Viral TikTok Trend Causes Cucumber Shortage in Icelandic Stores

Viral TikTok Trend Causes Cucumber Shortage in Icelandic Stores

Icelandic supermarkets are grappling with an unexpected cucumber shortage, sparked by a viral TikTok trend that has led to a surge in demand.

Social media influencers in Iceland have popularized a salad recipe featuring grated cucumber, sesame oil, garlic, rice vinegar, and chili oil, causing farmers to struggle to meet the growing appetite for cucumbers.

According to the Horticulturists’ Sales Company (SFG), the association representing Iceland’s farmers, the trend has created unprecedented demand, with supermarkets reporting skyrocketing cucumber sales.

Hagkaup, one of Iceland’s supermarket chains, revealed that cucumber purchases have more than doubled, though the company questioned whether the TikTok trend was solely to blame.

Kristín Linda Sveinsdóttir, SFG’s marketing director, acknowledged the recipe’s popularity, stating that farmers are racing to increase supply but expect to stabilize the market within a week. She also noted that other ingredients in the viral recipe are also selling out rapidly.

The trend traces its origins to Canada, where TikTok influencer Logan Moffitt, known as the “cucumber guy,” has been sharing innovative cucumber recipes with his 5.5 million followers.

His daily posts, which often feature cucumbers mixed with ingredients like cream cheese and smoked salmon, have captivated audiences worldwide, including in Iceland.

Despite Moffitt’s influence, Icelandic experts caution that the cucumber shortage is not solely due to TikTok. Hagkaup’s food product manager, Vignir Þór Birgisson, explained that it is common for Icelandic cucumbers to be in short supply at this time of year, compounded by factors such as the replacement of cucumber plants and increased demand as schools reopen after summer.

Sveinsdóttir echoed these sentiments, noting that the TikTok trend emerged just as production was slowing down, exacerbating the shortage. She added that had the trend gained traction earlier in the summer, when production was at its peak, the impact might not have been as severe.

Iceland, with a population of about 393,600, produces around six million cucumbers annually. Despite the current shortage, Icelandic farmers pride themselves on their ability to supply fresh produce, even in challenging weather conditions.