TikTok is reshaping how UK supermarkets engage with younger shoppers.
- Supermarkets leverage TikTok trends to connect with Gen Z consumers.
- Viral food content is influencing supermarket sales and product choices.
- Retailers focus on authentic TikTok content rather than traditional advertising.
- The gap between online trends and in-store shopping is narrowing.
TikTok has become a pivotal platform for the discovery of food trends, notably among young consumers. The platform’s influence dates back to 2020 with phenomena such as mochi ice cream and whipped coffee gaining traction. As of now, 49% of TikTok users have engaged with supermarket content, driving new recipes, store visits, and product purchases. This trend highlights the potential for supermarkets to engage meaningfully with younger demographics.
According to Sonia Gleeson, TikTok UK head of multicategory retail sales, experimentation in food content is now commonplace. Supermarkets are finding opportunities to share innovative culinary ideas, often leading to viral recipes like the trending cucumber salad, which gained significant traction this year. Supermarkets in Iceland faced a cucumber shortage due to this trend, and UK retailers Morrisons and Aldi quickly joined in, showcasing their interpretations of the dish.
Retailers like Marks & Spencer (M&S) have leveraged TikTok to boost product visibility. Products such as the £6.50 ‘Big Daddy’ chocolate bar and chicken Caesar dip have garnered attention on the platform. Katie Hardcastle MBE, a noted consumer expert, believes these products succeed because they offer something exclusive yet relatable, aligning perfectly with TikTok’s playful nature.
@logagm Best way to eat an entire cucumber
The importance of TikTok as a marketing tool is emphasised by Kate Hardcastle, who expresses that retailers not focusing on it are missing a critical opportunity. Authenticity is key, with users favouring real-world applications over traditional advertisements. Sonia Gleeson further notes the opportunity for supermarkets to surprise consumers with unique flavours and combinations, enhancing engagement.
Supermarkets like Tesco and Aldi have seen significant successes by tapping into TikTok. Tesco uses the platform to highlight customer interests and product developments, resulting in increased sales of certain items due to viral trends. Similarly, Aldi boasts the largest TikTok following among UK supermarkets by engaging in trends like the viral cucumber salad, showcasing their mascot in entertaining content.
Annie Stevenson of Asda articulates the necessity of TikTok for social connectivity, noting the platform’s ability to reach current and new audiences with budget-friendly and trend-driven content. Asda’s TikTok strategy includes experimental content formats and adopting trends to maintain relevance among shifting consumer habits.
Tesco’s approach to integrating TikTok into its physical stores further exemplifies the narrowing gap between online and in-store experiences. By introducing TikTok-inspired features such as salad bays and protein product displays, Tesco aligns itself with consumer expectations, driven by a desire to see online trends mirrored in their shopping environments. Hardcastle underscores the value of such strategies, noting they cater to a younger audience’s desire to merge digital and physical worlds.
Upcoming trends on TikTok are poised to offer more opportunities for supermarkets. With interest growing in Filipino cuisine and the British jacket potato becoming a global sensation, supermarkets have multiple avenues to explore. The potential for retailers to capitalise on such trends points to an evolving marketing landscape.
Supermarkets embracing TikTok are effectively bridging the gap between digital trends and traditional retail, engaging with a new generation of consumers.
