1、TIKTOK TASTE TAKEOVER:CONSUMERS FAVORITE FLAVORSNOVEMBER 2024Spate analyzed this years top 100 fastest-growing food and beverage trends on TikTok in the US since last year,grouping them into six key flavor profiles:Sweet,Sour,Salty,Umami,Bitter,and Mouthfeel.Sweet trends dominated the list,with Umam

2、i and Bitter following behind,reinforcing the platforms role in elevating indulgent,feel-good foods.This preference for sweetness reflects a shift toward playful,comforting treats that double as shareable content,aligning with the way users seek both flavor and visual appeal.Explore the full report

3、for an in-depth picture of key trend drivers.Sweet flavors account for 45%of the top trending(YoY growth)food and beverage content,reflecting a growing consumer preference for indulgent,playful treats.FLAVOR PROFILE POPULARITYSweet45%Umami20%Bitter14%Sour10%Mouthfeel10%Salty1%2TIKTOKS TRENDIEST FLAV

4、ORSEXPLORE THE WHEEL3FLAVOR MAPPING:SPATES FLAVOR WHEELDISCOVEREDBY SPATEThe trends in this report were uncovered using Spates dashboard.Discover how you can access exclusive insights,predictions,and trends to keep your brand ahead of evolving consumer preferences.BOOK A DEMO4WHATS TRENDING:DIVING I

5、NTO SWEET,UMAMI,&BITTER5EXPLORINGSWEETThe Sweet flavor profile encompasses a wide range of subtleties.Spate has identified five distinct subcategories,each with an additional layer of detail that explores specific flavor characteristics.From vanilla to fruity to caramelized,these subcategories revea

6、l the diverse distribution of sweet flavors,showcasing the intricate variations within each type.See how these variations are distributed among the fastest growing Sweet-flavored trends.CREAMY 40%FRUITY 27%CACAO 16%BROWN SUGAR15%FLORAL 2%VANILLA 28%CUSTARD 33%DAIRY-LIKE 39%DRIED FRUIT 36%TROPICAL 27

7、%BERRY 18%CITRUS 9%APPLE/PEAR 9%CHOCOLATE 86%DARK CHOCOLATE 14%NUTTY 72%CARAMELIZED 14%SYRUPY 14%FLORAL 100%6LEVEL 3LEVEL 27SWEETPistachio Dessert+888.6%Italian Wedding Cake+879.8%Source:US TikTok ending October 13,2024Italian Wedding Cake Image:https:/ mints image:https:/ Cream Cheese Bars Image:ht

8、tps:/ TRENDS ON THE RISE(by YoY Growth)TOP TRENDINGSweet and creamy profiles are driving growth on TikTok.Social media is driving the popularity of rich,playful desserts that blend indulgence with visual appeal.From buttery layers to cream-filled treats and swirled bars,these creations are more than

9、 just deliciousthey foster fun,connection,and shareable moments.As these trends continue to grow across platforms,brands have a prime opportunity to engage consumers by tapping into the demand for sensory-driven experiences that make everyday indulgences feel special.Butter Mints +632.7%Pumpkin Crea

10、m Cheese Bars +535.5%HOW BIG IS THIS TRENDHOW COMPETITIVE IS THE SPACE?WHO OWNS THE MARKET SHARE?A delectable treat that blends the rich and vibrant flavors of pistachios,offering a delightful crunchy and creamy experience.With 206.3K average weekly views on TikTok,the trend is gaining moderate trac

11、tion organically,suggesting an emerging interest driven by authentic user engagement rather than paid campaigns(0.0%paid views).The low convergence rate of 28.6%across platforms indicates that the trend resonates more with TikToks unique audience and content style.This exclusive traction on TikTok p

12、resents a prime opportunity for brands and creators to leverage the platform,capitalize on the early momentum,and shape consumer perception before the trend spreads to other channels.SPATE POVPISTACHIO DESSERTSource:TikTok US Data Year-over-Year ending Week of October 13,2024;Google Search data,aver

13、age monthly search volume ending September 2024(US).Creator:bee_anca768206.3KAVERAGE WEEKLY VIEWSMedium Views HOW BIG IS THIS TREND ON TIKTOK?206.3K avg.weekly viewsVery Low Paid Views ShareHOW MANY VIEWS ARE PAID?0%Paid ViewsLow ConvergenceHOW SIMILAR IS THIS TREND ACROSS PLATFORMS?28.6%convergence

