Instacart released survey data last week showing that 83% of Americans view food and recipe content on social media platforms such as TikTok, Instagram and YouTube, including 61% who view such content at least once per week. However, the data also revealed that “TikTok virality does not necessarily translate into widespread adoption.”
Butter Boards were a hit on TikTok earlier this year but didn’t move the needle on Instacart sales, and the same goes for Pasta Chips, Lemon Pasta, Cheesy Ramen, and Pesto Eggs.
Examples of recipes that did drive sales in the last year included Baked Feta Pasta (Instacart’s first viral recipe success in terms of driving sales), Green Goddess Salad, Negroni Sbagliato with Presecco, Biscoff Tiramisu, and Coconut Cloud Smoothies.
“In 2023, we’ll see new food trends emerge that are conducive to budget meals, many of which will prioritize common pantry and fridge staples,” according to Laurentia Romaniuk, a trend expert at Instacart.