CrystalRaindrops — 1 year ago(September 01, 2024 03:11 AM)

Have you searched the shelves in vain for a cucumber in Iceland recently? The explanation for their absence may be found on social media.
The sight of influencers preparing various kinds of cucumber salad has taken off quite dramatically, and perhaps unexpectedly, on Tiktok. Around one hundred and fifty thousand videos have been published on the medium under the hashtag 'cucumber salad'.
According to information from the Gardeners' Association, there is currently a shortage of cucumbers, an observation which many shoppers in Iceland may confirm.
There has been an enormous increase in the number of people looking up cucumbers, as well as sesame oil, rice vinegar and fish sauce, often used in the online recipes, in Kronan's online store. "A rise of 200 percent. So this is absolutely fantastic," says Rúnar Kristmannsson, of Krónan's marketing department. Sesame oil is sold out in some of their stores.
Other supermarkets are also reporting huge demand for the products.
"Social media has had a huge impact on marketing in recent years. The landscape is in fact completely changed and it is important for companies to pay close attention to what is trending . We keep a close eye on online discussion and social media content to see what's trending at any given time. If we see trends that are likely to increase demand for certain products, we buy in more of them or specifically look for an increased selection related to that," says Guðrún Aðalsteinsdóttir, Krónan's managing director.
For example, the increasing popularity of iced coffee in this country was dealt with quickly. When it was clear that it was about to take off, Krónan stepped in and greatly increased the selection of ready-made iced coffee drinks and other products that often accompany the consumption of iced coffee.
https://www.ruv.is/english/2024-08-21-where-have-all-the-cucumbers-gone-419924