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Hatch Communications
Hatch Communications

Thought Leadership

What’s going on in the world of Food and Bev TikTok? 

by Becky Heath

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TikTok originally known for users sharing short videos, typically anything from funny skits, or dance sync videos, has since evolved, making it a top search engine to find both educational videos and recommendations too. 

Food and drinks are always a hot topic on TikTok, whether it be recommendations, need-to-trys or delicious recipes for you to follow. Here’s some key trends we’ve seen over the last few months that the TikTok generation are loving at the moment. 

In our Wholesome Girl Era

Say goodbye to the days of binge drinking and staying out til the early morning, and say hello to our everyday ‘wholesome’ activities. If it’s suggesting good health and moral well-being, Gen Z are here for it. 

It’s no surprise this has been seen to influence our food choices. Taking TikTok into spring, we’re seeing a whole lot more picnics in the park, and home cooking efforts from the younger generation as they share their aesthetic table set ups and picnic blankets with the world. Whilst this is great for our health and pinterest feeds, we expect to see an impact on the fast food chain intake and decline in restaurant bookings as we pull back on spending and take our greatest creations outdoors. 

Starting from Scratch

Influencer Nara Smith found fame on the platform thanks to her cooking videos where she makes everything entirely from scratch, including the food essentials like butter and cheese!  

Taking TikTok by storm, she often takes her craving requests from her family, inspiring her to bake not only bread but dupes of cereals, lasagna from scratch and even bubblegum. Whilst the process takes hours, the short snippet videos include the entire process from start to finish, including sampling the goods. 

@naraazizasmith

couldn’t stop craving this🫶🏽 #homecooking #lasagne #comfortfood #fypシ #mealideas #recipes

♬ original sound – Nara Smith

As well as being acknowledged for her incredible cooking skills, she’s inspiring her audience to start both cooking and baking at home as well as educating people on exactly what goes into your traditional store bought food. 

The Vitamin Boost

How many vitamins do you take in a day? There’s no real answer to this, as it truly depends on each individual but recently Vitamins have become a real TikTok Trend. 

Ever heard of Lion’s Mane mushrooms? Named after its similar appearance to the king of the jungle, it contains vitamins known for potentially benefiting neurodegenerative diseases and managing nerve injuries due to its antioxidant and anti-inflammatory properties. However, more research is needed through clinical trials to fully support this. That’s not stopped catching the eye of the wellness TikTok community. 

Instead of the usual capsule form, people have started looking at how to incorporate the pure ingredients into their foods, which started the whole new craze of Lion’s Mane Steaks

Drink your Greens

With the expected closure of clubs due to Gen Z choosing cleaner lifestylers, booze trends are dropping, now we’re focusing on gut health, strength and general wellbeing which means brands like Rheal, Free Soul and Shreddy are fighting for our attention and making our Daily Greens Drink part of our ‘get ready with me’ routines. 

The demand for the greens has even seen Rheal become one of the fastest growing superfood brands in the UK, and the second fastest Food & Bev brand in the UK. To complement the growth of the brand, they really honed in on their TikTok strategy and continue to use influencers and TikTok shop to grow their audiences. 

With over 20 natural and nutrient-dense greens, nutritious superfoods and the promise to reduce your morning bloat, it’s a wellness girls dream. It’s captured the likes of fitness influencers to your lifestyle influencers, these greens are becoming everyone’s favourite start to the morning.

If you don’t like matcha..  You’re just making it wrong.

The clean girl aesthetic has embraced the rise of matcha, another vibrant green drink flooding the market and inspiring the TikTok Community to recreate a Strawberry Matcha recipe or simply mastering the art of the perfect matcha tea.

@thecarolinalifestyle

the tricks for a perfect matcha latte #matcha #matchalatte #matchatips #matchatea

♬ original sound – Carolina Salazar

While iced coffee used to be the go-to spring favourite, matcha tea is now filling our feeds. Whether it’s a recent purchase or a new recipe, it seems we’re all gravitating toward a different morning brew that offers the benefits of a caffeine boost without the side effects or afternoon crash.

Starbucks was listening to the match loving community and recently added a Strawberry Matcha Tea Latte to their Spring Menu, but this hasn’t stopped TikTok from recreating the recipe on their own to make a more budget friendly version. 

Staying on top of the latest TikTok news and activities is Interested in keeping your content fresh, engaging and staying up to date with the latest trends on TikTok and reaching your target audience? Email hello@hatch.group to explore how we can help improve your TikTok strategy.

