July was a rainy, yet busy month, but mostly rainy. Whilst we couldn’t get the BBQ’s out as much as we had hoped – it was still a month filled with fantastic food, and in classic British style, we didn’t even let the weather stop us from enjoying classic summertime scran.
July saw us enjoying classic British BBQ food and drinks – including classic cocktails and some twists. And, with summer underway we are still focusing on our healthy eating, with TikTok becoming the go to place for all things health related.
We’re Not Letting the Weather Get us Down
In classic British style, we’re not letting the rain dampen our spirits!
We are still seeing lots of BBQ content and meaty videos doing the rounds, as well as vegetarian and meat free twists on BBQ classics. In July, #bbq was still one of the top trends, with 4K posts and 43M views in the UK in July alone.
To say that the UK experience three times the average amount of rainfall this July, that says a lot about the classic British resolve when it comes to summer weather. And, of the BBQ food in question, we’ve seen plenty of different content doing the rounds – with donut burgers, and sweet treats galore. But, nothing beats the traditional BBQ burger and with searches for ‘smash patty’ soaring according to Google Trends to +52% year on year, we can see that we are all in agreement.
On TikTok, #smashpatty received 232K views in July and #smashburger received 11M. With creators showcasing how you can make your own smash burger at home as well as the best local spots that serve the best burgers around.
It wasn’t only burgers and BBQ’s that had us wishing for better weather – #icecream came in at number three for the top trending food & beverage hashtags on TikTok in July. It just goes to show that nothing can stop Brits from enjoying a summertime treat – even if they get drenched in the process.
Twists on a Classic
As we predicted, we’re continuing to see a range of twists on classic cocktails – even more so in the summer months. A summer spritz is always a hot weather favourite but it would seem even in the damp weather they are still a crowd pleaser. This month, according to Google trends the Negroni Spritz is popular – with searches up 50% year on year. Now, what is a Negroni Spritz?
A Negroni Spritz is essentially a Negroni topped with Soda or Sparkling water – a perfect light version of this classic cocktail.
It’s not just the Negroni that is getting a Spritz makeover either – but there are a whole host of twists on this summertime favourite. Of course, we have the Aperol Spritz’s cousins – Limoncello Spritz & Hugo Spritz, but with #spritzseason having over 62K views in the last month on TikTok we took a look at some other variations trending.
It was hard to choose, but we saw some interesting takes on a summer classic – including a Lillet Spritz, a Pimms Spritz and an Elderflower Rose Spritz.
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Healthy Eating Still a Priority Well into Summer
It seems that this year, the healthy eating trend hasn’t died down as much as it typically might in summertime. This is largely down to a mindset shift we’ve seen this year around people’s relationship with their own health – with people being more mindful over their gut-health rather than simply diet foods.
We can see this through the #girldinner trend that is taking over TikTok, still. Whilst us Brits’ might see this as a traditional ‘picky tea’ it is still taking the internet by storm. The creator of this trend – Tiffany Elizabeth puts together colourful and healthy dinner plates complete with protein, vegetables, fruits and finished with mustard and cottage cheese. She explains to her viewers that she chooses this combination as it fits with her healthy lifestyle and chosen diet – staying away from ultra-processed and chemically altered foods.
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The trend has seen other creators copy her set up and try her famous mustard and cottage cheese dip with surprisingly positive feedback. With 6K posts with #girldinner, and 70M views in the last 30 days, this trend isn’t going anywhere.
At the end of July, #healthy was the number one trending food and beverage hashtag on TikTok showing that people are still taking their healthy eating seriously despite it being near to the end of summer.
To find out more about what is trending right now in food and beverage and how you can tap into these trends, get in touch at hello@hatch.group
