1、CONSUMER TREND HIGHLIGHTS Q1.2024APRIL 2024The pace of trends on TikTok can be overwhelming,but with Spates quarter-over-quarter TikTok analysis combined with our new convergence score,this report extracts key learnings from multiple platforms.Across beauty,wellness,food&beverage,and ingredients tha
2、t span all of the above,this new report highlights the hot consumer topics on TikTok from Q1 of 2024.This report spotlights a collection of viral moments,covering everything from skincare treatments to innovative liquor formats,to help you understand the consumers appetite for trends in Q2 and beyon
3、d.Have questions?Request your free trial for more complexion data,and to get your questions answered.Thank you,Olivier and Yarden,co-founders of SpateHOT TOPICS IN Q1.2024CONVERGENCE:COMPARING PLATFORMSSpates new convergence score within trend health stats gives an at-a-glance view of performance ac
4、ross TikTok and Google Search.SPATE 3While this report is anchored in TikTok data,Spates convergence score indicated on the spotlight trends highlights the journey of a trend from entertainment-only on TikTok to something consumers are interested in trying or buying in real life,as indicated by Goog
5、le Search data.NEW!METRICS:DATATRANSLATIONViews:Average weekly views of videos in the US with the included hashtags:past 4 weeksQoQ:Quarter-over-Quarter growth rate:views this month vs.views last monthConvergence:This metric compares how a trend is performing on TikTok versus Google Search.Volume:Mo
6、nthly search volume averaged over the past 12 monthsCATEGORIESBEAUTYWELLNESSFOOD&BEVERAGEINGREDIENTS5BEAUTYViral nails,skincare treatments,the the latest trending hair colors,and more.The following top Q1 beauty TikTok trends shed light on where the beauty consumer is headed this summer.Top growing
7、beauty trends on TikTok this quarter include skincare preferences like oil-free makeup remover and cleansing powder.Nail trends indicate a preference for kitschy looks like citrus nails alongside clean,fresh looks like baby French nails.Hair trends suggest consumers use TikTok to discover new color
8、trends and brands.Overall,consumers are increasingly turning to TikTok for visually impactful beauty trends.Brands should capitalize on this opportunity to capture consumer attention on the platform.BEAUTY TRENDS ON TIKTOKSPATE 7Source:TikTok US Data Quarter-over-Quarter ending Week of March,18 2024
9、.TrendViews QoQ growth eyebrow feathering14.4K+3,713.8%peel pad574.1K+1,481.5%citrus nails167.4K+1,409.4%laser skin tightening1.1M+1,081.5%baby french nails6.6K+991.8%caramel highlights1.1M+455.5%oil free makeup remover3.8K+441.1%skin flooding2.2M+319.2%matte lip gloss263.7K+266.2%cleansing powder25
10、7.7K+241.7%HOW BIG IS THIS TRENDHOW COMPETITIVE IS THE SPACE?WHO OWNS THE MARKET SHARE?STATS+241.7%QUARTER-OVER-QUARTER GROWTH IN VIEWSxxclick to view top post of all timeBook your free trialto explore posts driving viewsjunocoBrandsSearch Volumetatcha2.4Khanalei810suisai710862.2%HIGH CONVERGENCE SC
11、ORESPATE POVCLEANSING POWDERCleansing powders high convergence score of 62.2%across TikTok and Google search highlight the trends influence on the modern consumer.Top(Google)searched brands alongside cleansing powder like Tatcha and Hanalei highlight the interest of this product format from consumer
12、s at different price points.Junoco owns the trend on TikTok.Source:JUNOCO CaliforniaCLEANSING POWDER ON THE SPATE DASHBOARDSource:TikTok US Data Quarter-over-Quarter ending Week of March,18 2024;Google Search data,average monthly search volume ending March 2024(US).WELLNESSFrom supplements to zodiac
13、 signs,the top wellness trends on TikTok from Q1 not only showcase where consumers are seeking to optimize their lives,but also reveal the latest buzzworthy practices captivating wellness enthusiasts on TikTok.These are the top growing wellness trends on TikTok quarter-over-quarter.The interest in t
14、rends such as brown noise and pillowcases on TikTok point to the growing interest in sleep hygiene.The growth in supplements like probiotics and collagen drink showcase the focus on health.Other collagen trends also show growth on TikTok this quarter indicating opportunity for wellness and beauty br
