For its annual Consumer Trends Report, Gopuff analyzed orders across the country to identify the most popular products and flavors of the year. In 2024 and beyond, the consumer goods and food delivery company found that viral social trends drove customer behavior and that customers continue to seek greater value through discounts and offers.

Social media will play a bigger role in product discovery and purchasing decisions in 2025. Building on what happened in 2024, Gopuff expects social trends to continue having an outsized impact on customer purchases in the new year. As creators continue to develop unique and visually appealing food creations, customers look to try these creations out for themselves. Operators need to act quickly to capitalize on relevant moments, as they tend to burn out quickly.

Last year, Gopuff predicted value would continue to drive purchasing decisions in 2024 for increasingly cost-conscious customers, and that will continue into 2025 as inflation and economic uncertainty maintain their stranglehold on society.

Customers will turn to retailers and loyalty programs offering clear discounts and budget-friendly prices. That proved to be true in 2024 as customers began placing more orders from Gopuff’s redesigned Deals Center throughout the course of the year. Last month, nearly 1 of every 3 products sold came from the Deals Center as customers sought out greater value — and it’s paying off. With lower prices on hundreds of essentials, $0 delivery fees, weekly deals and more, Gopuff’s FAM members saved an average of $30 per month — that’s $360 per year.

Because Gopuff is vertically integrated and brings products to customers in as fast as 15 minutes, it is uniquely able to track trends in real time and monitor the impact of these trends on sales, orders, searches and more. Some of the major social media trends and TV moments over the past year that influenced purchasing behavior included:

• The Sleepy Girl Mocktail – In January, creator Gracie Norton’s recipe for the “Sleepy Girl Mocktail,” made with cherry juice, Poppi and magnesium, went viral. Customer behavior on Gopuff reflected this trend in real-time. In January, searches for the Sleepy Girl Mocktail ingredients were 111 percent higher compared to the 2023 average. Searches for Tart Cherry Juice specifically were 131 percent higher in 2024 when compared to 2023 and prebiotic soda orders were 127 percent higher in the first quarter of 2024 when compared to the 2023 average.
• Josh Wine – At the top of the year, memes about Josh Cellars wines went viral because of its name. As a result, Josh Cellars secured the top spot as the best-selling wine brand on Gopuff in January, boasting an impressive 35 percent year-over-year increase in sales.
• Cottage Cheese Everything – TikTok has been flooded with recipes for cottage cheese everything — toast, mac and cheese, protein cookie dough and much, much more. Cottage cheese captured consumers' hearts online so much that the high-protein, low-calorie food saw a 166 percent increase in orders on Gopuff this year.
• Cucumber Salad – Creator Logan Moffit, also known as “cucumber guy,” went viral this summer after posting TikTok videos detailing the best way to ‘eat an entire cucumber.’ Moffitt’s creations looked good enough to eat, with searches for “cucumber” rising 28 percent in August as the trend took off. Gopuff sold more cucumbers in August than any other month that year.
• Diet Pepsi – In the three weeks following the release of Addison Rae’s song “Diet Pepsi”, which became a frequently-used TikTok song, Gopuff observed a 10 percent increase in orders for the product compared to the weeks preceding the song release.
• Hear Me Out Cake – On TikTok this fall, people began revealing their deepest, darkest secrets through the “Hear Me Out” cake trend, placing cut-outs of fictional characters on cakes. When this trend sparked in October, orders for cake mix increased by 24, when compared to the previous month.