Cucumber salad may be the most popular healthy dish in today’s world, full of indulgent and novelty foods aimed at consumption on social media.
When Canadian content creator Logan Moffitt posts his cucumber salad recipe, millions of people tune in. He has more than 6.8 million followers on TikTok and audiences around the world are captivated by his videos. Moffitt starts each recipe with a whole cucumber and adapts each salad to different flavor combinations, from kimchi to salmon cream cheese bagels.
The concept has motivated people around the world to try it out for themselves, and while there is a shortage in Iceland, it’s good news for cucumber growers in Australia. While prices of many vegetables are rising, cucumber prices are down 5.1% year-on-year thanks to good supply.
This is supported by an 8.6% increase in household consumption of cucumbers over the past year, driven by positive trends in packaged cucumber snacks and recipe inspiration spread on social media.
However, when we look at consumption by life stage, we find that certain cohorts have seen significant growth. Incredibly, consumption among young transitioning households aged 17 to 35 increased by 32.5 percent year-on-year. These consumers turn to TikTok for recipe inspiration instead of reading books.
