The best UK Supermarket & grocery brands on TikTok in 2025
TikTok and Supermarkets
TikTok has quickly become an important place for UK supermarkets and convenience stores to show up. It’s where new products blow up, in store moments go viral, and brands feel more connected to a community rather than just being known as household names.
More so, TikTok has also become the go to platform where young consumers discover and share food trends.
49% of users have taken action after seeing supermarket or grocery content on TikTok, while 36% have followed a new recipe, 30% visited the supermarket in person, and 24% went on to buy a product from the supermarket (Grocery Gazette).
This presents a clear opportunity for supermarkets to blend entertainment with product discovery, using culturally relevant, engaging content to influence purchasing decisions and drive brand affinity on the platform.
In this report, we spotlight some of the most creative and effective supermarkets in the UK on TikTok. These brands stand out for their originality, consistency, and ability to connect with audiences in a way that feels authentic, engaging, and uniquely ‘TikTok’.
Methodology
To identify the Top 10 UK Supermarkets and Convenience stores on TikTok, we conducted an in-depth evaluation based on their organic content performance and strategy.
Our assessment focused on the following key areas:
Content Strategy & Uniqueness
We examined the creativity and effectiveness of each brand’s TikTok content, looking at:
- Originality & Differentiation – Do they offer something unique or innovative in their industry?
- Consistency & Frequency – How often do they post, and is their content strategy consistent?
- Brand Personality – Does their content align with a strong, recognisable brand voice?
- TikTok Native – Are they native to TikTok? Does their content feel at home on the For You Page, or does it come across as repurposed from other channels?
- Views & Engagement – Have they seen high engagement on stand out content that sets them apart and resonates organically with their audience?
This methodology highlights brands that are not just growing their presence but leading the way in organic TikTok content, setting benchmarks for creativity and engagement in the grocery sector.
Please note: this is not a ranking but a collection of accounts that we love and think deserve the praise and recognition!
ALDI UK
ALDI is one of most self aware supermarkets on TikTok – winning by entertainment first and selling second. They’ve built one of the biggest followings in the UK supermarket sector on TikTok by leaning into humour, their infamous mascots (Kevin The Carrot and Cuthbert), and cultural moments that feel made for the For You Page. They have successfully embraced a tone that feels genuinely relatable and fun.
Aldi’s content strategy is focused around EGC, timely British moments e.g. Traitors and Bridgerton and also cleverly weaves in trends and viral moments that feel right for the brand, with top performing videos on over 3M views.
Their use of humour and playful content often featuring their Cuthbert Caterpillar cake (playing into the long running feud with M&S Colin cake) and Kevin the Carrot, two well known ALDI mascots/products for various skits and trends, showcases how supermarkets can create engaging and appealing content on TikTok that taps into what their audience wants to see. Other supermarkets take note.
Overall organic views: 17.7M
Engagement rate: 7.3%
Source: Buzzlytics
Tesco
Tesco is embracing chaos, leaning into unexpected, unhinged content that keeps people talking. They consistently show up on TikTok by taking creative risks, utilising trends in surprising ways, and proving they are always in tune with what people want to see.
A stand out example of this was their ‘scariest things hidden in photos’ spin on the trend, achieving over 7M views and receiving lots of confused comments from their audience, as well as their fast paced, chaotic edits – it’s unexpected and why it can work well.
They play to their strengths, creating content around customer interests like their meal deals, ‘Big Tesco’ and clubcards, also weaving EGC into their content. They have seen successful creator collaborations on the account, such as their partnership with TikTok creator Libby @libbyythorntonn on ‘what meal deals I think historical monarchs would have’ on the back of her viral series on her own account.
Overall organic views: 17.2M
Engagement rate: 10%
Source: Buzzlytics
M&S
M&S are really owning the EGC content right now, speaking to their customers locally with an authentic take on trends and product highlights. They are a great example of a supermarket doing this well, in particular through their individual stores.
Notably Romford and Leeds have successfully created content that feels genuine and shows off personality, that is extremely enjoyable to watch and has driven high engagement (13%) as a result. They’re not professional creators, just everyday people having fun and showcasing products naturally within content.
They’re also utilising TikTok trends to develop and share new food products, such as their viral pistachio range and viral dips like the ‘chicken caesar salad’ dip, as well as ‘Taste testing the new VIRAL M&S cookies’, with thousands of UGC content also created around this. TikTok users enjoy discovering things worth sharing and raving about, and M&S are giving them something exciting to talk about on TikTok.
Overall organic views: 34.7M
Engagement rate: 9.6%
Source: Buzzlytics
KeyStore UK
JW Filshill’s, Keystore, has established itself as a top performing account in the convenience sector. They are one of the only ones currently in the space who have successfully built a recognisable character and ongoing repeatable series, with Greg Summers, the father of KeyStore’s videographer and a viewer favourite. He’s become the face of the store, better known as the ‘TikTok guy’ and many customers now request him by his new title, generating a lot of genuine interest, according to the Keystore manager.