15、ands to educate consumers on the impact of ingestible collagen.WELLNESS TRENDS ON TIKTOKSPATE 10Source:TikTok US Data Quarter-over-Quarter ending Week of March,18 2024.TrendViews QoQ growth brown noise2.9M+307.4%collagen powder933.1K+84.8%collagen peptides1.6M+72.3%pillowcase1.2M+71.7%hyrox450.1K+62
16、.1%probiotics13.4M+46.1%pisces zodiac sign49.0M+44.8%protein oats515.4K+35.2%keratin3.1M+27.8%protein shake8.3M+25.7%collagen drink1.2M+25.5%HOW BIG IS THIS TRENDHOW COMPETITIVE IS THE SPACE?WHO OWNS THE MARKET SHARE?STATS+35.2%QUARTER-OVER-QUARTER GROWTH IN VIEWSxxclick to view top post of all time
17、Book your free trialto explore posts driving viewsbrittany.hume1163.8%HIGH CONVERGENCE SCORESPATE POVPROTEIN OATSHearty and healthy,this Q1 TikTok trend is tracking closely on Google search.With a convergence score of 63.8%,protein oats are capturing the interest of consumers across platforms.Brands
18、 with oats and oatmeals should optimize on both TikTok and search for protein oats.BrandsSearch Volumequaker2.1Kpremier1.6Kseven sundays1.1KSource:UnsplashPROTEIN OATS ON THE SPATE DASHBOARDSource:TikTok US Data Quarter-over-Quarter ending Week of March,18 2024;Google Search data,average monthly sea
19、rch volume ending March 2024(US).FOOD&BEVERAGESweet and savory,the top food&beverage trends on TikTok from Q1 tell a story about what the consumer is hungry for.From viral recipes to dairy free options,these trends offer a glimpse into the cravings of consumers online.These are the top growing food&
20、beverage trends on TikTok Quarter-over-Quarter.From traditional recipes like turkey lettuce wraps,and mandarin chicken,to trendy formats like color changing gin,cascatelli,and sponge candy the modern digital eater has eyes bigger than their stomachs.Whether playing into trends,or placing products in
21、to trustworthy recipes,brands and creators can utilize TikTok to drive interest toward a variety of culinary creations.FOOD&BEV TRENDS ON TIKTOKSPATE 13Source:TikTok US Data Quarter-over-Quarter ending Week of March,18 2024.TrendViews QoQ growth eye round roast18.0K+7,274,400.0%linzer tart cookie55.
22、8K+1,591,740.0%cascatelli644.6K+13,077.0%cucumber sauce20.2K+10,619.0%turkey lettuce wraps35.9K+7,206.4%blueberry oatmeal1.0M+5,546.0%pork burger388.6K+2,736.0%mandarin chicken164.2K+2,715.4%dairy free cake232.0K+1,910.1%color changing gin451+1,875.7%sponge candy255.6K+1,526.8%HOW BIG IS THIS TRENDH
23、OW COMPETITIVE IS THE SPACE?WHO OWNS THE MARKET SHARE?STATS+5,546.0%QUARTER-OVER-QUARTER GROWTH IN VIEWSxxclick to view top post of all timeBook your free trialto explore posts driving viewsvicwryd1454.3%MEDIUM CONVERGENCE SCORESPATE POVBLUEBERRY OATMEALWith a convergence of 54.3%this seemingly diff
24、erent trend has more in common across platforms than meets the eye.From easy to make recipes on TikTok,and easy to get choices being searched on Google,one thing is for sure when it comes to oatmeal:consumers want it to be simple and sweet.BrandsSearch Volumestarbucks1.1Kquaker320Source:StarbucksBLU
25、EBERRY OATMEAL ON THE SPATE DASHBOARDSource:TikTok US Data Quarter-over-Quarter ending Week of March,18 2024;Google Search data,average monthly search volume ending March 2024(US).INGREDIENTSThe top growing ingredients on TikTok from Q1 cover trends across beauty,food,and beverage categories,showcas
26、ing key flavor profiles and skincare essentials top of mind for consumers.Whether its semolina or hyaluronic acid,these ingredient trends underscore the foundational elements consumers prioritize in their products,driving innovation and consumer interest across CPG.The top growing ingredient trends
27、on TikTok Quarter-over-Quarter highlight key themes across categories.From fruits like japanese plums and star apples,to familiar skincare ingredients like hypochlorous acid and hyaluronic acid the top overall ingredient trends on TikTok give insight into the flavors and functionalities consumers ar
