There’s no denying that TikTok continued to be the ‘it’ platform in 2022 with 1.2bn users worldwide, including 10m active users here in the UK, Half of all Tiktok users are under 30, and it is estimated in the UK that ¼ of all 15-25 year olds use the platform to create content.
We all remember the TikTok driven feta shortage of 2021, but from fabulous food and farmers dancing to viral celeb lunches, what trends (and people) have been gracing the Ceres mobile screens this year?
Butter Boards
The ‘marmite’ of the TikTok world, butter boards held the spotlight strongly in 2022, but whether you were a lover or a loather, there’s no denying that there was certainly an appetite for the trend!
A board artfully coated with soft butter and topped with a variety of ingredients (from honey and figs, to super-hot chillis and garlic), the butter board quickly became the staple of any weekend soiree. Videos tagged #ButterTok inundated the TikTok algorithm, achieving a staggering 494 million views, with #butterboard garnering 382M views.
The rise of the butter board saw supermarket social teams recreating the trend, with brands such as Kerrygold leading the way with tutorials and suggestions on the best combinations.
However, in a post-Covid era, the trend quickly come under fire by food safety experts for cross contamination and health concerns… and from there, the trend slowly became a memory of September past.
Farmer Will
We’ve always believed in the importance of connecting people of all ages with farming, and Farmer Will (@farmerwill_) is leading the way in engaging a younger audience on TikTok. Will has built his reputation as the friendly sheep guy, who loves a TikTok trend. Embraced by a generation who have fallen in love with his animals, Farmer Will uses his channel to showcase his time on the farm, while also educating on the important role of a farmer. We look forward to seeing what animal Will dances with next in 2023…
A salad fit for a ‘Friend’
TikTok loves a celeb secret, so when the ‘supposed’ recipe for a salad Jennifer Aniston ate every day on the set of Friends was released, it wasn’t long until it went viral.
Combining "bulgar, cucumbers, parsley, mint, red onion, garbanzo beans, feta cheese and pistachios”, the recipe quickly found its way into lunchboxes everywhere in February; however, the trend didn’t last that long, after Jennifer came out to say that she didn’t eat it every day but that it still sounded delicious! and we agree. In fact, we loved it so much we worked with dietitian Bari Stricoff to create a version using California Walnuts!
Chopped Green Goddess Salad – and viral veggie chopper!
Similar to the Feta Pasta, this Chopped Green Goddess Salad found its fame at the end of 2021 but was brought back to life in 2022 thanks to the introduction of TikTok Shop and the viral veggie chopper.
Packed full of green veggies and nuts, with a drizzle of oil, it was the perfect way for people to use up any leftovers they have in the fridge.
And the viral veggie chopper made it easier than ever, with people going crazy for the kitchen staple piece, and supermarket ALDI tapping into the trend with its own version, that quickly disappeared from the famous middle aisle!
Air Fryers
And how could we not look at 2022 trends without including the air fryer? Growing in popularity since 2020, the second half of 2022 has seen these famous fryers grow in popularity, mostly due to the cost-of-living crisis and them being an energy efficient way to cook – and TikTok has - with more than 1.8bn views of the #AirFryerRecipes page on TikTok.
From the Potato Christmas Tree hack, to the weirdest (and most wonderful) air fried concoctions, including air fried pickles, decadent toasties, Crispy Yorkshire Puddings, and even ‘Gregg’s-style Sausage Rolls’ the air fryer is the current talk of the town.
And with the news that Iceland are now including instructions on how to air fry their food, the air fryer is certainly something that looks set to stay!
@beckyexcell AIR FRYER SAUSAGE ROLLS 😋 Are you a sausage fan? #airfryer #airfryerrecipes #airfryertiktok #airfryermaster #sausageroll #airfry #quickrecipes #glutenfree ♬ original sound - Becky Excell
The Potato Queen
Last, but in no way least, TikTok star and Potato Queen Poppy O’Toole had the spotlight shine brightly on her in 2022. From hasselback potatoes that made a mark in Australia, to sharing with the nation her fool proof turkey recipe for Christmas, there’s no denying Poppy has become a go to for foodies all over the country, with nearly 3m people now following her TikTok.
As well as being long term potato lover, we’re proud to say we always knew Poppy was going to be a star too … in fact, we worked with her in 2021 to help promote the versatility of California Walnuts!
We can’t wait to find out what 2023 has in store. TikTok are predicting the three main trend forces for the platform will be: Actionable Entertainment, Making Space for Joy and Community-Built Ideals.