The Keystore’s content is centered around their interview style series, focusing on customers rating products found in the shop, which strongly resonates with their audience with an impressive 5% overall engagement rate, and is an integral ongoing part of the KeyStore TikTok strategy.
The account is also successfully gaining further visibility through collaborations with local Scottish creators and even other convenience brands, who help amplify content to their own followers and reach new audiences. Notable examples include ‘Shopper of the Week’ interview with Scottish DJ Ewan McVicar’ at KeyStore Ayr and Snappy Shopper ‘Store Dash’ video.
Overall organic views: 19M
Engagement rate: 6%
Source: Buzzlytics
ASDA
Asda’s TikTok account has leaned heavily into creator collaborations, using familiar faces to make their content instantly recognisable and easy to engage with.
Their collaborations with viral creators such as Chip Shop Diva and @shabazsays, tapping into personalities that already resonate with users on TikTok, has helped Asda naturally showcase products in an entertaining, relatable way. Creator @laurabfulgenzi has also grown in popularity through her own UGC content as an ASDA worker, with her viral skits where a customer asks where an item is and she corrects them with a song name and breaks out into a dance routine, with ASDA more recently featuring her on their main account – great social listening!
Asda are also strong at blending EGC with platform trends, but with a clear effort to make them their own. Their roll back dance competition featuring Peter Andre and creator Laura Fulgenzi was also a hit, encouraging audience participation and UGC, driving engagement through nostalgia and humour. Similarly, their wholesome take on the “I’m a X, of course I, X” trend, featuring Nana’s, is heartwarming and adds an element of storytelling to their account.
Beyond entertainment, Asda also made their move into TikTok Shop in September last year, via a partnership with breast cancer charity Tickled Pink. By selling discounted pink product bundles with all proceeds going to charity, Asda used the platform not just to drive sales, but to reinforce brand values and social impact.
Overall organic views: 27.4M
Engagement rate: 5.7%
Source: Buzzlytics
Lidl GB
Lidl is turning everyday products into TikTok moments – especially the bakery. They consistently transform simple items into shareable, trend led content by tapping into humour, pop culture, and formats that feel current on the platform.
Their content demonstrates a strong understanding of platform culture. Standout content includes, their version of Pitbull’s concert using their eggs, as well as their recent AI penguin video, driving engagement through shareable and unexpected content. Lidl also leans into social show style formats with ‘The Only Way Is Lidl’, which showcases the typical couple shopping experience in a storytelling way.
They cleverly feed into content around the Lidl bakery, a well known favourite among the British public, with trends and POV style videos used to celebrate and highlight this in relatable, humorous ways – even their TikTok bio reads ‘Admit it: you’re mainly here for the bakery content’. In addition, Lidl’s collaboration with Charity Shop Sue, through the Sue’s HQ series further reinforces this approach to understanding TikTok and their clever use of popular influencers on the account. This blend of recognisable personalities, humour and clear product focus allows Lidl to cut through on TikTok while maintaining strong brand recognition.
Lidl was also the first supermarket to join TikTok Shop back in February last year, seeing great success through offering a limited time high protein bundle deal with all 3,000 units selling out in just 18 minutes.
Overall organic views: 4.6M
Engagement rate: 8.7%
Source: Buzzlytics
Waitrose
Waitrose shows a softer, more human side through staff led content that surprises expectations. By putting employees, including older staff at the centre of their content, they’ve created a wholesome, relatable presence that feels refreshing as a traditional brand.
Similar to M&S, they are adopting the EGC style approach, also running individual store accounts alongside their main account e.g., Maidenhead, one of their best performing accounts, who embrace the staff as the heart of their content, making trends entertaining and memorable.
Standout content includes POV trend voiceovers like ‘when your bestie books time off work and you know you can’t cope without them’. It resonates with fellow retail workers and feels endearing, particularly seeing older staff members join in on trends typically associated with a younger generation.
This approach provides authenticity and shows a more personable and relatable side to Waitrose, over polished corporate ads. Their Maidenhead store account’s top performing videos have gained almost 3M views and an overall 5% engagement rate on the account, reinforcing that it resonates well with their audience. They are embracing chronically online culture that relates to a younger audience. You can see the inspiration they take from the likes of Curry’s and Argos whilst making it their own.
Overall organic views: 2.7M
Engagement rate: 5.8%
Source: Buzzlytics
Iceland Foods
Iceland is newer to the TikTok game and one to watch, with a strong start on their EGC strategy that feels authentic and TikTok first.
