From a new era of connoisseurs changing the American tea scene to TikTok-friendly snacking brands making their way off of screens into the real world, foodie mindsets are shifting to become immersive and entertaining. Here are the top ten insights and behavioural shifts that got us talking in May.
🫖 New American tea connoisseurs emerge – evolving tea traditions, modern experiences, and a cultural shift have ushered in a new era on the American tea scene. As people explore rituals that blend Eastern heritage with Western vibes and influencers elevate tea to a lifestyle choice, a community of tea connoisseurs is being nurtured.
🍿US snacking mindsets evolve – Good Girl Snacks’ Hot Girl Pickles cater to the TikTok-popularized ‘girl dinner’ trend, which focuses on transforming snacks into visually appealing, satisfying meals. The brand’s success reflects the evolution of snacking culture in the US, all the while raising questions about new food mindsets.
📲 Teens believe 'for you' algorithms reflect them accurately – social media is shaping teen identity through personalized algorithms and content, and teens (often mistakenly) think these online personas are accurate. Possible solutions include using AI to detect harmful content and encouraging users to critically reflect on their online identities.
💡Aussies want kids' shows that reflect real life – Bluey is one of the most successful Australian pop culture exports, spotlighting Australian family life and the authentic lived experiences of various underrepresented groups. As modern media and entertainment evolves, people are searching for a blend of childhood imagination, authentic adult life, and minority representation in content.
🪨 South Koreans cure loneliness with pet rocks – South Korean adults are turning to pet rocks as a cure for loneliness. With social isolation taking a toll and a lack of resources to enable social connection, the rise in pet rocks as a replacement for human interaction shows the need for humanised, face-to-face interactions and alternative methods to combat loneliness.
❗️Young people in the US opt for permanent contraception – findings show that young people in the US are opting for permanent contraception in the wake of Roe v. Wade being overturned. With women twice as likely to undergo such procedures compared to men, and a widespread lack of trust in institutions, people are taking matters into their own hands.
👟 Chinese sneakerheads choose to go local – an increasingly skilled workforce, successful endorsement strategies, and a ‘national wave’ movement are encouraging Chinese shoppers to buy products from local brands, with sneakers being a top choice. As perceptions of ‘Made In China’ shift, localised strategies are winning favour with regional consumers.
🕹 Australians embrace nostalgic gaming – remakes of old games and gaming consoles have become popular in Australia, leading local designers to embrace nostalgia in their advertising. But this proliferation of the past has uncovered further truths about Australians and gaming – their need for collective, meaningful experiences.
🏡 Nara Smith has captured Gen Z’s homemaking aspirations – content creator and model Nara Smith has garnered a colossal TikTok following by posting romanticized from-scratch cooking videos. Her popularity stems from a desire for slow content, a need for relief from burnout, and aspirations for traditional lifestyles as viewed through the lens of social media.
🕊Gen Zers find joy in chaotic bird content – RSPB is tapping into Gen Z humour with a push towards chaotically themed viral bird-related content. As crisis fatigue leaves many younger people feeling powerless, brands are using levity and absurdism to cut through the negativity and foster engagement with important causes.
