The rapid rise of TikTok as a marketing tool has transformed how retailers, particularly supermarkets, engage with customers. The platform provides an avenue to highlight unique products, showcase innovative recipes in an engaging format, and even attract tourists to stores abroad that have gained popularity through viral trends.
One prime example is a simple cucumber salad recipe that amassed over 15 million views, leading to a surge in demand and cucumber shortages in supermarkets. Marks & Spencer (M&S) has also seen significant traction on TikTok, notably with its Big Daddy chocolate bar. Individual M&S stores across the UK have delighted audiences by participating in popular TikTok challenges, including lip-syncing and dancing during working hours, offering a glimpse into store culture and boosting brand visibility.
Rossmann has created a special channel for its popular own brand Isana: @isana_rossmann. The new face of the TikTok presence, which will significantly shape the channel as a content creator, is now being sought. The search for the new Isana Face is closely accompanied via the social media platform. This form of recruiting as well as the created vacancy are unique in the industry to date.
Tesco has taken a strategic approach, incorporating TikTok trends into its in-store features, such as salad creation stations and “High in Protein” displays, mirroring the platform's healthy eating fads. “This trend is driven by younger consumers, particularly on social platforms like TikTok and Instagram, where influencers share protein-rich recipes and highlight their nutritional benefits,” a Tesco spokesperson noted.
TikTok has revolutionised product discovery for Gen Z shoppers, reinforcing its role as a powerful driver of marketing success. Retailers have an opportunity to engage this audience not just with food but with experiences, novelties, and recognising that young consumers want to feel seen. In addition, many have let their store staff to post authentic relatable content.