Discover the Science of Social Media Food Crazes

The rise of social media has transformed the way we discover and consume food. Viral sensations like Dubai chocolate, with its decadent creations from brands like FIX Dessert Chocolatier ate and Mister Baker, have captured the world's attention. But what is the secret behind their meteoric rise? The answer lies in a convergence of neuromarketing triggers, social contagion theory and the power of platform algorithms.

1. Sensory and Psychological Triggers

The allure of Dubai chocolate begins with its visual appeal. Rich, glossy finishes, intricate designs and dramatic reveals, like cracking a chocolate shell, trigger dopamine release, making viewers crave the experience. Novelty bias further fuels our interest, as our brains are naturally drawn to new and exciting stimuli. The unique presentation formats and exotic flavours of Dubai chocolate activate our curiosity circuits, making us want to try them.

2. Social Proof and Contagion

The power of social proof is undeniable. When we see others, especially influencers, consuming and reacting positively to a product, it validates its appeal and triggers our fear of missing out (FOMO). This mimetic desire, as described by French philosopher René Girard, drives us to want what others visibly desire, especially when it's framed as exclusive or luxurious.

Photo credit: Arab News
 

3. Platform Algorithm Dynamics

Social media platforms like TikTok and Instagram play a crucial role in amplifying the virality of food products. These platforms prioritise engaging, visually captivating content, favouring "transformation moments" like melting, cracking and oozing chocolate. User-generated content further fuels the fire, as people film their own versions of these treats, tagging the brands and creating a self-reinforcing loop of awareness.

4. Scarcity and Exclusivity Psychology

Limited availability, whether real or manufactured, creates a sense of urgency and increases perceived value. The "Dubai chocolate" branding itself evokes a sense of global exoticism and luxury, tapping into our aspirational desires.

5. Neurochemical Response

The anticipation of indulging in rich, decadent treats activates the mesolimbic dopamine pathway, heightening our craving even before consumption. Emotional storytelling, such as "you have to try this once in your life," engages oxytocin responses, linking the food to positive emotions and memories.

The science behind food virality is constantly evolving and the next big culinary sensation could be just around the corner. Are you ready to discover it before it explodes? Then join us at ISM Middle East in Dubai from 15 – 17 September 2025. This is your prime opportunity to be at the forefront of the confectionery market and source the next wave of global sensations that will be flying off retail shelves in the near future.