TikTok drives $647 million US snack sales, reshapes grocery shopping

A NielsenIQ study finds that social media, especially TikTok, is becoming a dominant channel for consumers to discover new food products. About 41% of shoppers say they sometimes learn about snacks on social platforms, rising to 84% among Generation Z, and 82% for Millennials. Short video content can generate demand within hours, turning TikTok into a powerful showcase for the food industry.

TikTok Shop sales of food and beverage items in the United States reached $647 million, marking a 29% year‑on‑year increase. The top‑selling items are health‑oriented, such as protein powders, energy drinks, nutrition bars, coffee and tea. While the digital influence grows, retailers note that the final purchase still often occurs in physical stores. The same research shows shoppers are becoming more selective: 46% buy snacks less frequently, 38% curb impulse purchases and 15% opt for healthier, more satiating options.