From Viral Videos to Supermarket Shelves: TikTok’s Impact on Food Retail and Private Label Products
TikTok trends have become a powerful driver in the food market, significantly impacting consumer behaviour and reshaping how private label products are developed and marketed - especially among Gen Z and younger shoppers. 85% of Gen Z participants in a Rubix Foods survey stated that social media influences their purchasing decisions, with 77% using TikTok for product discovery. 41% of Gen Z are more likely to give feedback to influencers rather than brands, highlighting the importance of creator partnerships.
Influence on the Food Market
TikTok’s algorithmic feed rapidly transforms viral content into real-time product demand, making it a major force in food retail. Supermarkets now monitor TikTok trends using AI and collaborate with influencers to adapt their shelves, introducing new flavours, products, and even private label lines inspired by social media content. For instance, UK supermarkets have cited TikTok as a key driver for launching and restocking trending food and beverage items such as matcha, exotic snacks, and viral recipe-inspired foods.
Private Label Sector Trends
Retailers and brands are increasingly developing private label products in response to TikTok food crazes. Collaborations with TikTok creators result in exclusive launches - mini pancake cereal from Belgian Boys, for example, was developed specifically due to TikTok’s popularity and introduced directly to major retailers. Such products allow retailers to satisfy new consumer cravings quickly, differentiate their offerings, and capture impulse purchases driven by viral trends.
Propitious peach ice cream is another example of a highly viral product on TikTok in 2025. It is rapidly becoming a sought-after treat at Asian supermarkets and specialty retailers in the US, UK, and other countries. Propitious peach ice cream bars regularly sell out at retailers such as H-Mart and 99 Ranch Market, according to TikTok reviews and retailer social media posts. Prices range from $7 to $16 per box, depending on location; their popularity has led to frequent restocks and limited-time offerings throughout 2025. This trend has boosted foot traffic at Asian grocery chains and increased sales of imported ice cream brands and fruit novelties, both in-store and online.
Retailer Response
Private label development cycles have shortened as retailers rush to capitalise on fleeting viral moments, improve supply chain agility, and partner with influencers for authentic product promotions. These trends have led to increased innovation, supply chain challenges, and a more dynamic, consumer-driven food marketplace. To meet the fast-paced demands of TikTok-driven food trends, supermarkets can leverage Kwayga AI-powered platform to quickly and cost-effectively connect with suitable producers of trendy food and beverage products, enabling them to bring innovative private label products to market faster and more efficiently.