Viral social media recipes - do they translate into action?

From baked feta pasta to cottage cheese, the past few years has seen a multitude of viral food trends surface on social media channels like TikTok, often leading to impressive amounts of consumer engagement.

A 2023 survey by the International Food Information Council (IFIC) that asked 1,022 Americans found that 42% have come across food and nutrition-related social media content in the past year. Exposure increases among the young; 71% of Gen Z had come across such content, compared to only 22% of Boomers. Just over half (51%) of all respondents said they had tried a new recipe as a result of social media content.

It is not unusual for food-related content to have hundreds of millions of views and likes on social media. On TikTok, for example, the hashtag #cottagecheese has a whopping 1.2 billion views on TikTok, up from 470 million in July.

But do these online sensations increase real-life food sales? Watch the video below to find out!

Recent blogs
The world’s first wrapper-free snack bar faces hygiene hurdles Personalised nutrition company teams up with major UK retailer Bakery giant launches high-iron chocolate with protein made from thin air Prebiotics - nature’s Ozempic? Guilt-free snacks for gamers Fizzy drinks bring unexpected success for prebiotics Giving chocolate milk a clean - and sportified - slate Perdue launches chicken feed for humans in bold campaign Hay milk attracts consumers with tradition, taste and transparency The evolution of the 10 Key Trends