Matcha, ASMR-friendly crystal candy and energy drinks that improve cognitive function are among TikTok’s hottest food and beverage trends.
Research shared by data intelligence firm Charm.io showed that candy (US$57.3m), tea ($47.4m) and sports/energy drinks ($41.3m) were the three subcategories driving food and beverage sales on TikTok Shop between August 2025 and July 2026.
Gem-like crystal candies – a favourite among content creators for their ASMR video-friendly crunch – garnered 33.9 million views in August, with concepts like low-sugar candies and chili-laced ‘spicy’ candies proving popular.
“Crystal candy is made for sensory content,” explains Alex Nisenzon, CEO of Charm.io.
“Its gem-like appearance is aesthetically pleasing and its crunchy texture makes it great for ASMR-style videos.
“Creators film unboxings, taste tests and close-up product shots to feature these gem-like candies in engaging content.
“That combination of visual appeal, satisfying sounds and genuine reactions result in videos that stop the scroll and encourage viewers to imagine trying the candy for themselves.”
Nisenzon adds that “matcha has similar visual appeal.”
He explains: “Its bright green colour, creamy texture and step-by-step preparation make matcha latte videos satisfying to watch.
“Creators can also experiment with recipes, flavours and formats, which help a familiar drink continue to feel fresh and discoverable.”
As more consumers discover products through social content, manufacturers should think about how a new product will appear on camera
Indeed, matcha is enjoying something of a diversification on TikTok, data shows.
Creamy matcha lattes are, unsurprisingly, most in-demand with colour and texture-focused videos attracting 9.4 million views last month.
But Charm.io has also seen a spike in #ceremonialmatcha content (platforming high-grade matcha from the youngest spring leaves) and #ujimatcha content, featuring green tea grown in the Uji region of Japan.
Energy drinks fans, meanwhile, are prioritising natural caffeine and health-focused claims like ‘low-sugar’ and ‘no artificial colours.’
Beyond health, energy drinks’ value, taste and convenience are also emphasised in TikTok content.
Nootropics – aka, substances that improve cognitive function – boasted 4.9 million views on the app in August, behind only #caffeine and #energydrinkaddicts in popularity.
“Top-performing energy drink content appeals to health-conscious shoppers looking for an alternative to traditional soda or heavily sweetened energy drinks that don’t sacrifice taste,” Nisenzon says.
“Many videos also give viewers a reason to purchase immediately by highlighting affordable prices, exclusive flavours, value bundles, free shipping and limited-time deals.”
Manufacturing with TikTok appeal in mind
“As more consumers discover products through social content, manufacturers should think about how a new product will appear on camera,” Nisenzon advises.
“Distinctive colours, textures, sounds, packaging and preparation methods can capture attention and give creators more to work with.”
Additionally, Charm.io’s CEO recommends prioritising products that can be demonstrated, explained, or used in creative recipes, thereby giving creators more opportunities to develop engaging content.
“Value and urgency matter as well,” Nisenzon tells Food Formulator.
“Multipacks, bundles, exclusive flavours and limited-time offers typically work well on TikTok Shop as they shorten the path between discovery and purchase.
“Ultimately, the strongest products on TikTok give creators something interesting to show and consumers a clear reason to buy.
“Brands and manufacturers should consider both factors when developing and launching new products.”
