Young Australians are eating more cucumbers as recipes go viral on TikTok

Cucumbers are this year’s unlikely viral social media sensation, sparking a surge in sales among young Australians and shortages overseas.

The increase in cucumber consumption in 2024 has been linked to a series of simple cucumber recipes posted on TikTok by Canadian content creator Logan Moffitt that have been viewed tens of millions of times.

Logan Moffitt has attracted a lot of attention with his cucumber concoctions. (TikTok: @logagm)

Rabobank analyst Pia Piggot said although the trend was past its peak, research showed Australians were now eating more cucumbers, particularly among younger people.

“Especially in the age of Gen Z, and…probably partly because of the viral TikTok cucumber salads,” Ms Piggot said.

“In young and transitioning households, that is, people aged around 17 to 35, they have seen a very significant increase in their cucumber consumption over the past year.

“More than 30 percent in terms of volume.”

The “insanely popular” recipe videos have also been linked to spikes in demand for cucumbers internationally throughout the year.

Cucumber sales increased this year after several recipes went viral on TikTok. (ABC Riverland: Samantha Dawes)

“In places like Iceland, this has led to a shortage of cucumbers because people want to try this salad,” Ms Piggot said.

“It was an organic trend and I think people were really excited about the prospect of a new recipe that they hadn’t tried.”

Trends are changing eating habits

Even with a decline in cucumber prices of 5 percent over the past year, mainly due to seasonal conditions, the increase in consumption remained well above expectations.

Ms Piggot said viral recipe trends could help temporarily boost product sales and also lead to ongoing changes in consumer behavior.

“A few years ago, feta pasta went viral on TikTok and saw a significant increase in interest and people cooking and trying this recipe,” she said.

Pia Piggot says people aged 17 to 35 are eating more cucumbers this year. (ABC: Peter Rothwell)

“It clearly shows that this is where young people get their recipe inspiration.

“So if you are able to create trends and invest in marketing in the online social media space, there are certainly opportunities to increase consumption among younger consumers.

“Not everyone will continue to buy and consume these goods, but some of them will, so over a long period of time it’s quite positive.”

South Australian wholesaler George Antonas said demand for cucumbers was generally stable year-on-year, but 2024 had seen “peaks and lulls”.

He attributes it to a range of factors, not just the influence of social media.

“What’s happening now is we’re starting to have exceptional demand from the eastern states, particularly Queensland, because their season has ended very abruptly,” Mr Antonas said.

“Local sales have been excellent – many independent supermarkets are really driving cucumber sales.

“Whether that demand is driven by an influential video on social media is another thing entirely.”

Demand for cucumbers has increased in Australia. (ABC News: Jordanna Schriever)

South Australia is expected to produce large quantities this summer.

Mr Antonas hopes demand continues so nothing is wasted.

“Because of the tomato virus, many (farmers) have given up their usual tomato crops because they are too afraid of catching the virus and losing all their livelihoods,” he said .

“So instead of growing their usual tomatoes or peppers, they ended up putting in cucumbers.

“This will unfortunately create a lot of food waste.”

Although he doesn’t use TikTok himself, Mr. Antonas appreciates anyone using the power of social media to create demand for fresh produce.

“People who promote things like that and in different ways that actually appeal to consumers, we already love them,” he said.

“As long as the demand is there and we don’t throw anything away, I’m happy.”