How TikTok Changed How We Eat: The Rise of Aesthetic Eating

Phone Eats First

We've all been there, scrolling through TikTok or Reels staring at a perfectly composed sandwich, an immaculately constructed cake, or an artfully arranged bowl of fruit basking in the sunlight as we sit on the couch, in the office, or in the bathroom dreaming of what takeout we'll order to satiate this newfound hunger. But these videos are not just for our entertainment they represent a major shift in how we eat and how we shop for food. Social media has taken over every aspect of our lives, and food is the latest to fall to its influence.

Now the food we eat is not just for survival, but for the camera, for our enjoyment yes--but also for the enjoyment of millions of others. Cooking is now no longer an act of love for yourself, your guests, or your loved ones, but for your followers, and good food creators understand these ideas better than anyone. It's this shift that in many ways has upended the way we shop for food, as consumers are prioritizing photogenic products in place of goods that fail to pop on camera.

The New Grocery Run

Let's face it, we've all caved to buying something at the grocery store because the packaging was good, or the ad we saw on our phones was clever. There's nothing wrong with this, that's good marketing. However, it's essential to know that food brands are shifting from marketing their products from the shelf to the screen. There are a few good examples of new brands that understand this shift better than most, such as Poppi, Ghia, or Grazza. These new brands understand the archetype of the new grocery shopper, someone who prioritizes product design over taste and price. However there are also older brands following this trend, think of Chobani's recent rebrand to adopt a new font and color scheme to attract more eyes both in the dairy aisle and in the digital world.

Is this New Movement Good?

Yes and no. On one hand, this movement has encouraged people to care more about the food they eat, how they prepare it, and how they shop; all good things. However, with these positives come some negatives--sharing hyper-stylized images, videos, or packages of food adds a lot of pressure on consumers. Not everyone has the budget, time, or energy to afford the best-looking products or cook the 27-ingredient recipe a full-time food influencer can. When you shop or cook, no matter your budget or availability, know that there are always options to get healthy, cheap, and aesthetically pleasing products, even if your phone says otherwise.