The influence of social media on food and beverage trends

Social media can push food trends to the point of shifting entire markets, while prompting consumers to rush to chase trends due to the fear of missing out (FOMO).

You may have heard of the Dubai chocolate that has recently gained fame. This chocolate features a crisp outer shell and a filling of rich pistachio threads. At some point in 2025, this dessert appeared in abundance on social platforms, with demand surging to a level that caused a global shortage of pistachios.

This phenomenon would be hard to explain without the role of social media—especially TikTok. The popularity of Dubai chocolate originated from a trend that spread on this platform, and once it exploded, almost nothing could stop it from spilling into the real world.

Dubai chocolate is not the first product to gain fame through social media, and it won’t be the last.

TikTok-driven demand: from Dubai chocolate to Greek yogurt

When Greek yogurt unexpectedly disappeared from many supermarket shelves earlier this year, the reason wasn’t a supply-chain disruption—but a stock-out driven by a trend that spread on TikTok. Consumers rushed to the dairy aisle to try the “Japanese-style cheesecake” that was trending on TikTok.

TikTok trends are shaping the food and beverage industry in outsized ways, especially among younger consumers. The app also plays a crucial role in the success of many culinary brands, from the Little Moons ice cream brand to the Japanese restaurant chain Itsu.

Researchers have begun studying TikTok’s influence more deeply to understand how the platform shapes eating habits and drives the spread of culinary trends. So, how strong is the platform’s actual impact on the food industry?

How TikTok shapes food trends

TikTok’s algorithm can tailor the user experience, creating highly personalized recommendation streams. The platform is becoming the cradle of many current trends, with several popular ones starting there.

Trends that spread on social media are often driven by aesthetic appeal—exemplified by Dubai chocolate with a distinctive blue knafeh topping and a crispy texture.

Eye-catching images like these evoke strong emotions, and content with a positive tone tends to spread more widely than negative content.

As a community-based social network, TikTok naturally becomes a “trend engine.” Users want to participate in these trends, and the broad participation helps them spread quickly. Hashtags also amplify reach, connecting users with related content and helping to form growing waves of trends.

Content creators themselves contribute to this process. Especially among younger users, TikTok creators are often perceived as more credible and relatable than traditional media figures, sometimes seen as peers. This dynamic can help create an emotional bond that accelerates trend diffusion.

Market impact and ingredient demand

Regardless of the reason, TikTok’s influence is undeniable. Many businesses have seen sales of certain ingredients rise simply due to the demand generated by these trends.

Outlook: will the influence endure?

TikTok is becoming a formidable force in the food industry. Trends that originate on the platform can move markets. Yet, in the face of calls to boycott the app, the question remains: will this influence endure in the long run?