Instacart Says Purchases of Salmon and Dried Seaweed Increased After Viral TikTok

Other ingredients in the bowl are also more popular.

October 11, 2021


Photo by: Javier Zayas Photography/Getty

Javier Zayas Photography/Getty

TikTok is officially influencing shopping trends! Sure, the social media platform has given us wildly popular dishes such as baked feta pasta and dalgona coffee, but the latest trending recipe — Emily Mariko’s Salmon Bowl — is actually influencing how people shop.

According to Instacart, a nationwide platform on which customers can have a variety of groceries delivered directly to their door, some key ingredients in Mariko’s viral creation are experiencing significant popularity spikes.

In fact, Instacart looked into its recent purchase data and found that orders containing both salmon and dried seaweed, each key ingredients in Mariko’s masterpiece, grew by 100 percent as of September 29. Additionally, Kewpie mayonnaise, another vital part of the dish, was up a whopping 155 percent just one week after Mariko’s initial TikTok post on September 21.

“Over the past week, we’ve noticed a huge increase in customers ordering salmon and dried seaweed together — a food combination that historically hasn’t seen rapid growth. And although Kewpie mayonnaise is steadily gaining traction amongst folks looking for a creamier mayo option, the recent increase for this condiment is also unusual and likely boasts a strong connection to this latest TikTok trend,” Laurentia Romaniuk, Instacart’s Trends Expert, said in a statement.

She added: “We’ve seen TikTok recipes take off before, especially when folks already have most of the ingredients on hand and they’re easy to make. In this case, if you have leftover salmon, you’re halfway there. It also helps when the final dish is delicious and full of rich flavors.”

Other ingredients in the popular dish include white rice, Sriracha, soy sauce, avocado and kimchi. Mariko also reheated her rice and salmon by nestling an ice cube on the plate and wrapping it in parchment paper — a hack Food Network Recipe Developer Amanda Neal says is great for rice dishes. “It works very well for reheating rice and other grains because the ice cube, along with the sheet of wax or parchment paper, creates steam in the microwave, which in turn warms the rice and reintroduces moisture so that it stays tender and fluffy,” she explained.

Since Mariko shared the video late last month, it’s earned more than 50.1 million views. And that’s not all! It’s also been recreated and duetted by countless users, with the hashtag #salmonricebowl boasting more than 16.1 million views to date.

If you're interested in recreating this viral dish, you better stock up on some salmon and rice!

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