14、+888.6%YEAR-OVER-YEAR GROWTHHOW BIG IS THIS TRENDHOW COMPETITIVE IS THE SPACE?WHO OWNS THE MARKET SHARE?SPATE POVITALIAN WEDDING CAKEThe Italian wedding cake,or millefoglie,is a traditional dessert made of puff pastry,pastry cream,and fresh fruits.On TikTok,content featuring pastry chefs creating th

15、is cake live at weddings has gained 464.1K weekly views organically(0.0%paid).With high convergence(62.2%)across platforms,the trend is expanding beyond TikTok,making it a prime opportunity for brands to engage with audiences through culturally rich,behind-the-scenes content.9+879.8%YEAR-OVER-YEAR G

16、ROWTH464.1KAVERAGE WEEKLY VIEWSMedium Views HOW BIG IS THIS TREND ON TIKTOK?464.1K avg.weekly viewsVery Low Paid Views ShareHOW MANY VIEWS ARE PAID?0%Paid ViewsHigh ConvergenceHOW SIMILAR IS THIS TREND ACROSS PLATFORMS?62.2%convergenceSource:TikTok US Data Year-over-Year ending Week of October 13,20

17、24;Google Search data,average monthly search volume ending September 2024(US).Creator sweetmphotographyEXPLORINGUMAMIThe umami flavor offers a rich depth of nuances.Spate has identified two key subcategories:meaty and fermented,each enhancing umamis savory appeal in distinct ways.Meaty flavors evoke

18、 richness and heartiness,while fermented profiles bring tangy,complex notes that add layers of intrigue.See how these variations are distributed among the fastest growing Umami-flavored trends.MEATY80%FERMENTED 20%POULTRY 33%RED MEAT 50%AGED CHEESE 100%10LEVEL 3LEVEL 211UMAMIJerky+784.5%Bean Burger+

19、623%Source:US TikTok ending October 13,2024 UMAMI TRENDS ON THE RISE(by YoY Growth)TOP TRENDINGUmami is taking center stage on TikTok,captivating taste buds across the U.S.with its savory depth.Viral trends like jerky,bean burgers,steak diane and paneer highlight the crave-worthy appeal of this“fift

20、h taste.”These foods,ranging from high-protein snacks to plant-based meals,demonstrate how umami transcends dietary preferences,appealing to both meat lovers and vegetarians alike.More than just satisfying cravings,these umami-packed dishes showcase the platforms love for culinary exploration,where

21、food isnt just consumedits celebrated for its richness and creativity.Steak Diane +508.8%Paneer +306.6%HOW BIG IS THIS TRENDHOW COMPETITIVE IS THE SPACE?WHO OWNS THE MARKET SHARE?SPATE POVJERKYThe jerky trend on TikTok has gained significant traction,accumulating 2.6M average weekly views with a sta

22、ggering 784.5%year-over-year growth.The trend appears to be organic,with only 0.1%of views being paid.However,convergence across platforms remains low at 18.2%,indicating that the trend is primarily thriving on TikTok.This presents a unique opportunity for brands to leverage TikToks platform for cre

23、ative content,particularly through humorous or exaggerated formats(such as POV-style videos),as showcased by viral clips like“You need a BUCKET of beef jerky!”12High Views HOW BIG IS THIS TREND ON TIKTOK?2.6M avg.weekly viewsVery Low Paid Views ShareHOW MANY VIEWS ARE PAID?0.1%Paid ViewsVery Low Con

24、vergenceHOW SIMILAR IS THIS TREND ACROSS PLATFORMS?18.2%convergence+784.5%YEAR-OVER-YEAR GROWTH2.6MAVERAGE WEEKLY VIEWSSource:TikTok US Data Year-over-Year ending Week of October 13,2024;Google Search data,average monthly search volume ending September 2024(US).Creator:thompsonssmokehouseHOW BIG IS

25、THIS TRENDHOW COMPETITIVE IS THE SPACE?WHO OWNS THE MARKET SHARE?SPATE POVBEAN BURGERThe bean burger trend on TikTok has garnered 207.2K average weekly views,experiencing an impressive 623%year-over-year growth.This trend is completely organic,with 0.0%paid views,suggesting authentic engagement from

