Social media increasingly has the power to make or break trends, and TikTok – the forum of choice for much of Generation Z to share short videos – is no exception. The company has released the top viral food videos from 2020, which emphasize both innovative sensory experiences as well as familiar favorites.  

This is also in line with Innova Market Insights’ tenth Top Ten Trend of 2021: “Age of the Influencer.” The market researcher emphasizes the increasing role that social media has in driving purchasing decisions. 

According to a 2020 consumer survey, Instagram is one of the top online sources of inspiration for Brazilian consumers purchasing food and beverages, while people in China cite WeChat and Weibo. 

A recurring theme across the TikTok trends is discovery, which also ties in with Innova Market Insights’ eighth trend forecast for 2021: “Product Mashup: When Trends Collide.” 

Unlikely combinations are piquing the interest of consumers looking to stimulate their senses. According to the market researcher, three in five global consumers are interested in trying new sensory experiences, such as aromas, tastes, textures, colors and sensations

Broadening cereal perceptions
With #pancakecereal yielding 1.6 billion views, TikTok has crowned pancake cereal as its biggest food trend for 2020. Users all over the world rushed to make tiny pancakes that could then be swept into a bowl and eaten with a spoon – just like cereal. 

While some people poured milk over their pancake cereal, others opted to coat their flapjacks in butter and maple syrup.

Another popular variation was adding bright colors to the pancake batter, with pink proving to be especially widespread.  

The trend also spawned offshoots, such as tiny cookie and doughnut “cereal” – the latter proving to be TikTok’s fifth food trend for 2020. 

A texture-filled caffeine hit
There have also been a host of coffee-related trends in 2020. Whipped coffee is TikTok’s second biggest food video for 2020, and features an iced coffee beverage being made on top of a generous dollop of whipped cream.

Adjacent to this is dalgona coffee, with the hashtag raking in nearly half a billion views. Originating in South Korea, this drink features whipped instant coffee powder, sugar and hot water, which is then added to milk. 

These light and fluffy textures appeal to consumers who are increasingly cognizant of the role texture plays in their eating experiences.

According to a 2019 Innova Market Insights survey, seven in ten global consumers say that texture gives food and beverages a more interesting experience. This emphasis on texture is especially strong in younger generations, the market researcher notes. 

DIY chocolate steps into the spotlight
Consumers are increasingly interested in wher their food comes from, as evidenced by “Transparency Triumphs,” Innova Market Insights’ Top Trend for 2021.

One way to cut down on the question marks in food safety and quality is to take full control of the supply chain, as seen in the trends around chocolate. 

Industry has been taking steps to improve the sourcing procedures around cocoa beans. However, some particularly intrepid consumers are filling in potential gaps further up the supply chain by making it themselves. 

once TikTokers get their hands on a fresh cacao pod, they then embark on a lengthy process of fermenting, drying and roasting the beans. once broken down into nibs, it must then be conched, mixed with sugar and milk powder if desired, and then tempered. 

People who are interested in a project with quicker returns have also been making their own chocolate-hazelnut spreads, inspired by Nutella. 

Another popular video circulating is of a baker constructing an ice cream cake, filled with indulgent chocolate layers of ice cream, candy, caramel and chocolate sponge. 

Simple pleasures 
While many of the top TikTok food videos revolve around creative new experiences, they also reflect a turn toward comfort, in line with Innova Market Insight’s trend of “Modern Nostalgia.”

This was starkly visible during the initial lockdown in spring, when interest in homemade banana bread spiked significantly. According to Google Trends, there was more than a 280 percent increase in the “banana bread” search term from the first half of March to the second.

Ireland saw the greatest proportion of its consumers googling “banana bread,” followed by Canada, Trinidad & Tobago and Australia. 

Another trend spotlighted by TikTok is “Oddly satisfying for the BBQ lovers.” In this phenomenon, videos show the gentle removal of bones from extremely tender barbecued meat. The easier the release of the bone, the more appealing it is to viewers. 

Industry has also been responding to the growing demand for barbecue, with EHL Ingredients previously reporting an increased interest for BBQ foods from South America, Asia, the Middle East and India. 

However, storytelling and preparation are also central to a successful outdoor grilling experience, according to Moguntia Food Group. It notes that the most popular BBQ trend in 2020 was spice rubs.