TikTok's built-in shopping system is becoming a new frontier that food companies are competing to explore, with major brands like PepsiCo, Mars, and Hershey already increasing their investment in the social media platform.

According to official TikTok data, sales in the food category on TikTok Shop have more than doubled year-over-year, opening up a highly promising new growth channel for food manufacturers. Brands are not only using the platform to sell products but also as a source of information for innovation strategies, quickly responding to internet trends such as Dubai chocolate and freeze-dried candy.

This growth reflects what TikTok calls the full acceleration of "discovery commerce." A company spokesperson revealed via email that in 2025, search volume with purchase intent on the platform from U.S. users surpassed 103 billion, total transaction value grew nearly 80% year-over-year, and brand sales climbed 97%.

Food Dive interviewed Amanda Parker, head of food business at TikTok Shop, on topics such as how consumer packaged goods brands use TikTok Shop and how platform trends are reshaping innovation cycles. Below is an edited transcript of the interview, with some content condensed and integrated.

What role does TikTok Shop play in the consumer packaged food and beverage industry?

Amanda Parker:TikTok Shop is a content-driven discovery platform that blends both content and commerce. We transform content that was originally just a source of inspiration into directly purchasable opportunities, all within the same system. This means the path from a consumer discovering a brand-new brand, or learning about a new product from an existing brand, to finally placing an order is greatly shortened.

We serve a range from viral, content-first brands to emerging consumer packaged goods companies, to established brands with a century of history. For emerging brands, we provide a direct-to-consumer trial channel that lowers the barrier to market entry—they don't even need to partner with retailers to succeed. Traditional brands can reach new audiences and reignite interest in older products. Across all these types of brands, launching innovative or exclusive products presents significant opportunities.

What types of products are more likely to succeed?

We are a visual medium, so products that perform well typically have strong visual appeal—from packaging to usage scenarios. If a protein bar can be pulled apart on camera to show an interesting texture, that becomes very attractive. I often joke that we don't yet have "smell-o-vision" or "taste-o-vision," but visuals are key to sparking curiosity. Cultural relevance is equally important.

Products like candy salad and Dubai chocolate perform well because they can be quickly captured and showcased on the platform. Any product with a unique shape or extreme flavor—such as extra spicy or extra sour—can trigger strong reactions on camera. Additionally, products whose benefits are easy to clearly explain in videos also perform well, such as functional foods and beverages, where creators can tie them into consumers' health and wellness journeys. Ultimately, products that make people stop scrolling are the ones that fit us.

How do platform trends change the speed of product innovation?

One of the most interesting phenomena I've observed over the past year and a half is how platform trends translate into commercialization cycles. Take "popcorn candy" as an example: we first saw content-based trends emerge organically, then early adopters and more viral-native TikTok brands quickly commercialized them. Next, Skittles itself innovated on the product on an accelerated timeline and launched it as a TikTok Shop exclusive—right where the trend originated.

This cycle—from content trends to rapid commercialization to long-term product development—is fundamentally changing how food and beverage brands think about the speed of innovation, where innovation comes from, and opportunities for line extensions. We're hearing feedback from retailers that they are watching these trends and expect brands to follow up quickly. The impact is creating ripple effects across the entire industry.

What advice do you have for brands looking to maximize their use of TikTok Shop?

Entering our third year, we've made it clear that product selection with strong visual appeal and content orientation is especially critical. Prioritize products that are easy to demonstrate and attractive to creators.

Brands need to move quickly. We're in a constantly changing environment, and if a product fits a trend or unexpectedly goes viral, we want brands to be ready. We can't predict virality, but we can prepare for it. At the same time, I also advise patience—gaining market traction takes time.

Think of us as a channel for rapid feedback—the feedback loop here is faster than many other channels. Whether it's product launches, trials, or direct community engagement, feel free to come and try it. Also, be prepared to capture the "halo effect" across other channels. Investment in TikTok Shop will have an impact that extends to a brand's omnichannel business.

Does creator-led content outperform traditional polished advertising on the platform?

Overall, we find that authentic, directly engaging content from individual creators performs best. Users trust creators' recommendations and see them as part of the discovery process. Authentic, high-quality content—but not necessarily at the production level of traditional advertising—works because it creates that living-room recommendation experience that builds trust.

How should brands plan the products they offer on TikTok Shop?

Product assortment is the primary consideration. We observe that the most successful model is a "hero product" paired with multi-flavor variety packs and bundles to enhance discoverability. Variety packs allow consumers to try four different flavors and find the one they prefer.

We also encourage brands to consider "pillar moments"—that is, seasonal products and limited-time offerings. Combining evergreen products with seasonal peaks is key to making the product assortment effective.

What is the biggest mistake you see brands making?

A common pitfall is expecting this channel to operate like other channels. It's not just social media, and it's not just DTC—it's a unique combination of both.

Many sellers already have experience running ads or content on TikTok, so we advise them to specifically strengthen their Shop operations. The biggest misconception is viewing Shop as separate from the entire TikTok platform—they should be closely connected. TikTok Shop strategy affects media spend budgets, and vice versa. It's a closed-loop system where investment here benefits other parts of the business.