In this digital era, the impact of food trends on social media cannot be overstated. Everything from flavors and cooking methods used to make dinner, to the very appliances we have on the kitchen counter are impacted by what we see online. When it comes to discovering emerging food trends, over 80% of consumers surveyed by Hormel Foods* consider social media as their leading source of food information. It’s no surprise to occasionally see a viral video leave shelves bare of the starring ingredient.
With its vast reach and real-time updates, social media is often the first medium to inform consumers about new food trends, particularly among those under the age of 55.
Where do you First See New Food Trends?
* Toluna Start survey United States sample N=210 Primary- or Shared-Responsibility Grocery Shoppers Ages 25-64 Fielded 6/12/23
Other Influences Outside of Social Media
While social media takes the lead in introducing food trends, other reliable sources also play a significant role. Restaurants, cooking shows, and the discovery of new products in grocery stores continue to be trusted avenues for consumers to stay informed about emerging culinary trends. Hormel Foods found that consumers under 55 put more stock into videos on social media about new food trends than their older peers. They are also more likely to try a new food or food trend based on endorsements from a celebrity or influencer. 18-34yo’s are significantly more likely to try a new food based on advertising than are 55+yo consumers
What convinces you to Try a Trend Yourself?
* Toluna Start survey United States sample N=210 Primary- or Shared-Responsibility Grocery Shoppers Ages 25-64 Fielded 6/12/23
The Need for Speed
In a fast-paced world, consumers expect the swift translation of emerging food trends into grocery store products. A staggering 95% of consumers surveyed anticipate seeing products inspired by these trends on the shelves within a year of their inception. This high demand reflects the eagerness of individuals to incorporate the latest culinary innovations into their daily lives, further fueling the rapid evolution of the food industry.
Timing Expectations From Trend to Retailers
- Weeks (44%)
- Days (35%)
- Months (16%)
* Toluna Start survey United States sample N=210 Primary- or Shared-Responsibility Grocery Shoppers Ages 25-64 Fielded 6/12/23
In this digital age, our kitchens have become a vibrant fusion of tradition and innovation, what comes next is only limited by the creativity of content creators around the globe.
