Analysis: Will Gen Z be filling their fridges from TikTok?

Ordering groceries on our phones has become second nature to many of us thanks to the likes of Tesco’s Whoosh, Deliveroo and Uber Eats.
That said, it may come as some surprise that more and more consumers are also using platforms such as TikTok Shop to stock their fridges and pantries.
At least one product that you could also buy in a supermarket is now sold every minute on the platform, with TikTok reporting its grocery sales are up 180% year-on-year.
It is also now one of the UK’s