Some traits have been a gradual burn whereas others have exploded and extinguished, however all have had an affect on retail gross sales – even inflicting international shortages, within the case of matcha – as their attraction interprets to a world past the feed.
The pace at which these traits take maintain – TikTok says its content material has a shelf-life of 90 days – makes it powerful for the FMCG market leaders, with a typical product improvement cycle of 18 months, to get in on the act.
Whereas large large foods and drinks manufacturers led the best way in new product improvement (NPD) within the early noughties (Coke Lemon – Coca Cola’s radical NPD first launched in 2001, and Doritos Chilli Heatwave – properly forward of the present swicy pattern – are examples) can the identical be mentioned at present?
Sure, there are situations the place massive manufacturers have taken the danger in leaping on viral traits, and it has paid off. Lindt & Sprungli had a Dubai Type Chocolate Bar on cabinets of its shops in Europe, 12 months after influencer Maria Vehera’s video displaying her consuming the Can’t Get Knafeh of It bar by Repair Dessert Chocolatier was broadcast on TikTok. The bar was then listed with retailers in Europe, the US and Canada in 2025.
However others, like Coca-Cola, have been slower to react. The gentle drinks large launched a boba fashion drink – Cappy Bubble – in Turkey final November, following two years of improvement. The launch was far too late to faucet into the thirst for bubble tea, which was mainstream 5 years earlier.
So, in a fast-paced TikTok age, how can large FMCG – so used to setting the agenda up to now – sustain?
Large manufacturers and retailers are consistently monitoring social and being attentive to what’s trending, says Alex Hayes, meals guide at Harris & Hayes. Some have launched fast-tracked timelines to push merchandise by means of quicker and catch the hype.
Nonetheless, it may nonetheless be of venture.
“It’s essential for manufacturers to work out what’s the distinction between a fad and a pattern, as a result of issues can transfer on so rapidly,” she says, including that the stakes are increased as a result of hefty improvement prices.
“With a view to get that cash again and extra, it’s essential promote numerous it.”
NPD agility is crucial to remain forward
Restrictive guardrails in massive organisations and the excessive improvement prices current limitations for large FMCG that smaller, challenger manufacturers can swerve.
Plant-based model Higher Nature, which gained listings for its tempeh with retailers Rewe in Germany and Tesco within the UK in 2023, got here to market simply in time to leap on the protein pattern. Its advertising – on social media, by means of PR and model partnerships – holds up its tempeh as a viable different to what we understand because the king of protein – rooster.
“Significantly within the UK, we recognised that there was an enormous reliance on rooster, which we think about a so-so protein,” explains Higher Nature CEO Elin Roberts. “We realised that tempeh is a supercharged protein. It not solely comprises the same protein content material to rooster, however fibre and intestine well being advantages too.”
Challenger manufacturers’ agility makes them seem extra revolutionary, however Hayes questions whether or not their success is because of luck, reasonably than technique.
“The place you get the success tales is the place typically one thing’s in existence already, however wants a little bit of a rebrand,” she explains, brandishing Daring Bean Co the jarred beans model based by Amelia Christie-Miller in 2021 and which has since gained listings within the UK and the Netherlands, for instance.
What may be final 12 months for a trend-leading viewers goes to really feel actually recent for others. Take Walkers Sizzling Honey, for instance which is presently leveraging the spicy pattern
Lorna Hawtin, Zeal
Beans have been offered by different manufacturers for years, she notes, however Daring Bean Co with its premium, jarred beans appeared to faucet into the anti-UPF sentiment, protein and fibre traits, in addition to scoring extremely with foodies.
“On the time they launched, individuals on social media had been speaking about consuming 30 crops per week and variety in diets. You had Tim Spector at Zoe speaking about consuming extra beans. Amelia Christie-Miller did a very nice job of it, but in addition the whole lot was on her facet,” she provides.
Daring Bean Co model lead Martha Jensen admits that launch timing for the vary of beans was fortuitous, however stresses it wasn’t as a result of the model needed to not solely capitalise on social media traits, however to “inject pleasure” right into a stagnant class.
“After all, with traits like fibre-maxxing now taking on social media – our timing actually couldn’t have been higher.”
The place do FMCG manufacturers shine on NPD?
This fortunate timing for challenger manufacturers makes Lorna Hawtin, chief technique officer at model activation company Zeal query whether or not FMCG must launch trending NPD to remain related.
Established manufacturers have already got loyal followers who willingly purchase their merchandise. If they’re slightly late to the celebration, or don’t trouble turning up, does it matter?
“The place FMCG manufacturers are available, actually is because the conduit for reaching individuals at scale,” she says, clarifying that not each shopper is religiously scrolling TikTok or Instagram for the most recent meals traits.
“What may be final 12 months for a trend-leading viewers goes to really feel actually recent for others. Take Walkers Sizzling Honey, for instance which is presently leveraging the spicy pattern.”
Moreover, says Hawtin, who has labored with many manufacturers, together with Lucozade and Pringles, there was a shift in what’s deemed to be revolutionary at present. Variants like Coke Lemon or Twix White made headlines as a result of they had been new ideas 20 to 30 years in the past, now these twists on established merchandise are the norm.
At this time, innovation is discovered ‘past flavour’ she says, with FMCG manufacturers capturing the eye of Gen Z buyers by means of collaborations with each meals and non-food manufacturers – Heinz with Richmond Sausages or Absolut Vodka, and sweetness model Sephora and Tabasco, for instance.
Established manufacturers have additionally averted backing the flawed flavour pattern by creating their very own. Thriller flavours, an idea adopted by a variety of manufacturers together with Pringles, Fanta and Cadbury, have generated curiosity.
Final 12 months, Nestlé stumped buyers with its thriller flavour, that regarded suspiciously like it might be pistachio or Dubai Chocolate as a result of its yellowy green-hued wrappers, however – maybe as a flippant rejection of the 12 months’s largest confectionary pattern – turned out to be Pineapple Crème.
These are methods large FMCG manufacturers can stay the leaders in a TikTok age, says Hawtin, not by following the feed, however by trying past it.
“We are saying challenger manufacturers disrupt leaders, however leaders should disrupt themselves. That’s the place they will unlock innovation.”
