Shoppers are Scrolling TikTok for Grocery Inspo

Jul 07, 2022

Nowadays, shoppers have been changing up their routine to adapt to the digital world. The grocery industry has noticed more excitement online due to the engaging content on TikTok. The app has inspired users to learn new skills, including how to cook. Since the Covid-19 pandemic, consumers have spent more time scrolling through TikTok and discovering new recipes. Reaching these consumers on TikTok has never been easier, whether it be content creators sharing recipes that influence at-home cooking or users trying trends and sharing their own, a never ending channel of ideas is easily accessible. Therefore, scrolling through TikTok when you’re making the grocery list can be very useful.


Staying Up to Date with the Trends


The trends on TikTok are pushing purchase intentions for products like balsamic glaze and

seltzer water. The two make a unique concoction that went viral as users claimed it is a healthy

substitute for Diet Coke, despite the taste. No matter how strange these recipes may seem, they

spark conversation about certain brands and products both on and offline. TikTok gives creators

a chance to share their favorite go-to recipes. For example, Emily Mariko posted a salmon rice bowl recipe which requires specific Japanese Mayo that consumers are more inclined to purchase than other alternatives. Her video quickly went viral with over 81 million views. Whether it’s a trending beverage or a salmon rice bowl, the ingredients for these recipes have spiked in

demand.


So how can grocery stores take advantage of these trends? Supermarkets, Walmart and Kroger

have been utilizing TikTok to promote their items. Showcasing celebrities or chef personnel on

their pages generates a greater connection to shoppers. Walmart usually promotes name brands, however has made an exception to feature Kris Jenner shopping her own cleaning products brand, Safely, which is exclusively sold at Walmart. Kroger engages with their 500K followers in recipe videos that are fun and simple. This gives not only the products, but the store a chance to increase awareness as well.


TikTok creators are eager to share their favorite foods from Trader Joes, which is known for

carrying unique private label products. The most popular content is featured on the must have

Trader Joe items list. This is where people post their favorite items and even vlog their grocery shopping experience. Even some Trader Joe’s employees share their favorites and new summer

snacks. Ultimately, TikTok has become a hub for all Trader Joe's essentials.

The Power of Influence


With all the resources on social media, it is easy to quickly research a recipe or get inspired by

watching other creators’ grocery hauls. TikTok can serve shoppers at all stages of their grocery

shopping experience. Getting influenced by social media is now a normal part of shopping, no

matter what it is you’re shopping for. Studies show that 76% of shoppers find what they are

looking for on social media. Therefore, it is essential for brands and retailers in the grocery

industry to maximize their presence on social media platforms, especially TikTok. Connecting


with consumers on TikTok has never been easier through its high engagement and a user’s

ability to get creative. The digital world is filled with ways to stay in touch with what is trending.

So how will retailers react to the next upcoming trend? That’s just some food for thought.

Having trouble navigating through TikTok and don’t know where to start? SparkShoppe can help get your business started on any digital space, no matter what the industry. Contact the

SparkShoppe team today to learn more!

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