Matcha of the Day: How social media has upended food fads
This article explores how social media has accelerated the lifecycle of food trends, contrasting modern viral fads with historical examples like the 1960s fondue craze. It highlights how digital platforms have replaced traditional, slower-moving drivers of food popularity.
Why it matters
Understanding the mechanics of viral trends is essential for businesses and consumers navigating the rapidly changing landscape of modern consumer culture.
While the buzz around matcha, ube and 'functional foods' may seem new, food and drink fads are nothing new. And there be any number of factors that push them to the fore.
Health or diet-focused fads are quite common. Around 20 years ago we had a huge flurry of interest around the Atkins diet, which led to all types of low and no carb offerings.
Sometimes a fad came come about because of something as simple as a celebrity being spotted consuming a particular product - which can lead to a surge in demand from fans. (That’s part of the reason why we now have so many celebrity-led brands, or celebrity collabs on special items in different fast food chains.)
Often a fad can be as a result of some technological advancement.
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