Did Anyone Actually ‘Cart’ That #FoodTok Recipe?
Instacart investigates the influence of viral TikTok recipes on customer shopping behavior
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#FoodTok, a mouthwatering subgenre of TikTok, has propelled some of the buzziest (and wackiest) food and recipe trends on social media over the past few years. Here at Instacart, we watched with fascination and wondered, how much of this content is making it into people’s carts?
To find out, we analyzed Instacart’s purchase data — which reflects millions of grocery transactions across the U.S. and Canada — to uncover whether people actually “carted” the ingredients for 20 prominent #FoodTok recipes.
What is #FoodTok?
#FoodTok is an immensely popular hashtag on TikTok where content creators share cooking hacks, fresh takes on recipes, outlandish ideas, and more. With billions of views, it’s become an epic hub for a novel take on food and recipe inspiration. Because of #FoodTok, everyone — from food aficionados to self-taught home cooks to trained professionals — has a chance to go viral with the next big food trend.
Who Does #FoodTok Reach?
A staggering 83% of Americans view food and recipe content on social media platforms such as TikTok, Instagram, and YouTube, with 61% viewing content weekly or more often, according to an Instacart survey among more than 2,000 U.S. adults conducted online by The Harris Poll. Here are some key insights:
- People take to social media for recipe ideas, but whether they act on the ideas varies: while 89% of those who view food and recipe content on social media report that social media influences what they cook at home, only 14% say it influences their cooking a great deal.
- Among people who view food and recipe content, 63% do so to find new recipes, 51% to learn new ways to prepare food, 47% to get recipe inspiration, and 37% for entertainment.
- Who isn’t guilty of saving something on social but never revisiting it? Of those who save recipes on social media, 33% say they will always or often make a saved recipe, 47% will sometimes make a saved recipe, and 20% rarely or never make a saved recipe.
The Feta Effect
In early 2021, Baked Feta Pasta went viral on TikTok in the U.S. and became the first widely adopted #FoodTok trend on Instacart. Many rushed to the store or digital aisles of Instacart to buy the ingredients, only to find that a block of feta was suddenly out-of-stock. This recipe became the epitome of #FoodTok success.
On Jan. 28, 2021, TikTok user @feelgoodfoodie posted the recipe after the trend surfaced on TikTok.
This video alone had nearly 19 million views…
…and sparked a surge of orders on Instacart. 🤯
On Feb. 13, 2021, Baked Feta Pasta purchases peaked. Customers ordered the recipe’s ingredients (feta, cherry tomatoes, and pasta) 4.6x more than normal.
But that’s not always the case.
Fast forward to Sept. 23, 2022 — TikTok user @kikstarsomers posted their version of the trending Butter Board, which garnered over 12.6 million views alone.
Despite Butter Boards going similarly viral as Baked Feta Pasta on #FoodTok, it didn’t have the same influence on Instacart orders.
So what’s the norm?
Do most #FoodTok recipes go the way of Baked Feta Pasta or Butter Boards? 🤔
To Shop the ‘Tok or Not
While it’s tempting to assume that virality is the main factor influencing whether people cart #FoodTok recipe ingredients via Instacart, we’ve found that it’s not that simple.
From 2021 through 2022, we selected 20 of the most well-known TikTok recipes to illustrate each recipe’s influence on grocery purchases via Instacart. Use the tool below to explore which recipes translated views and likes into noticeable spikes in grocery orders via Instacart.
Click the TikToks beneath the chart to see more.
Baked Feta Pasta
- First TikTok posted on Jan. 28, 2021
- Orders for ingredients peaked on Feb. 13, 2021
Not All Food Trends are Created Equal
Our data suggests that TikTok virality does not necessarily translate into widespread adoption. We compared TikTok views and the growth of Instacart orders and created three categories to illustrate a recipe’s overall influence:
Top Video Views on TikTok for Recipe
5M
10M
25M
Growth in Instacart Orders with Recipe Ingredients
1.5x
2x
2.5x
Top Video Views on TikTok for Recipe
1M
5M
10M
Growth in Instacart Orders with Recipe Ingredients
1.1x
1.25x
1.5x
Top Video Views on TikTok for Recipe
5M
10M
25M
Growth in Instacart Orders with Recipe Ingredients
1.25x
1.5x
2x
Top Video Views on TikTok for Recipe
1M
5M
10M
Growth in Instacart Orders with Recipe Ingredients
1.1x
1.25x
1.5x
Movers and Shakers
Viral TikTok recipes with significant views and a large spike in Instacart orders.
