From Dubai chocolate to Dua Lipa’s drink recipe, food trends were big business in 2024 on social media. With 539 million posts on Instagram and 48 million posts on TikTok, the hashtag #food continues to grow – creating more and more viral must-try recipes.
So which trend could take the top spot in 2025?
Air fryer s’mores
There are more than 670,000 videos on TikTok with the hashtag #airfryer and the latest air fryer recipe trend features a twist on a classic American sweet treat.
S’mores are an American dessert often eaten around the campfire and they're traditionally made with chocolate, marshmallows and Graham Crackers, however in the UK most people use plain digestives. This air fryer version involves putting marshmallows and chocolate into the appliance, waiting for it to melt and then scooping it up with a biscuit. The moreish dessert has been tried and tested by influencers all over the world, with one video posted by @jordan_the_stallion8 amassing an impressive 7.6 million views!
Recipes often go viral on TikTok because they pop up on For You Pages, which helps to increase their popularity. Algorithms use information such as posts you have liked, commented on and shared to promote certain content on your FYP and make it more personal to you.
Dubai chocolate strawberries
With over 220,000 videos on TikTok, who could forget the viral Dubai chocolate craze of 2024? And if that wasn't exciting enough, an English favourite has been added to the mix this year!
Starting back in December 2024 and increasing in popularity throughout January, fans of Dubai chocolate and chocolate covered strawberries, have decided to put the two together to create – that’s right – Dubai chocolate strawberries. Content creator @tinekeyounger who often uploads cooking videos, made this tasty treat from scratch, gaining more than 11 million views. Versions of this trending dessert have already made their way to cafes and dessert parlours across the world.
Dubai chocolate has been circulating on social media for more than a year now and if you keep seeing posts about it, it may be because algorithms get to know the type of content you are interacting with and liking. They then use this information to continue to push these posts to the top of your feed.
Pomegranates
Lavashak – a Persian sweet treat that’s typically made with dried fruit – has been all over social media during the past 12 months, and pomegranate has emerged as one of the most popular flavours. Social media posts of lavashak coated in pomegranate seeds have taken over TikTok recently, with some gaining 1.7 million likes. It's believed an online food business was one of the main drivers of the trend.
And it isn’t the only pomegranate-themed dish that’s been taking social media by storm. Snacks that combine pomegranate seeds with chocolate chips have recently featured in videos getting up to 500,000 likes.
One of the reasons pomegranate seeds are becoming more popular is due to their health benefits – they are thought to reduce the risk of heart disease and promote a healthy gut. However, the health benefits of an ingredient can be impacted by whatever else you are adding to a recipe, so you should always consult reputable online resources such as the NHS to find out more about the overall nutritional value. This will help you to decide if what you're eating is suitable for your diet.
Matcha-covered cherries
Matcha is a type of green tea which is made from the youngest, freshest part of a Camellia sinensis plant – the leaves. Originating in east Asia, matcha has become extremely popular and back in 2023, matcha drinks saw a 202% rise in UK sales. Now people are putting it on everything!
Matcha-covered strawberries, almonds, and pretzels are just a few of the many matcha-coated treats gaining likes across social media but what about matcha-covered cherries? One influencer helped reignite their popularity this February, with a viral video racking up 1.8 million views.
When we see our favourite influencers joining in with upcoming trends or sharing products that are trending, it can lead us to believe everything they do/say. It's always a good idea to find out more by checking reliable sources when looking for further information to back up what you are reading.
Seafood boils
In the US, the term 'seafood boil' often refers to a community food gathering where a variety of seafood is cooked and enjoyed at an open-air picnic. However, on TikTok where the hashtag #seafoodboil has more than 250,000 videos, 'seafood boil' refers to cooking a variety of seafood together – often with a mix of non-seafood ingredients. There is no specific origin date for the dish, however the traditional Cajun cooking style of a seafood boil can be traced back to French origins in what is now Canada.
Seafood boils trended on social media throughout 2024 and have continued to prove successful into 2025, with recent videos gaining up to 29 million views on TikTok.
When viewing food content online, you should use trusted sources if seeking advice about allergies and what may or may not be suitable for you to eat. Not all viral recipes will be for you, so make sure you check what is involved before participating in a food trend.
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