The Youth Lab

Social media has evolved from a space for viral videos and online trends to a driving force behind real-world consumer behaviour. Nowhere is this more evident than in food, where digital influence is reshaping what we eat, how we shop, and even what lands on supermarket shelves. In this edition of 52INSIGHTS, we’re diving into how TikTok is transforming the food industry, turning fleeting digital moments into real-world consumer habits.

TikTok Made Me Eat It: How Social Media Is Rewriting the Menu

What’s trending online today is shaping business decisions tomorrow. Food brands, supermarkets, and restaurants aren’t just watching viral trends—they’re acting on them. Whether it’s rethinking product lines, adapting menus, or crafting content that taps into food-obsessed audiences, businesses are using social media to take the pulse of what people want right now.

“Online food trends shape how people eat, drink, and engage with brands. When a flavour or recipe takes off on social, we see it directly influence our content. Our vodka pizza sauce asset tapped into the crossover of food and spirits culture, while the flirtini cocktail trend let us reimagine a classic in a way that felt fresh and social-first.” - Andy Dunphy, Senior Brand Manager - Absolut & TAC Brands

The Sweet Treat That Broke the Internet (and Sold Out Everywhere)

One of the strongest examples of online food trends shaping real-world demand? ‘Dubai chocolate’—a sweet treat that has exploded in popularity, amassing over 219,400 posts on TikTok and sending food lovers on a worldwide hunt to try it. It kicked off in December 2023, when TikTok influencer Maria Vehera shared a video of the chocolate bar, originally created by Dubai-based company Fix Dessert Chocolatier. The clip went viral, generating 30,000+ orders for the business and over 100 million video views in a year. In Ireland, Mullingar-based Sugar Plum Sweetery jumped on the trend, creating its own version and tripling its staff to meet demand.

“We could barely keep up. Before Christmas, we had 10 staff—now we’re at 30 and hiring 10 more. It just went absolutely bonkers.” - David Quirke, co-owner of Sugar Plum Sweetery

Açai to That! Ireland's Superfood Obsession

Another food trend making its mark in Ireland? Açai bowls—a health-foodie favourite that’s equal parts nutritious and photogenic. With #acai racking up 4.2 billion views on TikTok, the trend has moved beyond the screen and straight onto menus. Google searches for açai in Ireland hit an all-time high last summer and are climbing again in early 2025, with businesses moving fast to keep up.

Oakberry, the global açai brand, opened its first Irish store in Dublin in 2023, drawing queues down the street for weeks. Now, it’s set to open up to 20 more locations nationwide by the end of 2025. It’s not just big brands capitalising on the trend—independent cafés and restaurants like Roots Health Food and Gaucho’s Dog have also embraced açai, expanding their menus to meet consumer demand. Even supermarkets are getting involved. Dunnes Stores now stocks frozen açai, making it easier for shoppers to recreate the trend at home, while Lidl Ireland has joined in too, promoting its açai products in a viral TikTok announcement—further proof that this social media-driven trend is now a staple in Irish shopping baskets.

The Great Cucumber Takeover: Sending Supermarkets Into a Spin

Even the humble cucumber has had a social media makeover, thanks in part to TikToker Logan Moffitt. His viral cucumber salad recipe took TikTok by storm, amassing over 21 million views and inspiring food lovers worldwide to recreate the dish. In Ireland, major retailers quickly felt the effects. Tesco Ireland reported cucumbers among their top-selling fresh produce items in 2024, a clear sign of how social media can shape consumer demand overnight. The explosion of interest in cucumbers links to the wider interest in functional foods. As consumers become more health-conscious, functional foods are gaining traction. Captivating their audiences with the health benefits, from fibre for gut health, to water content for skin health and energy levels. With millions of people engaging with food trends online, it’s no longer just about watching viral recipes—it’s about bringing them straight to the dinner table.

Influencer Impact: The New Digital Tastemakers

Social media influencers have long shaped trends in beauty and fashion, but in recent years, many have turned their attention to food. Platforms like TikTok and Instagram have blurred the line between lifestyle content and food culture, with influencers moving beyond fashion and beauty tutorials to share recipes, restaurant visits, and cooking challenges. Irish creators like Miriam Mullins and Charleen Murphy, who first built their followings around fashion content, now regularly post cook-along videos, food reviews, and viral recipe recreations. This shift isn’t accidental—food content drives high engagement, and for influencers, it opens up lucrative opportunities with brands, restaurants, and supermarkets. According to a recent Irish Times report, Revenue has issued more than 450 letters to Irish influencers since 2023, reminding them to declare income from online activities, including brand partnerships, sponsored restaurant visits, and even free meals.

"Some content creators reviewing food in Ireland are earning ‘small fortunes’ just to review a battered sausage," noted accountant Alan Purcell, highlighting how much the industry has evolved.

Trending Today, Sold Out Tomorrow

Online reviews and influencer endorsements can make or break a restaurant, with viral moments often translating directly to real-world demand. In early 2024, Xi’an Street Food in Dublin went from a well-loved local spot to an international talking point—all thanks to a viral influencer moment. James Charles, with over 23 million TikTok followers, visited the restaurant to try their spice bag, filming his reaction as he took a bite and declaring: "Oh wow, that is SO good! You people know how to eat." The clip was enough to drive massive foot traffic to Xi’an, with queues stretching down the street. Soon after, YouTuber Niko Omilana and Love Island’s Jessie Wynter and Will Young followed suit, each filming their own ‘Irish spice bag’ experiences and generating hundreds of thousands of views.

This isn’t just an Irish phenomenon—social media has become a major force in shaping where and what people eat. In the US, food critic Keith Lee’s TikTok reviews have made some restaurants sell out for weeks, while others have struggled after receiving a poor review. His influence is now known as ‘The Keith Lee Effect.’ In Ireland, this trend is shifting how consumers discover food. Instead of relying on traditional restaurant reviews, people turn to TikTok and Instagram to see what’s trending. The impact? A single viral post can turn a menu item into a national obsession—but restaurants must be ready to handle the demand that comes with it.

BRAND TAKEOUTS

Stay Ahead with Social Media Trends

Social media is a driving force in shaping food culture. Irish businesses should actively monitor and engage with emerging online food trends to identify new opportunities. This proactive approach can lead to innovative product offerings and marketing strategies that align with current consumer interests - don’t be afraid of the viral wave!

Safety in Facts

​Ensuring the accuracy of your campaigns is crucial, especially in the food industry where consumers are increasingly discerning. Collaborating with influencers who align with your brand's tone and values can enhance authenticity and credibility. This approach not only resonates with your target audience but also fosters trust and engagement.

THINKHOUSE NEWS

THINKHOUSE at SXSW 2025: Youth-Powered Disruption

This Monday THINKHOUSE, alongside Fuel and Bricolage, will participate in a panel discussion titled "Youth Powered Disruption – Redefining Brand Experiences for a Sustainable Future" at Ireland House during SXSW 2025. The event, hosted by Enterprise Ireland, features speakers Jane McDaid (THINKHOUSE), Johnny Boyle (Fuel), Viv Chambers (Bricolage) and Mark Bambury (Roblox). The panel will explore how youth culture and innovative creativity can drive brand success in today's sustainability-focused landscape.