Their “Social Girls’ Favourite Finds” series uses EGC to showcase Iceland products in a conversational, relatable way. This approach positions Iceland as more than just a supermarket, it’s a place for
Alongside this, Iceland is experimenting with their pun based videos using its products to create quick, shareable humour. These playful videos give the brand personality and help it stand out.
Overall, Iceland is testing new creative formats, building a community led voice, and showing early promise as a supermarket willing to embrace creator culture on TikTok.
Overall organic views: 1.1M
Engagement rate: 5.2%
Source: Buzzlytics
Oree Mart
Oree Mart, a popular Asian convenience store on TikTok, based in Croydon with over 700K followers, is leaning into ASMR, EGC style content to showcase its products in an entertaining, authentic way.
Their content includes satisfying ASMR food videos, some with over 20 million views, EGC with trend/POV content, fun recipes making convenience store meals like building your own Buldak ramen, and challenges like packing as many toppings as possible on tteokbokki, making the cheesiest or spiciest ramen in the world and also the owner doing a ‘trying everything in my shop’ series.
By leaning into ramen focused content, a hugely popular food on TikTok at the moment, Oree Mart is building engagement (8% engagement rate) through playful, relatable content that feels like a creator’s feed, not a store ad.
Overall organic views: 623.9M
Engagement rate: 6.7%
Source: Buzzlytics
Sainsburys
Sainsbury’s has adopted a more EGC and trends led approach – using employees and recurring formats to build familiarity over time. With their soap style series and relatable workplace POVs, they focus on content that gives the brand a more human feel.
Their soap opera inspired series Keys to the Heart, is something we’ve not seen a lot of other supermarkets attempting and something we’d definitely like to see more of.
Their strategy is built around EGC and trending moments on the platform, such as their ‘POV you’ve run out of questions to ask the new starter’. They also focus on food recipe videos and food focused trends, tapping into content that consistently performs well on the platform.
Overall organic views: 2.9M
Engagement rate: 4.6%
Source: Buzzlytics
Key Takeaways
Treat TikTok as an entertainment platform first, retail channel second
With 52% of Gen Z using TikTok for funny and entertaining content (GWI), the most successful supermarkets prioritise entertainment. Brands like Aldi, Tesco and Lidl demonstrate that owning humour, trends and cultural moments drive attention, while product discovery happens naturally as a result. TikTok prioritises good content and engagement – supermarkets that adapt to the platform’s nature see stronger organic performance and higher levels of action, including store visits and purchases.
Action: Build content around entertainment, humour and storytelling, ensuring products are integrated organically rather than pushed through promotional messaging – above all else, make it your own.
There’s an opportunity to stand out by experimenting with repeatable formats
TikTok rewards brands that fully embrace the platform, offering something unique rather than repurposed content from elsewhere. We have seen Keystore do this really well with their interview series with Greg, and also a few stores in this report are starting to experiment with this, such as Sainsbury’s Keys to the Heart and Lidl’s The Only Way Is Lidl, showing how narrative led, episodic content can keep audiences coming back while subtly weaving in products and brand values.
These formats can allow supermarkets to test creative ideas, refine what resonates, and build long term engagement rather than relying solely on viral moments.
The rise of social shows in particular are becoming increasingly more popular on TikTok, and brands who are shifting to this are seeing strong results by building familiarity, anticipation and repeat viewership.
Action: While occasional reactive trend participation is effective, don’t make this your whole strategy. Build consistency and recognisable content by testing out repeatable formats like a series or a signature intro, a catchphrase, a consistent thumbnail style. The things that make people think “oh it’s them” before they check the handle.
Local stores can be a powerful extension of your brand’s reach and impact
Brands like Marks & Spencer and Waitrose are seeing great success by empowering local stores to engage in cultural moments. As a result, their audience feel a stronger sense of connection and familiarity, while the brand benefits from increased engagement and visibility.
Action: Give stores the flexibility to tailor content and experiences to their communities, building a distinct local identity within the wider brand.
Utilise trends, but make them your own
Avoid hopping on every trend and instead pick trends that fit with your TikTok Style like Currys ‘Gen Z marketing script’ makes a big difference in grabbing attention and staying memorable.
Use resource you have where possible
Authenticity drives engagement and using EGC can help with that, as we’ve seen with a lot of these examples in this report. However it’s important to ensure they’re comfortable on camera and it can weave into their workflow.
Action: Empower and support employees to create content by providing guidelines and training – ensuring it feels natural, authentic, and scalable.
Stay tuned for our next report on The Top 10 UK Banks on TikTok.
About Nonsensical.
We’re a TikTok agency based in the UK who work across strategy, organic, influencer, paid and TikTok Shop.
You can find more TikTok insight from us in our Substack – The TikTok Sauce that releases every 2 weeks.
