TikTok is revolutionising how supermarkets connect with Gen Z shoppers.
- Supermarkets are increasingly leveraging TikTok to tap into viral food trends.
- Innovative food content on TikTok is becoming a strategic norm for retailers.
- Notable supermarkets are seeing tangible sales boosts from TikTok-engaged audiences.
- The influence of TikTok is reshaping shopping experiences and food culture in the UK.
TikTok has long been a hub for discovering food trends. Platforms like this have propelled items such as mochi ice cream and whipped coffee into mainstream popularity. Supermarkets have recognised TikTok’s potential, with 49% of users reportedly taking action after viewing grocery content on the app.
Sonia Gleeson, TikTok UK’s head of multicategory retail sales, advocates for supermarkets embracing experimentation, especially in producing viral food content. A standout example was the cucumber salad trend, which garnered millions of views. Consequently, supermarkets in the UK, such as Morrisons and Aldi, capitalised on this trend to enhance their engagement and visibility among consumers.
M&S has effectively utilised TikTok to spotlight its products, leading to several items gaining viral status. Their approach emphasises a playful yet indulgent image, capturing TikTok’s ability to amplify the novelty and exclusivity of food items, which resonates well with consumers.
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Kate Hardcastle MBE, a consumer expert, underscores TikTok’s pivotal role as a marketing cornerstone. She asserts that authenticity in content, focusing on relatable and genuine user experiences over traditional advertisements, is paramount for success on this platform, creating a direct connection with audiences.
Various supermarkets, including Tesco and Aldi, have witnessed notable audience growth on TikTok. Through relatable and entertaining content, these retailers successfully merge current trends and humour to captivate audiences. For instance, Tesco interweaves trending themes like healthy eating into its in-store setup, while Aldi uses known characters and skits to strengthen its brand’s appeal.
Asda recognises TikTok’s integral role in connecting with its customer base. By adopting creative and interactive content that includes budget-friendly recipes and trendy product showcases, they maintain relevance amongst younger shoppers.
Kate Hardcastle suggests supermarkets should integrate TikTok-inspired features into physical stores, like Tesco’s protein yoghurt promotion. This strategy not only meets the online trends but also aligns them with in-store offerings, thereby creating seamless transitions between digital engagements and physical shopping experiences.
Looking ahead, TikTok’s influence is expected to expand further, with growth in niche food trends such as Filipino cuisine and innovative meal prepping techniques. This platform continues to present substantial opportunities for supermarkets aiming to attract and retain their Gen Z consumers.
TikTok’s impact on supermarket marketing is pivotal, revolutionising how retailers engage with younger consumers by integrating digital trends into real-world shopping experiences.