28、e engaging with on the app.OVERALL INGREDIENT TRENDS ON TIKTOKSPATE 16Source:TikTok US Data Quarter-over-Quarter ending Week of March,18 2024.TrendViews QoQ growth fava bean16.6K+1,221.7%spearmint1.3M+267.5%banana27.5M+220.5%tamarillo40.7K+192.4%hypochlorous acid1.6M+192.3%horseradish885.0K+177.7%ja
29、panese plum3.7K+160.0%yellow lentils2.2K+149.6%star apple89.1K+129.7%hyaluronic acid1.8M+127.0%agaricus12.7K+110.9%semolina 159.0K+103.6%HOW BIG IS THIS TRENDHOW COMPETITIVE IS THE SPACE?WHO OWNS THE MARKET SHARE?STATS+192.3%QUARTER-OVER-QUARTER GROWTH IN VIEWSxxclick to view top post of all timeBoo
30、k your free trialto explore posts driving viewsabigailfeehls1751.2%MEDIUM CONVERGENCE SCORESPATE POVHYPO-CHLOROUS ACIDHypochlorous acid has grown+192.3%Quarter-over-Quarter on TikTok with a 51.2%convergence score across platforms.The growth in TikTok views for hypochlorous acid follows the growth fo
31、r the ingredient on search,revealing that the consumers interest of hypochlorous acid does not originally stem from a viral video.Brands with hypochlorous acid in their products should work to bring awareness to their brands through growing interest in this ingredient.BrandsSearch Volumeocusoft90Sou
32、rce:PexelsHYPOCHLOROUS ACID ON THE SPATE DASHBOARDSource:TikTok US Data Quarter-over-Quarter ending Week of March,18 2024;Google Search data,average monthly search volume ending March 2024(US).HOW BIG IS THIS TRENDHOW COMPETITIVE IS THE SPACE?WHO OWNS THE MARKET SHARE?STATS+103.6%QUARTER-OVER-QUARTE
33、R GROWTH IN VIEWSxxclick to view top post of all timeBook your free trialto explore posts driving viewsphoebessourdough1855.9%MEDIUM CONVERGENCE SCORESPATE POVSEMOLINA The growth in views for semolina on TikTok follows the growth on search with a convergence score of 55.0%across platforms.The consum
34、er interest in semolina started gaining momentum on search long before it peaked on TikTok showcasing the steady rise of this consumer trend long before it became a source of entertainment on social media.BrandsSearch VolumeBobs red mill260Source:UnsplashSEMOLINA ON THE SPATE DASHBOARDSource:TikTok
35、US Data Quarter-over-Quarter ending Week of March,18 2024;Google Search data,average monthly search volume ending March 2024(US).SPATE POVAcross the top TikTok trends growing quarter-over-quarter are key insights into changing consumer preferences that reflect the following:Aura of Health:Trends lik
36、e eyebrow feathering,laser skin tightening,oil-free makeup remover,hyaluronic acid,collagen powder,skin flooding,and collagen peptides signifies a growing awareness of skin and hair health and hydration.These trends emphasize a holistic approach to beauty,focusing on hydration and improved texture b
37、y nurturing the body topically and from within.Ethnic and Cultural Influences:Trends like tamarillo,Japanese plum,and Mandarin chicken showcase a growing preference in cuisines and flavors from beyond the US.Consumers are exploring diverse flavors and ingredients,reflecting a multicultural approach
38、to food and beverage choices.Brands should keep an eye on the cultural influences top of mind for the US consumer and innovate on ways to incorporate these trends into portfolio products.A Curated Cross-over:The trend in functional foods and supplements emphasizes products offering added health bene
39、fits beyond basic nutrition,like protein oats and collagen peptides for improved digestion and glowing skin.This extends to a curated cross-over of multifunctional products,such as collagen drinks merging beauty and nutrition,innovative pasta like cascatelli,and simplified skincare solutions like cl
40、eansing powders and peel pads.Over 20BN search signals and 60M TikTok videos to spot the next big trend.Start your free trial today.www.spate.nyc 21Whats the next big trend?Which brands areowning the space?How to positiona product?SPATE:A DATA DASHBOARD FOR CONSUMER TRENDS.20 billion search signals and over 60 million beauty-related TikTok videos across the Globe to reveal exciting trends.Measure level of competition within a space.Compare consumer interest across brands,including DTC.Contextual data to identity consumer needs,(claims,concerns,ingredients)for messaging.21
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