How online sensations shape flavors and consumer cravings

13/08/2025
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Consumers are always seeking new and exciting tastes, flavors, textures and experiences that ignite joy and offer something novel. What we eat and drink is increasingly shaped by what's trending online. In the food and beverage industry, viral trends are creating new opportunities for innovation and engagement, allowing novel products to explode into the mainstream. This innate consumer curiosity, combined with a pervasive culture of sharing, means that a visually captivating or experientially rich food or drink product can rapidly become a global sensation.

The power of social media and demographic analysis

A strong social media presence is no longer optional. It's a crucial tool for connecting with key demographics, and the influence of social media platforms is particularly pronounced among younger consumers. In the UK, a staggering 99% of 16-34 year-olds use at least one social media platform. Data from Mintel reveals that 29% of Gen Z in the UK are directly influenced by food and beverage brands' social media in their purchasing decisions, while 23% are swayed by social media influencers. Furthermore, 71% of Gen Z have engaged with interesting food/drink brand content and 64% actively follow food/drink brands on social media.

In modern product development, brands that react quickly by adapting existing lines or launching limited-time offers can capitalize on the hype. Products with a strong visual and experiential impact will benefit the most. Their inherent shareability drives both trial and sales, and their visual appeal, amplified across platforms like Instagram and TikTok, allows trends to appeal to wider audiences.

The statistics below underscore the critical importance for brands to actively engage and innovate on social media platforms to capture the attention and loyalty of a younger, highly influential demographic:

viral foods chart

Base: UK: 2,000 internet users aged 16+ (source: Mintel, May 2024)

Dalgona coffee: A case study in viral sensation

A classic example of a viral food trend is dalgona coffee. Originating in Macau, this creamy, hand-beaten coffee became a global phenomenon during the COVID-19 pandemic. It’s made by whipping instant coffee, sugar and hot water until frothy, then layering it over hot or cold milk. Named for its similarity in taste and texture to a traditional Korean sugar candy, dalgona coffee’s viral success was largely driven by its texture and striking visual appeal.

The whipped nature creates a rich, velvety mouthfeel, elevating the sensory experience. Its versatility, pairing well with dairy, tea or plant-based milks, appealed to broad consumer tastes and preferences. The frothy, two-tone visual contrast was instantly eye-catching and perfect for platforms like Instagram and TikTok, demonstrating how a compelling visual can translate into widespread shareability and engagement.

The dalgona coffee phenomenon continues to inspire new waves of coffee innovation. With 48% of UK consumers under 35 feeling that supermarket coffee aisles lack inspiration, there's a clear opportunity for brands to push boundaries with inventive texture enhancements and category-blurring blends.

Hot honey: A sweet-heat trend

Another compelling example of a viral trend is hot honey. Chili-infused honey originated in Brazil, where it's been used for centuries in both cooking and medicine. The modern hot honey craze started in New York and its success speaks to a consumer desire for bold and sensory culinary experiences, particularly the captivating allure of ‘swicy’ (sweet and spicy) profiles.

The versatility and unique nature of hot honey enabled it to become a staple flavor combination, spreading across diverse categories from fish products and vodka to pizza. It has laid a path for sweet-heat profiles across condiments and snacks, as consumers continue to explore global flavors, blending culinary traditions into their everyday routines. Hot honey serves as a textbook example of how a bold, globally inspired flavor, amplified by social media, can influence future food and drink innovations.

The next wave of ‘swicy’ is likely to explore even more innovative ingredients, with flavors like spicy maple already enticing consumers. In the US, dates are a novel flavor in seasonings, gaining strong momentum alongside other sweet fruit flavors. Young UK consumers are drawn to indulgent flavors and drinks with a herb or spice twist, such as coconut nectar and red chilis.

The pink trend: The power of color

Color, alongside taste, has always been a fundamental attribute of food and drink, but social media has dramatically amplified the appeal of visually striking creations. The pink food trend is a prime example, with brands leveraging various tones of pink – from pastel to neon – to create viral sensations.

From the 2022 TikTok sensation of dragon-fruit-based, pink sauce to the ‘Barbiecore’ trend ignited by the 2023 Barbie movie, the pink phenomenon has now permeated food and drink. This trend taps into a younger demographic’s preference for a ‘maximalist’ and chaotic TikTok-style aesthetic, and the idea that pink colors can enhance mental wellness and offer vibrant, fun and shareable experiences.

Novelties like angel hair chocolate, featuring a pink-dyed white chocolate shell with pistachio cream and Turkish candy floss, perfectly embody the pink trend by offering a multisensory experience with creamy, fluffy and crunchy textures.
Similarly, pink rice, developed at Yonsei University in South Korea, integrates animal cells into rice grains for a pastel pink appearance and protein-rich profile, making it a nutrient-dense alternative. While still facing scaling challenges to meet global demand, pink rice is more affordable than traditional beef and showcases how visual appeal, nutrition and sustainability can converge in future food innovations.

Viral trends - Key takeaways

To capture consumer attention and create loyalty, brands must actively embrace social media. This means understanding platform aesthetics, participating in trends and creating content that inspires and entertains a diverse and curious consumer base.

Brands should prioritize products with strong visual and experiential appeal, creating striking food and drink with bold colors, unique textures and interactive elements that resonate with social media aesthetics - particularly appealing to younger generations. They should also innovate with fusion flavors and formats, capitalizing on the consumer appetite for unexpected pairings and sensory experiences, helping them to stand out in a crowded market.

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