Baked Feta Pasta
Increase in Orders
Top Video Views
19M
views
4.6x
orders
Nature’s Cereal
14M
views
3.6x
orders
Green Goddess Salad
23M
views
3.4x
orders
Negroni Sbagliato with Prosecco
32M
views
2.2x
orders
Salmon Rice Bowl
83M
views
2.1x
orders
Baked Feta Pasta
Increase in Orders
Top Video Views
19M
views
4.6x
orders
Nature’s Cereal
14M
views
3.6x
orders
Green Goddess Salad
23M
views
3.4x
orders
Negroni Sbagliato with Prosecco
32M
views
2.2x
orders
Salmon Rice Bowl
83M
views
2.1x
orders
Baked Feta Pasta
Increase in Orders
Top Video Views
19M
views
4.6x
orders
Nature’s Cereal
14M
views
3.6x
orders
Green Goddess Salad
23M
views
3.4x
orders
Negroni Sbagliato with Prosecco
32M
views
2.2x
orders
Salmon Rice Bowl
83M
views
2.1x
orders
Baked Feta Pasta
Increase in Orders
Top Video Views
19M
views
4.6x
orders
Nature’s Cereal
14M
views
3.6x
orders
Green Goddess Salad
23M
views
3.4x
orders
Negroni Sbagliato with Prosecco
32M
views
2.2x
orders
Salmon Rice Bowl
83M
views
2.1x
orders
Pint-Sized Powerhouses
Food trends that had a smaller magnitude of virality but still resulted in a noticeable spike in Instacart orders.
Biscoff Tiramisu
5.1M
views
2.0x
orders
Coconut Cloud Smoothie
830K
views
1.7x
orders
Ricotta Toast
5.3M
views
1.4x
orders
Biscoff Tiramisu
5.1M
views
2.0x
orders
Coconut Cloud Smoothie
830K
views
1.7x
orders
Ricotta Toast
5.3M
views
1.4x
orders
Biscoff Tiramisu
5.1M
views
2.0x
orders
Coconut Cloud Smoothie
830K
views
1.7x
orders
Ricotta Toast
5.3M
views
1.4x
orders
Biscoff Tiramisu
5.1M
views
2.0x
orders
Coconut Cloud Smoothie
830K
views
1.7x
orders
Ricotta Toast
5.3M
views
1.4x
orders
All Sizzle No Steak
Food trends that are massively viral but didn’t have a noticeable impact on Instacart orders.
Pasta Chips
1.1x
orders
31M
views
Lemon Pasta
1.1x
orders
25M
views
Cheesy Ramen
1.1x
orders
18M
views
Butter Board
Despite 13 million views, butter boards had no increase in orders.
1.0x
orders
13M
views
Pesto Eggs
1.1x
orders
12M
views
Pasta Chips
1.1x
orders
31M
views
Lemon Pasta
1.1x
orders
25M
views
Cheesy Ramen
1.1x
orders
18M
views
Butter Board
Despite 13 million views, butter boards had no increase in orders.
1.0x
orders
13M
views
Pesto Eggs
1.1x
orders
12M
views
Pasta Chips
1.1x
orders
31M
views
Lemon Pasta
1.1x
orders
25M
views
Cheesy Ramen
1.1x
orders
18M
views
Butter Board
Despite 13 million views, butter boards had no increase in orders.
1.0x
orders
13M
views
Pesto Eggs
1.1x
orders
12M
views
Pasta Chips
1.1x
orders
31M
views
Lemon Pasta
1.1x
orders
25M
views
Cheesy Ramen
1.1x
orders
18M
views
Butter Board
Despite 13 million views, butter boards had no increase in orders.
1.0x
orders
13M
views
Pesto Eggs
1.1x
orders
12M
views
2022 Ranked: Which #FoodTok Trends Made it to the Table?
As we wrap up the year, let’s take a look at the top 5 #FoodTok trends of 2022 that made it into our customer’s carts, and the potential reasons why people were eager to give them a whirl in their own kitchens:
Select a trend below for more information.
- #1
Green Goddess Salad
1st Video
Sept. 26, 2021
Most Watched Video
23M views
Orders Peaked
Jan. 26, 2022
Peak Order Growth
3.4x
This flavorful, herby salad is an example of delayed success. The creator, @bakedbymelissa, published the video of this recipe in September 2021 but it began to go viral and convert into Carts in January 2022. Given customers tend to opt for healthier options in January to kick off the new year, the conditions were perfect for this trend to finally take off. At its peak on January 26, customers were 3.4x more likely to order the ingredients for this recipe, becoming the third biggest #FoodTok trend of all time to convert into Carts following 2021 viral hits Baked Feta Pasta and Nature’s Cereal.
- #2
Negroni Sbagliato with Prosecco
1st Video
Oct. 1, 2022
Most Watched Video
32M views
Orders Peaked
Oct. 14, 2022
Peak Order Growth
2.2x
TV lovers showed an appreciation for this boozy cocktail classic after it went viral on TikTok. At its peak on October 14, 2022, Instacart customers were 2.2x more likely to order the ingredients for this cocktail recipe.
