Big FMCG vs TikTok: Who leads trends and who can win?

10 Feb 2026

In the age of TikTok, big FMCG brands face challenges in leading trends due to the rapid pace at which social media influences consumer behaviour. While some brands like Lindt & Sprungli successfully adapt by fast-tracking product development, others like Coca-Cola struggle with longer cycles, missing opportunities like the bubble tea trend. Challenger brands, due to their agility, often capitalize on trends, but established brands can leverage their scale and create innovation through non-traditional collaborations and mystery flavours, ultimately needing to disrupt themselves instead of just following social media trends.

Read full article at Beverage Daily