26、 the platforms users.However,the 19%platform convergence indicates that the trend remains primarily localized to TikTok.With medium viewership but strong growth,the trend presents a strategic opportunity for brands to tap into the cultural moment of creative and cost-effective home cooking,as exempl

27、ified by videos like“Dinner when your kids want burgers,but you have food at home.”Brands targeting frugal audiences or family-focused campaigns could leverage this trend by highlighting affordable,easy-to-make meal solutions through relatable,POV-style content that resonates with TikToks audience.1

28、3Medium Views HOW BIG IS THIS TREND ON TIKTOK?207.2K avg.weekly viewsVery Low Paid Views ShareHOW MANY VIEWS ARE PAID?0%Paid ViewsHOW SIMILAR IS THIS TREND ACROSS PLATFORMS?+623%YEAR-OVER-YEAR GROWTH207.2KAVERAGE WEEKLY VIEWSVery Low Convergence19%convergenceSource:TikTok US Data Year-over-Year endi

29、ng Week of October 13,2024;Google Search data,average monthly search volume ending September 2024(US).Creator:ayomadelynEXPLORINGBITTERThe Bitter flavor profile encompasses a wide range of subtleties.Spate has identified four distinct subcategories,each with an additional layer of detail that explor

30、es specific flavor characteristics.From vegetative to earthy to roasted to woodsy,these subcategories reveal the diverse distribution of bitter flavors,showcasing the intricate variations within each type.See how these variations are distributed among the fastest growing Bitter-flavored trends.VEGET

31、ATIVE 43%EARTHY36%ROASTED 21%HERBACEOUS 43%BARLEY-LIKE 50%COFFEE 67%14LEVEL 3LEVEL 2LEAFY 43%FRESH 14%SALTY 33%ROOTY 25%MUSHROOM 25%15BITTEREspresso Tonic+442.3%Pandan Leaves+390.6%Source:US TikTok ending October 13,2024 Pandan Leaves Image:https:/ Image:https:/ Eggs Image:https:/ TRENDS ON THE RISE

32、(by YoY Growth)TOP TRENDINGBitter flavors are making waves on TikTok,as users embrace their complexity in creative ways.Viral trends like espresso tonics,pandan leaves,and tea eggs showcase the appeal of this bold taste.Ingredients such as coffee,tea,and earthy spices are being reimagined in everyth

33、ing from beverages to baked goods.This newfound appreciation for bitterness reflects a shift toward more sophisticated palates,where food isnt just sweet or savoryits an experience that celebrates nuance and depth.Tarragon +387.8%Tea Eggs +320.2%HOW BIG IS THIS TRENDHOW COMPETITIVE IS THE SPACE?WHO

34、OWNS THE MARKET SHARE?avg.weekly viewsSPATE POVESPRESSO TONICThe espresso tonic trend is bubbling up on TikTok,pulling in 486.5K average weekly views and growing by 442.3%year-over-year.Whats cool is that this trend is entirely organic,with 0.0%paid views,showing that people are genuinely loving it.

35、With a 51.4%convergence across platforms,its not just staying on TikTokits starting to spill over into other corners of the internet too.Videos like“Lets make an espresso tonic,feat.Sungold Kiwi Syrup”capture the playful,experimental vibe thats driving this trend.For brands in food,drink,or specialt

36、y coffee,this is the perfect moment to jump inthink creative recipes and fun collabs that embrace TikToks spirit of trying new things.16Medium Views 486.5K avg.weekly viewsVery Low Paid Views ShareHOW MANY VIEWS ARE PAID?0.0%Paid ViewsMedium ConvergenceHOW SIMILAR IS THIS TREND ACROSS PLATFORMS?51.4

37、%convergence+442.3%YEAR-OVER-YEAR GROWTH486.5KAVERAGE WEEKLY VIEWSSource:TikTok US Data Year-over-Year ending Week of October 13,2024;Google Search data,average monthly search volume ending September 2024(US).Creator:zesprikiwifruitHOW BIG IS THIS TREND ON TIKTOK?Very Low Paid Views ShareHOW MANY VI

38、EWS ARE PAID?HOW SIMILAR IS THIS TREND ACROSS PLATFORMS?HOW BIG IS THIS TRENDHOW COMPETITIVE IS THE SPACE?WHO OWNS THE MARKET SHARE?SPATE POVTEA EGGSThe tea egg trend is quietly simmering on TikTok,with 54.4K average weekly views and 320.2%year-over-year growth.While its still on the smaller side in