- #3
Biscoff Tiramisu
1st Video
March 28, 2022
Most Watched Video
5.1M views
Orders Peaked
April 3, 2022
Peak Order Growth
2x
At its peak on April 3, 2022, customers were 2x more likely to order the ingredients for this layered Biscoff dessert. With springtime holidays, including Ramadan and Easter, people sought out these popular cookies to create the perfect sweet treat.
- #4
Coconut Cloud Smoothie
1st Video
March 4, 2022
Most Watched Video
830k views
Orders Peaked
May 19, 2022
Peak Order Growth
1.7x
Starting off as a popular smoothie exclusively sold at Los Angeles’ Erewhon Market, food creators and Erewhon fans alike took to TikTok to recreate this blended masterpiece. After the #FoodTok video of the smoothie recreation went viral, it took a month before we saw a spike in orders for the ingredients with customers 1.7x more likely to order the ingredients on May 19, 2022. This timing conveniently lined up shortly after the first day of Spring as many began to prepare for summer and embrace warmer days.
- #5
Grinder Sandwich
1st Video
March 28, 2022
Most Watched Video
3.4M views
Orders Peaked
May 15, 2022
Peak Order Growth
1.2x
At its peak on May 15, 2022, customers were 1.2x more likely to order the ingredients for this recipe compared to normal. All we can say is…who doesn’t love a great sandwich?
What’s in Store for 2023 #FoodTok?
While we can’t predict what the biggest viral moment in 2023 will be — and if there will ever be anything as impactful as Baked Feta Pasta again — Instacart’s Trends Expert Laurentia Romaniuk shares insights, perspective, and predictions for what we can expect from #FoodTok and its influence on people’s shopping habits in the year ahead.
Laurentia Romaniuk
Instacart’s Trends Expert
Ingredient affordability and availability will be key factors for determining a food trend’s success.
Our survey found that 56% of those who view food and recipe content on social media factor in affordability when considering making a recipe they viewed, and 49% factor in already having most of the ingredients at home. Most of the time and especially now in this economy, a recipe is less likely to take off if it has an extensive list of ingredients that can rack up a hefty bill. 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.
Simple and foolproof recipes will always win.
Most people like good food but they want shortcuts — even the most skilled cooks appreciate techniques for simple preparation without compromising on taste. Our survey found that nearly 2 in 3 Americans who view food and recipe content on social media (65%) say it is important to them when considering making a recipe from social media that it be easy to make. Unsurprisingly, some of the most successful food trends have been simple, easy-to-make comfort food dishes — like Baked Feta Pasta and the Salmon Rice Bowl. Recipes that prioritize accessibility and don’t require any special techniques or equipment will continue to dominate #FoodTok into 2023.
Recipes and food trends that lean into seasonality and cultural moments will see stronger traction.
Our survey found that 47% of those who view recipes and food content on social media like to make recipes featuring seasonal ingredients. Seasonal foods are fresher, tastier, more affordable, and more nutritious, so it’s no surprise this is a consideration for most. In addition to seasonality being a key factor, food trends that are timely for other cultural reasons are highly influential. Take the Green Goddess Salad for example, which peaked in January 2022 when people were exploring new, healthy recipes. We can expect to see future trends follow similar seasonal patterns.
That’s a Wrap!
So… did anyone cart that viral #FoodTok recipe? Our data says yes. One thing is for sure, TikTok has and will continue to have a massive impact on what people make at home. However, we’d even argue that the more everyday recipes and consistent content from reputable food creators resonates more deeply than each roller coaster of a viral moment.
Through Instacart’s Shoppable Recipes, our integrations with TikTok make it easier than ever to turn recipe inspiration into action and shop the ingredients from beloved food creators. And whether you’re into giving the viral trends a go or you’re more inspired to make familiar weeknight meals, we’re here to help you cart the ingredients and make TikTok inspiration into a delicious reality.
Cheers to the next year of recipe innovation and food trends! 🎉
Methodology
The content in this article is not sponsored, endorsed, or associated with TikTok, Inc. TIKTOK is a trademark of Bytedance Ltd.
Instacart Data
Instacart calculated the multipliers above normal for each TikTok trend by 1) counting orders that meet a minimum threshold of ingredients from each recipe over a rolling 7-day period, 2) creating an index from a point in time before the video was posted on TikTok, and 3) adjusting for seasonality based on the year before (except for trends that overlap with March - May 2021, in which case the seasonal adjustment was based on 2019). For full details on each recipe’s methodology, please reach out to [email protected].
Survey Method
This survey was conducted online within the United States by The Harris Poll on behalf of Instacart from November 18-22, 2022, among 2,086 adults ages 18 and older, of whom 1,745 views food and recipe content on social media. The sampling precision of Harris online polls is measured by using a Bayesian credible interval. For this study, the sample data is accurate to within +/- 2.8 percentage points using a 95% confidence level. For complete survey methodology, including weighting variables and subgroup sample sizes, please contact [email protected].