Spate x Express Checkout: Exploring the Latest TikTok Trends in Food & Beverage

Welcome back to our weekly exploration of the latest food and beverage trends taking TikTok by storm, brought to you by Spate and Express Checkout. This week, we're diving into a fascinating mix of international and regional dishes that are captivating TikTok users and showcasing diverse culinary traditions.

In our top growing trends, we have Rocky Mountain Oysters, a unique American delicacy, and memelas, a popular street food from Oaxaca, Mexico. We also see a twist on traditional Korean fluffy eggs and a nostalgic nod to Red Lobster’s famous Cheddar Biscuits.

On the brand side, beverages are making a significant impact. Harmless Harvest's coconut water and Estrella Jalisco beer are gaining traction, while Kodiak's breakfast muffins and Dole Whip ice cream continue to delight audiences. We'll also look at On The Rocks Cocktails, which are stirring up mixed reviews but generating plenty of buzz.

Lastly, we'll explore the strong and consistent growth of halloumi cheese. With its versatile culinary applications and rising popularity, halloumi is becoming a favorite among food enthusiasts seeking new and exciting flavors.

Join us as we delve into these trending foods and beverages, uncovering the stories and tastes that are shaping the current TikTok food scene.

4o

(and don’t forget to follow me and Spate on TikTok!)

Top growing TikTok trends across F&B:

This week’s trend list is full of international and regional dishes. Rocky Mountain Oysters are bull testicles, considered a delicacy in some areas of the U.S. Creator @sooziethefoodie shares a favorite way to prepare theirs with seasoning and a smoker. Suzy slices them and serves them with jalapeño relish to finish. Memelas take us south of the US border to Oaxaca, Mexico. These are fried or toasted corn dough cakes, or masa, topped with fresh ingredients from meat to eggs to veggies. Creator @delranchotiktok shares one of the most famous memelas stands in the city of Oaxaca, Memelas Doñe Vale. 

Fluffy eggs, a traditional Korean dish, are given a delicious twist by @annie.marina with a cheesy version topped with chives. And who can resist the allure of Cheddar Biscuits, the final item on this week’s list? Paying homage to the classic American chain, Red Lobster, @1hourlunchbreak reviews the Ultimate Feast option, indulging in steak, lobster, shrimp, and of course, the cult classic Cheddar Biscuits. The verdict? The meal is better than expected, earning a solid 8.4 out of 10. With new in-car food reviews popping up all over TikTok, there could be an opportunity here for brands to facilitate easier in-car dining with clever packaging or merch a la Saucemoto.

Top growing TikTok brands across F&B

This week is bev-heavy on the brands side. Getting the outliers out of the way first, Kodiak is gaining traction for its partnership with @jefeharris. The creator makes blueberry pecan breakfast muffins. The end product looks pretty tasty, and Jeffrey dips them into maple syrup when eating. Clever sound effects and editing keep viewers engaged as well. Dole is capturing attention with mentions of Dole Whip. Prior to 2023, this frozen dessert was primarily served at Disney theme parks. Now, it’s available nationwide at various retailers. Creator @jaroflemons demonstrates how to make a dupe at home in part four of a series where she features healthy ice cream recipes. 

As for the beverage brands, Harmless Harvest leads the non-alcoholic charge. @imjustwasim is a creator with many buy-this-not-that videos and videos that reveal the ingredients in various fast food and convenience store options. Wasim’s take is that Harmless Harvest — and its other refrigerated coconut water contemporaries — are better than the shelf-stable options as they contain fewer ingredients that would make them shelf-stable.

@imjustwasim

🥥🌿 Choose Wisely, Sip Smartly! 🌴💦 When it comes to coconut water, go ORGANIC! 🌱✨ Say NO to shelf-stable imposters with added gums and pres... See more

On the boozy side, Estrella Jalisco, a popular Mexican beer — not to be confused with Estrella Galicia of Spanish origin — is shown in a popular video by creator @lizethebanda, which says more about the effects of drinking than Estrella itself. Rounding out brands, @eny_capo reviews On The Rocks Cocktails, which are pre-made cocktails, occasionally made with brand-name liquors. In the final review of the Mai Tai and Blue Hawaiian, the creator gives them a 0/10 and 5/10, respectively, despite having loved The Cosmopolitan and The Strawberry Daquiri from the brand.

Personally, I don’t like the OTR cocktails. I found they they’re mixed poorly. There are so many other brands like TipTop and Phreshly that I would reach for before one of their cocktails.

📈 Strong, Consistent Growth & High Convergence

Halloumi, a delicious semi-hard, unripened cheese, is experiencing notable US consumer interest growth. Averaging 155.4K searches per month on Google, halloumi has seen a +5.9% growth in searches since last year. This volume of searches indicates a very high level of consumer awareness. 

On TikTok, halloumi garners an average of 347.8K views each week. Although consumer awareness is classified as medium on this platform, +47.8% growth since last quarter highlights a rising interest in halloumi.

This trend is noteworthy for food and beverage experts as it signals shifting consumer preferences towards versatile cheese options. Halloumi's popularity can be attributed to distinctive characteristics, like its high melting point, which makes it suitable for grilling and frying. As consumers increasingly seek out new culinary experiences, halloumi's adaptability in various dishes, from salads to sandwiches, enhances its appeal.The growing interest in halloumi suggests potential menu innovation and product development opportunities. Incorporating halloumi into offerings could attract consumers looking for novel  options. 

About our data provider, Spate

Spate analyzes pre-sales data from Google Search and TikTok to capture consumer trend awareness and purchase intent, as well as shifts in consumer behavior at both macro and micro levels. They reveal emerging consumer preferences and unmet needs that are not yet reflected in sales data. Insights like these, and many more, across the food & beverage, beauty, personal care, and health & wellness spaces are all available in the Spate dashboard.

About me, Express Checkout

Express Checkout is a newsletter by Nate Rosen that dives into the world of commerce - covering CPG, retail, eCommerce, supply chain, and fundraising . It offers analyses, trend predictions, and discussions on product launches, marketing strategies, and consumer behavior. With interviews, case studies, and data insights, it’s a go-to resource for staying informed and ahead in the industry.