39、 terms of views,its catching on with a healthy 11.4%paid view share,showing that some creators or brands are already starting to invest in it.Whats interesting is the 62.5%platform convergence,suggesting that the tea egg trend has appeal beyond TikTok,making it an ideal candidate for cross-platform

40、campaigns.Videos like“Trending Tea Eggs Recipe in China”tap into cultural curiosity,highlighting simple,comforting recipes.For food brands or influencers,this is a great opportunity to spotlight global flavors and promote easy-to-make dishes that resonate with an audience eager to explore new culina

41、ry traditions.17Low Views HOW BIG IS THIS TREND ON TIKTOK?54.4K avg.weekly viewsMedium Paid Views ShareHOW MANY VIEWS ARE PAID?11.4%Paid ViewsHOW SIMILAR IS THIS TREND ACROSS PLATFORMS?High Convergence62.5%convergence+320.2%YEAR-OVER-YEAR GROWTH54.4KAVERAGE WEEKLY VIEWSSource:TikTok US Data Year-ove

42、r-Year ending Week of October 13,2024;Google Search data,average monthly search volume ending September 2024(US).Image:https:/ IN THE MIX:MOUTHFEEL,SOUR,&SALTY18EXPLORINGMOUTHFEELThe mouthfeel experience offers a broad spectrum of sensations.Spate has identified four distinct subcategories,each with

43、 an additional layer of detail that explores specific sensory characteristics.From spicy to fatty to pungent to astringent,these subcategories reveal the diverse distribution of textural sensations,showcasing the intricate variations within each type.See how these variations are distributed among th

44、e fastest growing Mouthfeel trends.SPICY70%FATTY20%PUNGENT 10%AROMATIC 57%OILY 100%ALLIUM PUNGENCY 100%19LEVEL 3LEVEL 2PEPPER HEAT 29%TINGLING/NUMBING 14%EXPLORINGSOURThe Sour flavor profile offers a refined spectrum of taste experiences.Spate has identified two key subcategories,each adding unique

45、characteristics to the overall profile.Acidic flavors bring sharpness and intensity,while tangy notes offer a softer,zesty twist.See how these variations are distributed among the fastest growing Sour-flavored trends.ACIDIC90%TANGY10%CITRUSY 45%SWEET-AND-SOUR 100%20LEVEL 3LEVEL 2FERMENTED 33%TOMATO

46、11%GRAPE 11%EXPLORINGSALTYThe Salty flavor profile showcases a distinct range of savory experiences.Spate has identified three subcategories,each contributing unique qualities to the broader profile.Briny flavors evoke the taste of the sea with their mineral complexity,rich salty flavors offer depth

47、 and intensity,while pure salty delivers a clean,straightforward salinity.See how these variations are distributed among the fastest growing Salty-flavored trends.RICH SALTY100%CURED MEATS 100%21LEVEL 3LEVEL 2SPATE POV:MAIN TAKEAWAYSSweet flavors dominate TikTok trends,with indulgent treats like pis

48、tachio desserts reflecting a growing consumer preference for playful,shareable foods.Global and functional ingredients gain traction,as consumers embrace trends like pandan leaves and tea eggs,blending cultural appeal with health benefits.Umami and complex flavors are rising,with trends like jerky a

49、nd bean burgers showcasing an appetite for savory,bold experiences.22Texture-focused experiences are becoming key:Consumers are increasingly drawn to foods that offer unique sensations,such as creamy butter mints and experimental espresso tonics.Request your free trial for access to more flavor data

50、:www.spate.nyc METHODOLOGYSpate is an innovative data platform that allows users to discover and detect trends across Google search and TikTok.The Spate dashboard analyzes over 20 billion search signals and over 60 million TikTok videos across the globe to answer three crucial questions for the cons

51、umer goods industry.Whats the next big trend?Whos owning the space?How to position the trend?20 billion search signals&60 million posts on TikTokUnsupervised machine learning to identify clustersTrends classification for insights and implications24Paid Views:The percentage of views that can be attri

52、buted to paid partnerships or brand partner hashtags,ie#partnerAverage Weekly Views:Average weekly views of videos with the included hashtags:past 4 weeksConvergence:This metric compares how a trend is performing on TikTok versus Google SearchYoY:Year-over-Year growth rate comparing the latest 12 months vs.previous 12 months growth rateTHE METRICS:DATATRANSLATION25