In today's fast-moving consumer landscape, TikTok has evolved into a critical market intelligence tool, offering a direct, data-driven lens into emerging consumer needs and consciousness. As TikTok becomes increasingly prevalent, particularly among Gen Z users, a brand's ability to successfully uncover new market opportunities now hinges on its capacity to interpret the digital trends.
Look no further than the rise of F&B Wellness, a fast-growing movement blending health, functionality, and mindfulness. Fueled by views and hashtags, TikTok trends illustrate how digital signals can both validate emerging market opportunities and reveal how a new generation of health-conscious consumers defines and pursues wellness.
Quantifying a Cultural Shift
Over the past year, wellness has become an increasingly important focus in TikTok’s Food & Beverage landscape. Leading this category is Beverage Wellness (+427% YoY), the fastest-growing F&B trend on the platform with an exceptional growth in view volume. Comparable growth in related categories such as Gut Health (+93% YoY) and Health and Wellness (+64% YoY) also remain as fast-growing in this category reflecting a broader consumer shift toward holistic well-being.
Source: Kantar Digital Analytics, TikTok Trends, September 2024 - August 2025
What stands out is how consumers are redefining Beverage Wellness to encompass both physical and emotional aspects of well-being. Popular hashtags in this category such as #oxyshredenergy, #stayhydrated and #honeysticks highlight trends in physical wellness, while #winetok and #takingtheedgeoff puts focus on relaxation and emotional restoration. Together, these behaviors signal a broader shift in how wellness is practiced, transforming it into a daily, accessible ritual that combines functionality with emotional balance. For brands, this represents a unique opportunity to engage consumers with products and messaging that resonate holistically, addressing both body and mind.
Source: Kantar Digital Analytics, TikTok, September 2024 - August 2025
Together, these signals illustrate a deeper cultural shift rather than a fleeting trend, with hydration and functional wellness redefining modern wellness, showing how consumers are incorporating mindful habits into their everyday routines.
Mapping the Trend: From Ingredients to Intent
The growing emphasis on wellness across TikTok signals more than digital engagement. It highlights tangible market opportunities. In the F&B landscape, the wellness ecosystem is driven by several sub-trends that shape the category and influence consumer behavior. Hashtag analysis across Beverage Wellness, Health and Wellness, and Gut Health categories reveals interconnected clusters of superfood ingredients, daily rituals, and lifestyle accessories that brands can activate.
The Hydration Aesthetic: Hashtags like #stayhydrated, #hydrationhack, and #glasscupswithstraw show how hydration is becoming a lifestyle statement, creating opportunities in drinkware and wellness accessories.
Superfood Ingredients: Communities around #matcha, #shilajit, and #applecidervinegar highlight function.
Relaxation Rituals: Hashtags such as #winetasting, #winelovers, and #sleeptips demonstrate how indulgence is reinterpreted through wellness, positioning beverages as tools for calm and recovery.
Adjacent trends such as #juicing and #keto illustrates a broader evolution of healthy lifestyle and dietary trends. These insights provide brands with a roadmap to innovate products and create content that resonates with a wellness-focused audience.
The Blueprint for Brand Power
The rise of 'Beverage Wellness' provides a powerful blueprint for leveraging digital data to enhance brand power and validate business decisions.
1. Spot Market Shifts: TikTok trends reveal emerging trends such as Beverage Wellness and Gut Health give brands real-time visibility into evolving consumer behaviors and needs.
2. Decode Consumer Motivation: Analysing top-performing hashtags and relationships help to uncover emotional and cultural drivers behind wellness, from personal development to relaxation.
3. Boost Brand Relevance: Hydration rituals, superfood ingredients, and relaxation trends provide actionable opportunities for brands to engage audiences meaningfully and strengthen emotional resonance.
By translating TikTok's data into these actionable insights, brands don't have to create demand for new wellness products; they simply have to meet it. This data-first approach allows them to enter a pre-validated market with a product tailored to a proven consumer desire, strengthening their relevance and accelerating their path to growth.
Want to find out more about these TikTok trends and how your brand can uncover new market opportunities? Get in touch with Gaganpreet.Kour@kantar.com
