Generation Z has a strange new status symbol, and it’s not a designer garment or an expensive accessory.
No, the latest sign of influence is… expensive snacks.
That’s right, videos of influencers showing off their expensive grocery purchases have taken over TikTok in recent months, with some shelling out hundreds of dollars on basic snacks.
Controversial upmarket grocery store Erewhon is partly to thank for this trend.
The supermarket chain, which has 10 locations in Los Angeles, has become immensely popular online recently.
Generation Z has a strange new status symbol, and it’s not a designer garment or an expensive accessory. No, the latest sign of influence is… expensive snacks.
The store, which is adored by a host of stars including Justin Bieber, Gisele Bundchen, Brooklyn Beckham and the Kardashians and Jenners, among others, wso fiercely ridiculed in the past for putting high prices on everyday basic products.
That’s right, videos of influencers showing off their expensive grocery purchases have taken over TikTok in recent months, with some shelling out hundreds of dollars on basic snacks.
But now, it seems like everyone on the web is eager to get their hands on one of Erewhon’s $19 smoothies or some of their $50 soups.
And while the celebrities who shopped there certainly contributed to Erewhon’s rise, it was actually the influencers who made purchasing extremely expensive food the epitome of cool.
The constant videos shared by top TikTok stars seemed to drown out all the backlash the brand once faced.
Social media sensation Alix Earle posted a video last year he detailed his ‘Erewhon tour’, which included a smoothie, a sandwich, buffalo cauliflower, and some chicken noodle soup, which he said in the comments section cost him almost $100.
TikTok star Nicole Bennett uploaded a shorten of herself enjoying an ‘$85 lunch’ in Erewhon in May.
She also ordered the buffalo cauliflower and smoothie, plus a small scoop of macaroni and cheese and a few turmeric chicken tenders.
An influencer known as Jasmine and Tea, who has more than a million followers on the app, documented her trip to the store in June and revealed spent $204 on just seven items.
Controversial upmarket grocery store Erewhon is partly to thank for this trend. The supermarket chain has become immensely popular online recently.
The store is loved by a host of stars including Justin Bieber and Hailey Bieber, Gisele Bundchen (seen), Brooklyn Beckham and the Kardashians and Jenners, among others.
And while celebrities shopping there certainly contributed to Erewhon’s rise, it was actually the influencers who made shopping for extremely expensive food the epitome of cool.
‘It is a form of affordable wealth. Now we are entering into this phenomenon of food not as a basic need but as a luxury experience,’ said Andrea Hernández, ‘snacks expert’. Insider business information recently about the phenomenon.
Earlier this month, McKinsey & Company released a study that said Gen Z’s top spending priority was food.
They surveyed 4,000 people, according to BIabout which categories they expect to spend the most in this year, with food ranking highest for both millennials and Gen Z.
It beat out restaurants, bars, travel, beauty, personal care, apparel and fitness.
FastCompany.com previously reported that Erewhon made $171.4 million in profits in 2023.
At the time, he also said that the chain made $10.6 million from its smoothies alone, which have had collaborations with Hailey Bieber, Olivia Rodrigo, Bella Hadid, The Kid Laroi, Sofia Richie, Kendall Jenner, Kourtney Kardashian and Miranda Kerr , among others. – and sold approximately 40,000 a month.