By: CLC Editorial Staff
Once upon a time, grocery lists were born in kitchens. A sticky note. A whiteboard. Maybe even a shared iPhone note labeled “DO NOT FORGET MILK.” But these days? Grocery inspiration lives on TikTok—where feta pasta, whipped coffee, and girl dinner reign supreme.
The new recipe box isn’t a folder in your kitchen drawer. It’s your For You Page.
Meet Your New Grocery Guru: TikTok
From “lazy girl lunches” to protein-packed snack boards, TikTok is the driving force behind what’s flying off shelves. Don’t believe it? Just ask the folks trying to track down cottage cheese, Biscoff cookies, or whatever sauce that one creator swears changed their life.
The social media ripple effect is real. One viral post, and suddenly everyone is panic-buying Sparkling Water, chili crisp or making butter boards like we all just collectively discovered dairy.
But Here’s the Catch…
Trends move fast. Today’s must-have is tomorrow’s “wait, why did I buy this again?” For brands, it used to take weeks—sometimes months—to capitalize on food fads. But in the TikTok era, if you’re not top of mind and top of cart, you’re already late to the party.
This Is Where Retail Media Enters the Chat
Let’s say a spicy pickle snack goes viral. Thanks to retail media, CPG brands don’t have to sit back and hope shoppers stumble upon it. They can meet them right where they’re scrolling—or searching—with targeted, real-time placements across apps, ecommerce, and in-store digital screens.
You’ve seen it: that product you just saw in a TikTok video is now magically featured when you search “snacks” online. Coincidence? Not quite.
Retail media gives brands the ability to:
- Respond to trends in real-time (without waiting for shelf resets)
- Align messaging with shopper intent and current social buzz
- Drive impulse buys by showing up when and where it matters most
The Scroll Is the New Shelf
Shoppers aren’t just being influenced by TikTok—they’re being guided by it. The difference is, with the right retail media strategy, brands can actually harness that scroll power to drive results. Whether it’s a trending protein cookie or some oddly specific aioli, showing up at the right moment is everything.
Because these days, the fastest way to get in someone’s cart? Is through their feed.