Spate, a machine intelligence platform, analyzed the top trends to understand how the TikTok community engages with trends in wellness, food & drink and ingredients. Below are the report highlights and trending search terms that were recorded in Q2.
Going Gourmand
According to Spate, The Tomato Candle trend showed strong convergence across Search and TikTok, with search spikes due to a Trader Joe’s recall. On TikTok, it’s also linked to #tomatogirl which receives 16.0K total views alongside this trend.
A recent launch related to this trend is MALIN+GOETZ's Alcohol-free Tomato Home Spray with Odor-neutralizing Technology.
- Top notes: Basil, green ivy, lavender and mint
- Middle notes: Tomato, mandarin and petitgrain
- Base notes: Cedarwood and green pepper
Taste Trends
Spate research reveals consumers are enjoying a mix of savory dishes, sweet desserts, and unique beverages, reflecting a blend of classic comfort and creative twists:
- Top food trends on TikTok include savory delights like prosciuttini and mayo Parmesan chicken.
- Sweet treats such as monster cookie energy balls and peach upside down cake are also gaining popularity. Unique beverages like pear soda and blue lagoon cocktail are trending, alongside classic comfort foods like mulligan stew.
- The "internal shower" wellness drink is capturing attention for its digestive health benefits. Whether appealing to easy-to-make at-home options or offering dishes and drinks for a special night, these trends present brands with a valuable opportunity
Trending Ingredients
Consumers are increasingly drawn to a diverse array of unique and functional ingredients spanning food, beauty, and wellness categories:
- Top trending ingredients include health-boosting beet shots, versatile magic oil, and exotic Tahitian vanilla.
- Blue matcha, wolfberry, and liquid collagen are popular for their nutritional benefits, while fish roe and porcini mushrooms add luxury and umami. Bergamot offers a unique citrus aroma, and moringa is celebrated for its nutrients.
- According to Spate, brands can leverage these ingredients to attract health-conscious and adventurous consumers.
Wellness in Beauty
Spate reports: "Liquid collagen shows a high convergence score of 63.1% across platforms. Consumers search for liquid collagen from top brands such as Algenist GENIUS Liquid Collagen serum, and ingestible options from Applied Nutrition and Neocell. This blend of beauty and wellness offers brands a strategic chance to engage with a diverse audience."
Spate Highlights
Spate's POV, "Top TIkTok trends across beauty, wellness, food & beverage, and ingredient markets offer the following takeaways into consumer interests: Health is the foundation: Achieving healthy-looking hair by addressing frizz and supporting the scalp microbiome, alongside wellness trends like internal showers, beet shots, wolfberry, and various ingestible supplements, underscores the importance of overall health from the inside out. This focus on comprehensive well-being will continue to be a key trend for consumers. Self-care & relaxation: Taking care of the body with items like knee massagers, massage pillows, and scalp microbiome treatments caters to the growing trend of self-care and relaxation. These products emphasize the importance of personal well-being and stress relief. Brands can capitalize on this trend by creating at-home relaxation experiences, such as at-home spa kits, to meet these needs. Creating buzz with trendy twists: New trends such as crafting a shot from a healthy vegetable, creating a new matcha color, introducing a new flavor to a bubbly drink, giving a classic French tip a unique aesthetic, or designing a candle that complements the tomato girl summer trend are all effective ways to garner attention on TikTok. These strategies highlight the importance of innovation and creativity in product development. Brands must strike the right balance between trendy and effective to capture consumer interest and drive sales."