TikTok originally known for users sharing short videos, typically anything from funny skits, or dance sync videos, has since evolved, making it a top search engine to find both educational videos and recommendations too. 

Food and drinks are always a hot topic on TikTok, whether it be recommendations, need-to-trys or delicious recipes for you to follow. Here’s some key trends we’ve seen over the last few months that the TikTok generation are loving at the moment. 

In our Wholesome Girl Era

Say goodbye to the days of binge drinking and staying out til the early morning, and say hello to our everyday ‘wholesome’ activities. If it’s suggesting good health and moral well-being, Gen Z are here for it. 

It’s no surprise this has been seen to influence our food choices. Taking TikTok into spring, we’re seeing a whole lot more picnics in the park, and home cooking efforts from the younger generation as they share their aesthetic table set ups and picnic blankets with the world. Whilst this is great for our health and pinterest feeds, we expect to see an impact on the fast food chain intake and decline in restaurant bookings as we pull back on spending and take our greatest creations outdoors. 

Starting from Scratch

Influencer Nara Smith found fame on the platform thanks to her cooking videos where she makes everything entirely from scratch, including the food essentials like butter and cheese!  

Taking TikTok by storm, she often takes her craving requests from her family, inspiring her to bake not only bread but dupes of cereals, lasagna from scratch and even bubblegum. Whilst the process takes hours, the short snippet videos include the entire process from start to finish, including sampling the goods. 

@naraazizasmith

couldn’t stop craving this🫶🏽 #homecooking #lasagne #comfortfood #fypシ #mealideas #recipes

♬ original sound – Nara Smith

As well as being acknowledged for her incredible cooking skills, she’s inspiring her audience to start both cooking and baking at home as well as educating people on exactly what goes into your traditional store bought food. 

The Vitamin Boost

How many vitamins do you take in a day? There’s no real answer to this, as it truly depends on each individual but recently Vitamins have become a real TikTok Trend. 

Ever heard of Lion’s Mane mushrooms? Named after its similar appearance to the king of the jungle, it contains vitamins known for potentially benefiting neurodegenerative diseases and managing nerve injuries due to its antioxidant and anti-inflammatory properties. However, more research is needed through clinical trials to fully support this. That’s not stopped catching the eye of the wellness TikTok community. 

Instead of the usual capsule form, people have started looking at how to incorporate the pure ingredients into their foods, which started the whole new craze of Lion’s Mane Steaks

Drink your Greens

With the expected closure of clubs due to Gen Z choosing cleaner lifestylers, booze trends are dropping, now we’re focusing on gut health, strength and general wellbeing which means brands like Rheal, Free Soul and Shreddy are fighting for our attention and making our Daily Greens Drink part of our ‘get ready with me’ routines. 

The demand for the greens has even seen Rheal become one of the fastest growing superfood brands in the UK, and the second fastest Food & Bev brand in the UK. To complement the growth of the brand, they really honed in on their TikTok strategy and continue to use influencers and TikTok shop to grow their audiences. 

With over 20 natural and nutrient-dense greens, nutritious superfoods and the promise to reduce your morning bloat, it’s a wellness girls dream. It’s captured the likes of fitness influencers to your lifestyle influencers, these greens are becoming everyone’s favourite start to the morning.

If you don’t like matcha..  You’re just making it wrong.

The clean girl aesthetic has embraced the rise of matcha, another vibrant green drink flooding the market and inspiring the TikTok Community to recreate a Strawberry Matcha recipe or simply mastering the art of the perfect matcha tea.

@thecarolinalifestyle

the tricks for a perfect matcha latte #matcha #matchalatte #matchatips #matchatea

♬ original sound – Carolina Salazar

While iced coffee used to be the go-to spring favourite, matcha tea is now filling our feeds. Whether it’s a recent purchase or a new recipe, it seems we’re all gravitating toward a different morning brew that offers the benefits of a caffeine boost without the side effects or afternoon crash.

Starbucks was listening to the match loving community and recently added a Strawberry Matcha Tea Latte to their Spring Menu, but this hasn’t stopped TikTok from recreating the recipe on their own to make a more budget friendly version. 

Staying on top of the latest TikTok news and activities is Interested in keeping your content fresh, engaging and staying up to date with the latest trends on TikTok and reaching your target audience? Email hello@hatch.group to explore how we can help improve your TikTok strategy.

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Sign up to our newsletter

Send us your email address and we’ll keep you updated with all things good from us at Hatch