TikTok’s cucumber craze: What’s next for the viral veggie?

TikTok’s viral cucumber salad recipe has catapulted cucumber into the limelight. What was once known as simple salad staple has now exploded into the mainstream worldwide, with consumers using the ingredient as a base for flavour experimentation in the form of spicy sauces, creamy cheese toppings, cocktails, dressings, and more.

Continuing to capture the consumer’s eye

Our top food & beverage trends report highlights a growing trend that we’re expecting to dominate 2025 – back to basics nutrition. Consumers are turning back to fundamental nutrition truths in response to an increasingly complex diet and wellness space, with most European consumers eating healthier now than they were five years ago.[1]

The solution to this is simplicity – straightforward ingredients with easily understood nutritional claims like cucumbers are the perfect ingredient here. Light, fresh and packed with nutrients, they’re a great base for salads much like the TikTok viral one, which combines the ingredients with richer ingredients like sesame oil and soy sauce. And as the warmer months approach, consumers are looking for hydrating and fresh ingredients to incorporate into their everyday diets – we’re expecting cucumber to shine as a recognisable ingredient in the face of modern wellness trends. So, is the cucumber craze here to stay? At SVZ, we think so!

And this doesn’t stop at cucumber – fruit and vegetable manufacturers can also utilise other summer vegetables like sweet potato and spinach, which are great options for capitalising on the consumer’s trending appreciation for fresh, simple dishes. Additionally, with plant-based food trends turning away from ultra processed foods, these veggies can act as a nutritious base to a great tasting, ‘clean’ snack or side.

SVZ’s summer selection

It’s not just cucumbers in their whole form that can benefit from this trend. Our offer a fresh base for summer product innovations like cocktails, dressings and spreads. They can also provide a low-sugar, nutrient-packed alternative to traditional juice blends, while tapping into the latest consumer food and beverage trends. For more information on our summer vegetable portfolio, or to learn more about utilising our cucumber juices and purees in your NPD, get in touch with the SVZ team.

[1] Filling the gaps: SVZ’s top food and beverage trends for 2025