Why TikTok Is the #1 Growth Engine for Grocery Stores & CPG Brands in 2025
By George Goodwin
If you're a grocery retailer or CPG brand trying to grow in 2025, one thing is clear: TikTok is no longer optional — it's essential.
From product discovery to in-store traffic to viral sales spikes, TikTok has become the #1 growth engine for retailers across the U.S. and globally.
In this blog, we’ll break down why TikTok works, how grocery stores can use it, and the exact strategies CPG brands are using to go viral — all in a simple, actionable way.
Let’s be honest: for a long time, most grocery and CPG (Consumer Packaged Goods) brands looked at TikTok and saw a dancing app for teenagers.
If that’s still your mindset in 2025, you are leaving money on the table. Serious money.
The data doesn’t lie. We are seeing a massive shift in how people buy food. They aren’t making shopping lists on notepads anymore; they’re building their carts based on what they saw on their "For You" page (FYP) ten minutes ago.
At Innovar Marketing Agency, we’ve moved past the "testing phase." We are now seeing TikTok outperform traditional social channels for ROI, specifically for food and retail brands. Here is why TikTok is your new growth engine—and how you can use it without having to learn a single dance routine.
1. TikTok is the New Search Engine (Goodbye, "Zero-Click" Worries)
You’ve heard us talk about "Zero-Click" searches—where Google gives users the answer without them ever visiting your website. It’s a nightmare for SEO traffic, but TikTok solves this by keeping the user engaged with your brand directly.
In 2025, nearly 40% of Gen Z and Millennials prefer TikTok to Google for search.
They don't search "best healthy soda."
They search TikTok for "Poppi soda review" or "healthy soda taste test."
If your brand isn’t showing up in those video results, you don’t exist to them. You need to optimize your video captions with keywords just like you would a blog post.
2. The "GroceryTok" Effect: Trends Move Units
Remember when feta cheese sold out worldwide because of one viral pasta recipe? That wasn't a fluke. It was the beginning of a new era called #GroceryTok.
In 2025, we’ve seen trends like "Girl Dinner" (essentially fancy snacking plates) and "Tin Fish Date Night" completely revitalize boring aisles of the grocery store.
Canned Mackerel sales skyrocketed because creators made it look chic.
Cottage Cheese grew 20% in sales just because influencers started using it for high-protein pancakes and ice cream.
The takeaway: You don’t need to invent a new product. You just need to show people a new, trending way to eat the product you already have.
"73% of TikTok users say they discover new brands and products on the app before checking anywhere else." — TikTok 2025 Trend Report
3. Case Study: How Erewhon Won by Selling Status, Not Just Smoothies
You might think, "I'm not a luxury brand, I'm a local grocer." But look at Erewhon Market.
They turned a $20 smoothie into a status symbol. How?
Scarcity & Collabs: They partnered with celebrities (like Hailey Bieber) for limited-time "drops."
Visuals First: They designed the smoothies to look good on camera. The cup is the accessory.
User-Generated Content (UGC): They didn't need to run TV ads. Their customers did the marketing for them by posting the smoothie to prove they were "part of the club."
Your Actionable Lesson: You don’t need Hailey Bieber. You can partner with a local chef or a popular local fitness instructor for a "Signature Sandwich" or "Power Smoothie" exclusive to your store. Make it limited, make it pretty, and watch the locals post about it.
4. How to Win on TikTok Without "Dancing"
This is the most common objection I hear from clients at Innovar. "George, I am not dancing."
Good. Please don't. Here is what actually works for business growth:
Educational Content: Show how to pick the perfect avocado. Explain why your sourdough is better than the big-box store's.
Behind the Scenes: People love seeing the "stocking the shelves" process. It’s oddly satisfying and builds trust.
Response Videos: Use the "Reply with Video" feature to answer customer questions. It shows you are human and listening.
TikTok Is Changing How Shoppers Discover Food & Grocery Products
Consumers no longer wait for TV ads or week-long promotions. Today:
71% of TikTok users have bought a grocery or food product after seeing it on the app (source: TikTok Marketing Science).
Videos using the hashtag #FoodTok have over 100 billion views.
Retailers report 20–40% sales lifts when products trend locally on TikTok.
TikTok is now where grocery shoppers discover what to try next.
And in 2025, this discovery-to-purchase journey is faster than ever.
Key Takeaways for 2025
TikTok is the #1 engine for grocery and CPG growth in 2025.
Shoppers use TikTok to discover new food, drinks, and grocery items.
Influencers, UGC, and micro-trends help brands blow up overnight.
Local TikTok content drives in-store traffic and boosts impulse sales.
Consistency, authenticity, and human-centered storytelling win.
Stop selling features. Start selling "usage occasions" (e.g., "The perfect snack for your 3 PM slump").
Leverage Creators. Don't just post from your brand account. Send free product to local micro-influencers (10k-50k followers) and let them review it.
Think Search. Use text overlays and captions so people can find you when they search for "best grocery store in [Your City]."
“In 2025, TikTok isn’t just where attention lives — it’s where buying decisions start.”
FAQs: TikTok for Grocery & CPG
Q: Do I need a huge budget for TikTok ads?
A: No. In fact, raw, unpolished videos often perform better than expensive productions. We call this "Lo-Fi content." It feels authentic, not like a commercial.
Q: How often should we post?
A: Consistency beats intensity. Aim for 3-5 times a week. It’s better to post simple videos regularly than one "perfect" video a month.
Q: Can I track the ROI?
A: Absolutely. With TikTok Shop integrations and specific promo codes (e.g., "TikTok10"), we can track exactly how much revenue a video generates.
Q: Is TikTok really effective for grocery stores?
A: Yes. Grocery stores using TikTok report bigger foot traffic, better product sell-through, and stronger relationships with local shoppers.
Q: What types of CPG products go viral on TikTok?
A: Beverages, kombucha powder, snacks, supplements, sauces, honey, proteins, and seasonal foods.
Ready to Grow Your Grocery Store or CPG Brand With TikTok?
At Innovar Marketing Agency, we don't just chase trends; we build revenue-first strategies. If you’re tired of vanity metrics and want a marketing plan that actually moves product off the shelves, let's talk.
Innovar Marketing Agency helps grocery stores and CPG brands grow fast using:
✔ TikTok strategy
✔ Influencer partnerships
✔ UGC content
✔ Local SEO
✔ Retail marketing
✔ High-converting campaigns
🌐 Explore Innovar Marketing Agency → innovaragency.com
➡ Let’s create a TikTok strategy that brings shoppers to your store and buyers to your brand.
