Crystal candy, matcha and nootropic energy drinks top TikTok food trends

By Julia Wray | Published: 22-Sep-2026

Products with distinctive colours, textures, sounds, packaging and preparation methods give creators more to work with and are capturing consumer attention

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Crystal candy, matcha and nootropic energy drinks top TikTok food trends

Matcha, ASMR-friendly crystal candy and energy drinks that improve cognitive function are among TikTok’s hottest food and beverage trends.

Research shared by data intelligence firm Charm.io showed that candy (US$57.3m), tea ($47.4m) and sports/energy drinks ($41.3m) were the three subcategories driving food and beverage sales on TikTok Shop between August 2025 and July 2026.

Gem-like crystal candies – a favourite among content creators for their ASMR video-friendly crunch – garnered 33.9 million views in August, with concepts like low-sugar candies and chili-laced ‘spicy’ candies proving popular.

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