, broccolini, R-chocolate covered berries, and frozen pomegranate seeds all experienced significant sales boosts following social media exposure. The speed and scale of these shifts are unprecedented.
Beyond Produce: Protein, Freshness, and the Rise of Conscious Consumption
While the initial wave of trends focused on produce, the influence is expanding. Protein-rich products saw a doubling in sales for Rema 1000 in 2025, building on already substantial growth. This suggests a sustained interest in health and wellness, amplified by online fitness communities and nutritional influencers.
However, it’s not just about macronutrients. Consumers are increasingly prioritizing freshness, quality, and ethical sourcing. Meny, another major Norwegian grocery chain, reported significant growth in fresh produce, artisanal cheeses, and locally sourced meats. This aligns with a broader global trend towards “conscious consumption,” where consumers are willing to pay a premium for products that align with their values.
Did you know? Sales of traditionally ‘niche’ items like brisling and sardines increased by nearly 50% in Norway in 2025, driven by younger consumers discovering them through social media.
Looking Ahead: Predicting the Next Food Trends
So, what can we expect in the coming years? Several key trends are likely to shape the future of food consumption:
1. Hyper-Personalized Nutrition
Social media is fostering a growing interest in personalized nutrition. Expect to see more trends centered around specific dietary needs and preferences, driven by influencers and online communities. Genetic testing and at-home health kits will further fuel this trend, allowing consumers to tailor their diets based on individual biomarkers.
2. The “Ugly Food” Movement Gains Momentum
Reducing food waste is a growing concern. Social media is playing a crucial role in normalizing “ugly” or imperfect produce, challenging traditional aesthetic standards. Expect to see more retailers offering discounted imperfect fruits and vegetables, and more online content promoting creative ways to use them.
3. Fermented Foods Take Center Stage
Gut health is a hot topic, and fermented foods like kimchi, sauerkraut, and kombucha are gaining popularity. TikTok and Instagram are filled with recipes and testimonials touting the benefits of these probiotic-rich foods. This trend is likely to continue, with new and innovative fermented products emerging.
4. The Rise of “FoodTok” Chefs and Home Cooks
TikTok has become a breeding ground for culinary talent. “FoodTok” chefs and home cooks are creating viral recipes and inspiring millions to get in the kitchen. This democratization of cooking is empowering consumers to experiment with new flavors and techniques.
5. Sustainable Seafood and Plant-Based Alternatives
Concerns about overfishing and the environmental impact of meat production are driving demand for sustainable seafood and plant-based alternatives. Social media is amplifying these concerns and promoting eco-friendly options. Expect to see more innovative plant-based products hitting the market, and more consumers opting for sustainably sourced seafood.
Pro Tip: Grocery retailers should actively monitor social media trends and adjust their inventory accordingly. Collaborating with food influencers can also be an effective way to reach new customers and promote specific products.
The Role of Retailers: Adapting to the New Landscape
Grocery chains are recognizing the need to adapt to this new reality. NorgesGruppen’s Communications Director, Kine Søyland, emphasizes the importance of understanding consumer motivations. “When a trend goes viral, it’s often because it’s easy to try and the results are visible,” she explains. Retailers need to capitalize on this by making trending products readily available and providing clear information about their benefits.
Meny’s Managing Director, Rannveig Krane, highlights the importance of catering to evolving consumer preferences. “People are increasingly interested in fresh, high-quality ingredients and are looking for inspiration on how to use them,” she says. Retailers can meet this demand by offering cooking classes, recipe ideas, and in-store demonstrations.
FAQ: Social Media & Grocery Trends
- Q: Is this trend just a fad? A: While some trends are fleeting, the underlying influence of social media on food choices is likely to be long-lasting.
- Q: How can I stay ahead of the curve? A: Follow food influencers, monitor trending hashtags, and pay attention to what’s being discussed online.
- Q: Will this impact food prices? A: Increased demand for trending products can sometimes lead to temporary price increases.
- Q: Are these trends healthy? A: Not all trends are healthy. It’s important to critically evaluate information and make informed choices.
Reader Question: “I’ve noticed a lot of ‘food hacks’ online. Are these actually useful?” – Sarah J., Oslo.
Many food hacks are clever time-savers, but it’s important to verify their effectiveness and safety before trying them. Always prioritize food safety and hygiene.
The intersection of social media and food is a dynamic and evolving space. By understanding these trends and adapting to changing consumer behavior, grocery retailers can thrive in the years to come. For consumers, it’s a chance to discover new flavors, experiment in the kitchen, and connect with a global community of food lovers.
Explore more: Forget protein – now it’s fiber that matters. Kiwi helps with constipation, EU confirms.
