Spate x Express Checkout: Weekly Data Dive

Welcome back to our new weekly series, where we dive into the latest trends taking TikTok by storm starting with food & beverage, brought to you by Spate and Express Checkout.

The goal here is to arm founders and marketers with opportunities to grow. By providing insights into market trends and consumer behavior you can make more informed decisions that drive growth and competitive advantage.

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

Top growing TikTok trends across F&B:

This week's TikTok food & bev trends focus on those that have shown significant growth since last week and have medium to high views relative to other TikTok trends. At the top of the list, we have the humble and mighty chicken cutlet sandwich. This week's top video for this trend is a man showing the lunch his wife made for him, featuring the sandwich. This content genre is an excellent reminder to brands that foods don't have to be fancy or colorful to take off. The real power lies in organic engagement, which can truly enhance a trend. Creator @heathercoxzz has multiple "breakfast for my kids" and "husband's lunch reveal" videos with seemingly few/no paid engagements. Something about mundane content like this is both soothing and enticing, and perhaps the lack of #ad or #partneroflunchmeatcompany makes it so. 

Rounding out the trends for the week, there are few discernible themes overall. Blue Java Banana is another exotic fruit trend that is getting a boost from its visuals on TikTok. Express Checkout has covered the Green Banana Buffing Bar launch from Soft Services. It begs the Q, is there room for a blue option to join the lineup? This chicken parmesan pasta video from @stealth_health_life has over 1 million views and boasts 54g of protein per serving. 10/10 would try. Chicken fried steak gets views as sorority chef @oldscoolkevmo's video sees renewed interest as he makes brunch for the girlies.

Top growing TikTok brands across F&B

Seeing Trader Joe's at the top of a high-growth brands list is unsurprising, especially as the seasons change, given the chain's affinity for a viral seasonal product. Digging into what's driving the latest interest for TJ's, we see @traderjoestalia's video from just a week ago, where she highlights products that are back at Trader Joe's (Mango Mochi, Mango Black Tea) alongside products that are new and newly flavored (Peaches + Cream Cream Cheese Spread, Passion Fruit Granola).

@traderjoestalia

New and Returning Products from Trader Joe’s! #traderjoes #traderjoesfoodreviews #traderjoeshaul #traderjoesmusthaves #traderjoescookbook ... See more

Notably, passionfruit on Google Search is up +14.8% since last year, a broader trend extending beyond TikTok. Busch Light also has a seasonal moment as distributor @doll_distributing restocks their summer peach flavor. This serves as a good reminder that B2B F&B companies can have their TikTok moment, too. 

Blue Bunny Twist pints took off last week, especially among young and family-oriented creators. They have been hosting tastings around spots like Great Wolf Lodge. Funyuns gets an unexpected boost by a somm who has a #WineSnackWednesday series and features the onion-y snack alongside Orange Wine, saying, "the onion flavor does pretty well with the citrusy notes in here…the tannins from the skin contact help balance out the onion flavor." This is a fun high-low pairing to elevate an unsuspecting bodega favorite. 

📈 Strong, Consistent Growth & High Convergence

The Spanish Latte

With 86.3K average weekly views and 5.6K average monthly searches on Google, this trend has relatively low awareness on both platforms. However, it’s what Spate calls a “high convergence” trend.

This means its positive growth trajectory — 705.4% growth in views since last year — is reflected on Google Search as well where it’s seen +27.4% growth in searches in the same period. Its simultaneous growth across Google and TikTok shows this trend is not just about entertainment, but, more importantly, consumers want to experience it IRL.The Google Search time series shown below is also reflective of what Spate calls a sustained trend, indicative of a healthy and positive trajectory that bodes well for the future of a trend.

• This trend has no paid views. On search, it only has 110 branded searches, all associated with Starbucks. However, the drink isn’t available on US menus, and it seems that it launched at Starbucks in Kuwait? Interesting, but more so than anything this is a CTA for coffee shops and brands to keep an eye on this one. 

  

• @alexhomebarista has this week’s top videos, showing viewers how to DIY the latte with espresso and condensed milk. This isn’t paid content for Borden, but we spy their condensed milk pouch. There’s an apparent opportunity for dairy and non-dairy brands here as well.

@alexhomebarista

One of the greatest ingredients to put in coffee. What’s your current drink obsession? Drop a comment and I’ll make it! Also get 45% off... See more

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.

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.