How a TikTok Trend Led to a Cucumber Shortage in Iceland

The TikTok cucumber shortage is real, and Iceland is feeling the impact. Canadian influencer Logan Moffitt started a viral trend that quickly took over social media, leading to this unprecedented Iceland cucumber shortage. But how exactly did a simple salad recipe lead supermarket shelves in Iceland to run dry? 

It turns out that other influencers quickly jumped on the trend, creating a frenzy by sharing their own versions of Moffitt’s cucumber recipes. With millions of views flooding TikTok, the demand for cucumbers has skyrocketed, leaving farmers and stores struggling to keep up. The TikTok cucumber shortage has become a countrywide phenomenon and the story behind it is fascinating.

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• The TikTok Craze That Took Iceland by Storm
• Iceland's Unexpected Cucumber Shortage
• The Impact of Social Media on Food Supplies

The TikTok Craze That Took Iceland by Storm

If you’ve ever eaten an entire cucumber, TikTok might be to blame. At the heart of this vegetable craze is a 23-year-old named Logan Moffitt, a Canadian content creator dubbed the “Cucumber Guy.” He’s done the impossible, turning this once-bland vegetable into a viral sensation with his creative cucumber salad recipes. In doing so, however, he has played a huge role in Iceland’s recent TikTok cucumber shortage. 

His approach is simple. Logan simply grates the cucumber in a plastic container and tosses in various other ingredients, including MSG and other sauces and seasonings, before vigorously shaking the mix. But who is Logan Moffitt, and how did he spark the so-called TikTok cucumber shortage?

Logan Moffitt's Viral Cucumber Videos

Moffitt comes from Ottawa, Canada, and has over 6.5 million followers on TikTok. His cucumber salad videos have generated tens of thousands of views. His most viral recipe, which includes a mix of scallions, soy sauce, fish sauce, sesame oil, MSG, sugar and sesame seeds, has over 38 million views. 

Moffitt’s content often features experimental and unusual combinations, such as cucumber paired with peanut butter or honey. The more outrageous the mix, the more views he racks up. The recipe that really captured Iceland's attention involved sliced cucumbers, smoked salmon, cream cheese, avocado, rice vinegar and sesame oil.

This specific video skyrocketed in popularity, triggering an increase in demand and ultimately causing the TikTok cucumber shortage in Iceland. Icelandic supermarkets were soon wiped clean as consumers scrambled to recreate the viral dish. Popular grocery chains reported more than a 200% increase in cucumber sales, leaving shelves bare by late August.

Increase in Cucumber Demand

While it’s unclear if other countries have experienced a TikTok cucumber shortage similar to Iceland's, there’s no doubt demand has surged. Google Trends shows a drastic spike in interest in cucumber salad and related topics and queries, including "Logan's cucumber salad." These searches increased by 30 to 40% from late June to early September 2024.

However, it’s not just Logan who is responsible for the TikTok cucumber shortage. Other influencers hopped on the trend, sharing their own renditions of the cucumber salad recipe.

Some experts have tried to downplay the sudden spike in demand, attributing it to the time of the year (summer and back-to-school season). However, this TikTok cucumber shortage occurring in line with the release of viral cucumber salad videos seems too much of a coincidence for that to be the case.

Social media has a direct impact on consumer food choices, from the recipes we cook to the restaurants we visit, so it's easy to believe that Logan and other influencers played a significant role in this Iceland cucumber shortage!

How Icelandic Influencers Amplified the Trend

Logan Moffitt isn’t the only one driving the TikTok cucumber shortage with his cucumber salad recipes. Since Logan’s reel went viral, other influencers have followed suit. Just search “cucumber” on TikTok or YouTube, and it will pull up countless reels that are all riffing off the same viral trend. Many Icelandic influencers have quickly jumped on board by creating their own renditions of Logan's plastic container cucumber recipe. 

They have also become viral sensations and picked up millions of views in their own right. The trend has picked up significant steam over the past two months, which has caused the TikTok cucumber shortage to spike even more. 

Iceland's Unexpected Cucumber Shortage

In late August, Logan’s viral salad recipe caused an unexpected TikTok cucumber shortage that caught Iceland by surprise. Major supermarkets Kronan and Hagkraup saw a staggering 200% increase in purchases of cucumbers and other ingredients commonly used in Logan's recipes, such as rice vinegar, chile oil and sesame oil. 

Despite local cucumber production in Iceland peaking at six million annually, the nation’s supply still couldn’t keep up with the surge in demand. Store shelves were wiped clean almost overnight, leaving residents scouring multiple locations for the elusive fruit.

As demand continued to rise, supermarket chains scrambled to cope with the TikTok cucumber shortage. Kronan, which typically sources 99% of its cucumbers locally, had to import cucumbers from the Netherlands to keep up. Despite the strain, Iceland’s farmers and grocery chains expect supplies to return to normal quite quickly as these viral food trends can quickly fade. 

The Impact of Social Media on Food Supplies

Food suppliers are constantly adjusting their product lines to capitalize on the latest food trends and the hottest market segments. In the past, only major brands, food critics and expert chefs had any real influence over the food industry. But oh, how times have changed. Today, thanks to social media, anyone can share a recipe, post a review or upload a quick video showcasing their latest food concoctions.

Take the TikTok cucumber shortage, for example. Logan Moffitt has accumulated 6.5 million followers on TikTok alone. His powerful influence has sparked a viral recipe craze that’s quickly inspiring other influencers to hop on board. Social media has the unique ability to shift consumer preferences overnight.

Suddenly, everyone wants to try these trendy cucumber salad recipes, causing unexpected spikes in demand. The result, in this case, is a TikTok cucumber shortage that strains local resources, making it difficult for farmers and suppliers to predict how much crop they need to produce to meet the fluctuating demand.

Lessons for Future Food Trends

The TikTok cucumber shortage wasn't the first viral trend to trigger a food shortage. In 2021, Emily Mariko caused a Kewpie mayo shortage after sharing her salmon and rice recipe, which included sushi rice, sriracha, soy sauce and a generous amount of Kewpie mayo. Both examples highlight how quickly viral food trends can impact supply chains.

While food trends may not have long-term effects on supply chains, they can impact smaller regions with limited production. Food suppliers should pay attention to trends like the TikTok cucumber shortage and use AI and social monitoring tools to track emerging trends. Additionally, supply chains can set purchase limits on certain ingredients to prevent shortages from escalating.

The TikTok cucumber shortage has shown us how food trends can dramatically disrupt supply chains. What began as a simple recipe video has escalated into a nationwide cucumber crisis in Iceland. With Moffitt continuing to share new cucumber recipes, the TikTok cucumber shortage may persist — so if you're in Iceland, you might want to stock up!

As social media continues to shape consumer preferences, local farmers and supply chains must adapt to meet demand. That could mean increasing purchase limits and keeping an eye out for social media food trends. Whether you’re a foodie who loves concocting new recipes or a food supplier, it’s a good idea to always be on the lookout for food trends to better navigate potential supply issues like the TikTok cucumber shortage. 

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