Instacart Report “Delivered in 2022: Did Anyone Really ‘Cart’ That Recipe #FoodTok?” examines whether viral TikTok videos actually influence grocery shopping habits. The company tested this by comparing ideas for 20 popular recipes on the social media app with its data on purchases of items related to these recipes — including viral foods like baked feta pasta and cocktails like Negroni sbagliato. What was 2022 #FoodTok without those?
The findings suggest that some, but not all, of the videos were related to the purchase transaction. Among the baked feta pasta, for example, the signature ingredients of the recipe – feta cheese, cherry tomatoes, and pasta – were purchased at 4.6 times more than usual. Likewise, the Negroni sbagliato fared well during the viral peak. The most viewed video related to the drink received almost 32 million views. During the beverage boom in October, Instacart users were 2.2 times more likely to purchase its related ingredients.
Other TikTok trends, however, have not had the same success. Butter boards may be gone, but Instacart data shows the trend has had little impact on shopping patterns. The same can be said about pesto eggs, pasta chips, and other popular recipes that the grocery delivery company has dubbed “All Sizzle, No Steak.”
Given the variety found in the report, TikTok’s popularity may not always correspond to real influence. Or, at least, no #FoodTok influence at all… even if that board is made of butter.