Grocery Content on TikTok is Trending

As a powerful marketing tool for businesses across industries, including grocery retailers, the TikTok’s short form engaging videos appeal especially to younger audiences, providing a big opportunity for retailers to promote their stores and private labels. Young consumers increasingly discover food trends on TikTok.

The statistics are compelling. 49% of users of the platform say that they have taken action after seeing a supermarket content on TikTok, 36% followed the new recipe, 30% visited a supermarket in person, and 24 percent went on to buy a product from the supermarket.

Supermarkets have adapted to the platform’s unique style. Instead of polished conventional ads, retailers post engaging content like food hacks, recipe ideas, or quirky behind the scenes moments. Many retailers have their own account on the platform to build brand identity. Some even create additional accounts for their private labels.
That’s what Rossman did for its popular Isana brand. To amplify engagement, Rossman invited candidates to create TikTok videos as part of their application process to become the face of the channel. Tik Tok’s reach and creativity make it an ideal tool for recruitment. Tesco used platform to recruit the new voice of the checkouts, that is the voice that says Club Card accepted and customers scanned their card. The retailer received 3000 entries via TikTok campaign achieved 42 million views and the company saw a 7% increase in Club Card use.

The channel is a perfect way to showcase new culinary ideas to the community. Sometimes these recipes go viral, as was the case this year with a simple cucumber salad video. It got more than 50 million views, creating such a surge in demand that some supermarkets ran out of cucumbers or their watermelon sandwich recipe with slices of watermelon instead of bread. The video captured millions of views and drove significant food traffic to stores. Products with unusual mixes of ingredients can suddenly become a hit, as was the case with Walgreens. The retailer experienced a 7 times sales increase for its nice gummy mango peelable candy after an influencer’s post went viral. Similarly, Lynch Dubai Pistachio Chocolate Bar became a TikTok sensation, inspiring Lidl to launch its own version under its deluxe brand.

According to experts, supermarkets that aren’t making use of TikTok are missing out on a massive opportunity to connect with an audience that’s highly engaged and ready to act. The key to success on TikTok is understanding the platform’s unwritten rule. It’s not about selling, it’s about entertaining.

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