[MONDAY MINUTE] TikTok Bullwhip Effect: Brutal Lifecycle of Viral Food Trends

Ever wonder where those viral packaged foods and beverages go once the hype dies? Welcome to the grocery aftermarket…and it’s thriving partly because the TikTok “Bullwhip Effect” is seemingly in overdrive. And that virality can trigger thousands of orders in hours, causing CPG brands to rush (now inflated) production runs. Although by the time the inventory hits warehouses and retail shelves, the internet has moved on. In fact, almost three out of every four Gen Z and Millennial shoppers report “buyer’s remorse within six months of trend-driven purchases.” This consumer "cooling" leads to a rapid drop in retail velocity…thus forcing CPG brands and grocery retailers to clear remaining stock through secondary liquidators like TJ Maxx or Ollie’s Bargain Outlet. Obviously, seeing those premium, organic, and/or functional products for like 75% off can ruin brand equity…but I’d argue overall categorical value perceptions can be impaired when certain product subcategories (especially nascent ones) flood aftermarket retailers. Regardless, which CPG brand have you surprisingly seen in the “discard” bins lately?