Spate x Express Checkout: Weekly Data Dive

Understanding the latest consumer trends (w/ of April 28th)

Author

Nate Rosen
May 16, 2024

Welcome to the first edition of 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.

Each week, we'll be serving up a fresh batch of data-driven insights, highlighting the top F&B trends that captivated TikTok users over the past week, as well as spotlighting the most buzzworthy F&B brands on the app. Whether you're a marketer, a foodie, or just someone who loves staying ahead of the curve, this series is your go-to source for the hottest trends and brands in the ever-evolving world of food and beverage on TikTok.

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

Data week ending April 28th, 2024

The top growing F&B TikTok trends reflect a diverse range of culinary interests among consumers. Japanese cuisine and buldak ramen indicate a growing fascination with international flavors and spicy foods. The popularity of crawfish boil suggests a desire for communal dining experiences and exploration of regional American cuisines. Swedish candy's rise hints at an interest in exotic sweets and global snack culture. Churro cheesecake combines nostalgic comfort foods with innovative twists, showcasing consumers' penchant for creative and indulgent desserts.

Top growing TikTok brands across F&B

Data week ending April 28th, 2024

The top growing F&B brands on TikTok highlight consumers' enduring love for iconic snacks and beverages. Pringles and Cheez-It reflect a preference for convenient, portable snacks with nostalgic appeal. These brands are also doing a good job at utilizing TikTok and UGC content to play to the brand stories; comfortable, classic, and accessible. Coca-Cola's continued popularity suggests a timeless affinity for classic sodas and enduring brand loyalty. HTeaO and Pure Leaf signify a growing interest in beverage options beyond coffee and soda, driven by a desire for refreshing alternatives. 

📈 Fast Growing Trend

Protein Bread 🍞 💪 

The growth in views for Protein Bread on TikTok, as well as its increase in Google searches, highlights the consumer’s growing appetite for protein products. There are 4.7M avg. monthly searches for protein a month in the US, with a growth of +11.7%, and a predicted growth of +12.2% in the next 12 months. The strong, and growing, interest in protein products showcases a massive opportunity for brands. With low to no competition in the protein bread trend space, this consumer driven trend is ripe for innovation. Top TikTok videos for the trend showcase recipes to make protein bread. This is a great opportunity for brands to make sure their products are being placed in recipe videos.

The protein category more broadly….

The protein category is no joke, with acquisitions and brand launches in the space increasing.

Just the other week OWYN was acquired for $280 million in cash by The Simply Good Foods company who own brands like Atkins and Quest Nutrition. Along with this there are constantly brands launching that position themselves as “high in protein.” Look at Smearcase for example.

Smearcase (fun fact, it’s an old name for cottage cheese) is launching a high protein ice cream brand, with cottage cheese as its base.

Then there are a slew of other brands on the market adding and claiming higher levels of protein:

About 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.

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