Study: TikTok Is Increasingly Influencing Snacking Habits in Estonia

PRESS RELEASE August 4, 2025

Study: TikTok Is Increasingly Influencing Snacking Habits in Estonia

Estonians’ snacking habits are increasingly shaped by global trends, price sensitivity, and evolving taste preferences, according to a study commissioned by Prisma and conducted by the Socio Research Centre. Potato chips still top the list of favorite snacks, but healthier alternatives are gaining ground. In response to consumers’ challenging economic situation, Prisma is reducing the prices of more than 100 snack products; since April, the retailer has lowered the prices of over 2,000 items.

In recent years, the influence of social media on Estonian snacking habits has become increasingly visible, with TikTok’s growing impact being particularly notable. According to Prisma’s Category Manager Natalja Saveljeva, there was a notable spike in the sales of PepsiCo’s Flamin' Hot Cheetos and Doritos last year following increased visibility on social media. This year, flavored dates from True Dates and Dave & Jon’s have become popular thanks to TikTok. “While social media can give products a visibility boost and spark curiosity, this does not always translate to long-term sales,” said Saveljeva. “In Estonia, trend-driven consumption tends to be short-lived and sporadic. To remain a consistent favorite, products must offer an affordable price, familiar flavors, and increasingly—health benefits.” Although trends make an impact, the most popular snacks have remained consistent over the long term. Potato chips remain the number one choice among Estonians, with nearly two-thirds of respondents having purchased them in the past month and close to three-quarters including them among their top three snack selections. Potato chips are most frequently bought by men aged 18–34, while crispbreads, rye or wheat crackers, and savory biscuits are preferred by people over the age of 45. Snacks are most commonly consumed in the evening while watching TV or during casual gatherings at home—over half of consumers noted this.

Taste and Affordability Drive Snack Choices

According to the study, 95% of consumers consider taste the most important factor when choosing snacks. Price is nearly as important, with more than four-fifths of Estonians naming it as a key factor. Healthiness of the ingredients is also significant, with just over half of consumers indicating it matters to them. Prisma’s Category Manager noted that consumers mainly prefer classic flavors, such as sour cream & onion and salted chips or popcorn. “At the same time, products like bruschetta chips and seaweed snacks also rank high in the statistics. While novelty products generate interest, the classics remain strong leaders due to their affordability and familiar taste profiles,” she said. “This spring, we’ve added several exciting new products to our summer selection, including ready-to-eat popcorn in spicy mango, orange, and cola flavors, as well as prawn chips with garlic and teriyaki sauce. These products have carved out their own niche among customers looking for something new and exciting,” added Saveljeva. She also emphasized that with each passing month, price becomes an even more decisive factor in purchase decisions. “That’s why it’s crucial to ensure that popular products are available at consistently low prices—not just during promotions.” To support consumers during economically challenging times, Prisma is gradually reducing prices on thousands of products, now including snacks such as potato chips. This is part of the EDLP (Everyday Low Price) pricing strategy, which involves constant price comparison with the market to keep prices stably low, regardless of promotions.