TikTok’s foodie subgroup, #FoodTok, is known for making viral dishes, but not every recipe makes it to the table.

TikTok’s foodie subgroup, #FoodTok, is known for making viral dishes, but not every recipe makes it to the table. Instacart measured the retail impact achieved by various #FoodTok trends, and they found that ultimately, not every recipe viewers see gets recreated. The shopping app saw a major increase in feta sales when the viral baked feta pasta was making its rounds last year. They found that “during the peak of the recipe’s popularity, it appeared in 4.6 times more Instacart orders than normal, and supermarkets faced feta shortages.” Yet, the recent virality of butter boards didn’t translate the same way. The elegant and “fussy” spreads proved to be too much to try IRL, and Instacart didn’t see any major spikes in butter sales; “which suggests that #FoodTok is as practical as it is food-obsessed.” Instacart’s data shows that “56% of those who view food and recipe content on social media factor in affordability when considering making a recipe they viewed, and 49% factor in already having most of the ingredients at home.” (Tubefilter)