A trending snack is no longer just a moment; it’s a marketing force rewriting the rules of grocery shopping. In a previous article, I explored how Instagram and TikTok are shaping the shopping experience for Gen Z and Millennials, but what happens in between the scroll and the shopping trip? Let’s dive deeper into how social media is impacting brand preferences, grocery budgets and even store loyalty among these shoppers.

To understand the influence of these food trends, we surveyed 75 shoppers on how they discover, shop for and spend on trending food and drink items. The findings reveal a shift in how the younger generations engage with grocery shopping in a digital-first, trend-driven world. Here’s what we uncovered.

Trends > Brand Name: Shoppers Prioritize the Trend, Not the Label

When a food trend heats up, brand loyalty isn’t a priority. In our survey, more than 70% of respondents said they prioritize the product that best fits the trend, even if it means buying a different brand name than they typically purchase. More than 80% of respondents said they are willing to visit other stores to find a trending item when it's not available at their regular grocery stop.

“I tend to grab the brand and products that influencers feature in their posts.” - Gen Z, Female 

Budgets Bend for the Trend

While price is still a factor, it doesn’t always win. Nearly fifty-five percent of shoppers are willing to splurge to try a trending item, and that number is even higher among Gen Z and Millennials. This doesn’t mean price stops mattering, but it’s justified by the value participating in a social moment brings.

“I shop as needed but will buy on impulse if it’s a food-related health trend I want to try.” - Gen Z, Male

Trends Accelerate Action

Trends move fast, and so do people. Nearly half of the respondents act on a trend within a week of seeing it online. For some, it's same-day. Younger grocery shoppers aren’t just reacting quickly – they’re documenting the experience. Even shoppers who describe themselves as planners admit to making impulse buys when trends strike. Over two-thirds of Gen Z and Millennials said they post about the trends they try, making them both the audience and the amplifier. 

“I like to be early to try things, but a lot of factors go into whether or not I post about them, primarily whether I can see a value for my audience.” - Gen X, Female

The takeaway? These younger consumers aren’t just following food trends — they’re reshaping the grocery landscape around them.

IRL: The Sweet Treat That Broke the Internet (and Sold Out Everywhere)

What started as a single TikTok video in December 2023 became a global shopping frenzy. When influencer Maria Vehera shared a clip featuring a chocolate-covered bar from Dubai-based Fix Dessert Chocolatier, the internet took notice. The video quickly went viral, sparking over 100 million views and more than 30,000 orders for the business.

In Ireland, a small candy shop called Sugar Plum Sweetery jumped on the trend by creating its own version. According to co-owner David Quirke, the spike in demand was instant and overwhelming:

“We could barely keep up. Before Christmas, we had 10 staff—now we’re at 30 and hiring 10 more. It just went absolutely bonkers.”

As of today, #dubaichocolate has over 617,000 TikTok posts, and the product continues to influence sweet-tooth shoppers and specialty retailers alike.

Why it matters:

This wasn’t a brand launch, a seasonal promo or a celebrity endorsement—it was a viral moment turned into real-world sellouts, staff increases, and international product demand. For food and beverage brands, it’s proof that cultural timing can matter more than ad spend.

What Does This Mean for Marketers?

The data tells a clear story: trends are a primary driver of consumer behavior. For brands and grocers alike, this means:

• Anticipate the trend: Monitor social signals before they break big. Use digital listening to inform real-time creative and stock strategies. 
• Move at the speed of social: Launch messaging and promotions that respond to trends within days – not weeks
• Design for shareability: Think beyond taste and make the packaging, displays and messaging postable – make the experience visual.

Whether you’re a grocery brand, a retailer or just someone who’s ever hunted down a weird snack from TikTok, one thing is clear: food culture has changed, and it will continue to evolve. At Gatesman, we track the trending categories, keywords, products and behavior so brands can act before the moment peaks. Whether it’s a frozen snack lighting up social feeds or a plant-based product gaining traction, we help turn early signals into smart strategy, sales and shareable moments.

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