From vlogs to food hauls, grocery store tourism gains popularity on social media
If TikTok is any indication, grocery stores are becoming popular sight-seeing spots for travellers within Canada and abroad.
In one video with more than 65,000 views, travel vlogger @meganclaarke highlights the must-see goats on the roof of the Old Country Market in Coombs, B.C. In another, American tourist @brooke.goes.birding takes a trip to a Walmart in New Brunswick to pick up bagged milk and ketchup chips—garnering around 93,000 views.
The trend is no surprise as more social media creators find their niche in the food space, sharing recipes, grocery store hauls and tours of their favourite shops. Asian grocery chain T&T Supermarket is one banner that has taken TikTok by storm, with videos about the retailer’s stores attracting millions of views.
According to Marketing Manager Rachel Lin, Loblaw-owned T&T prides itself on being a destination where shoppers can “immerse themselves in diverse culinary experiences.” A curated selection of special Asian items draws locals and visitors who want to explore the vibrant flavors and ingredients offered, and with the rise of social media platforms, “many customers are sharing their discoveries online, further fueling this trend," Lin says.
Expedia Group’s recent Unpack 25 report on travel trends for next year notes that videos like these are helping inspire “goods getaways,” where travellers are now frequenting supermarkets and grocery stores to find local delicacies. The company’s global research shows that 39% of travelers usually visit a grocery store and 44% shop to buy local goods they can’t get at home, especially gen Zs. “On TikTok, everything from a chocolate bar from Dubai, skincare products from Korea, candy from Japan and butter from France have gone viral—gen Z can’t wait to get their hands on these specialty goods,” note the report authors.
Case in point: Loblaw’s President’s Choice TikTok, which highlights unique produce, Canadian-only products and recipes, has some 53,000 followers. Similarly, T&T staff say they actively engage younger customers by introducing innovative pastries and unique food items from the bakery and kitchen departments. There are also many international students —particularly from Asian countries—who visit T&T to find familiar products and flavors from home, which helps them stay connected to their culture.
Mark Baum, senior vice-president of industry relations and chief collaboration officer at The Food Industry Association (FMI), says “At its heart, food retailing is local and reflects local communities and culture, so it makes sense that when consumers become travelers and visit different places, they want local experiences, which are reflected in local grocery stores.”
On top of that, he says this trend of traveling to experience different grocery stores stems from consumers’ real delight in grocery shopping overall. FMI’s U.S. Grocery Shopper Sentiment Index—which accounts for shoppers’ collective feelings and attitudes toward grocery shopping and how they feel about their current primary store—shows that shoppers are enjoying grocery shopping these days at an index of 68%, even while facing higher food prices.
READ: Why TikTok is ripe with opportunities for grocers
Baum credits grocers for doing their part to elevate the shopping experience post-pandemic to draw people in—both for local and travelling shoppers. According to FMI, investments in foodservice/deli departments have been significant, with food retailers surveyed reporting increasing space allocations for fresh grab-and-go sections (79%), chef-made-to-order stations (29%) and fresh prepared self-service bars/buffets (26%). Retailers are also increasing staff in this department, including chefs, bakers, pastry chefs and in-store dining.
“We are really seeing food retailers and suppliers create innovative spaces in their stores,” says Baum. “Food is experiential…[it] is tactile, nourishing and nurturing, and consumers are seeking those things when they travel.”
Bruce Winder, a retail analyst based in Ontario, says the supermarket tourism trend is one grocers should definitely keep an eye on, especially now that Gen Zs are starting to generate income for the first time. “They love to travel and food is a big part of that as they like to experience new foods and take pictures for social media,” he says. “As this generation becomes more important from a spending perspective, this is an opportunity for grocers to showcase [their items].”
