VANCOUVER, CANADA — New research revealed the most popular food and snack brands on Instagram, with big names such as Oreo, KitKat, and Snickers topping the list.
The findings, compiled by promotions and loyalty experts Snipp Interactive, used YouGov data to discover the US’s top food and snack brands. They then analyzed each brand’s number of Instagram hashtags to determine which delicious treats have the most loyal and engaged customers sharing mouth-watering content.
1. Oreo
Oreo is ranked as the most popular food brand on Instagram, with a staggering 9,776,758 hashtags — a whopping six million more than any other food brand in the ranking.
With an impressive social following of 3.6 million on Instagram, Oreo benefits from plenty of user-generated content, with people tagging their delicious creations, from Oreo milkshakes to Oreo cakes. The ranking highlights Oreo as the most aesthetically pleasing and Instagrammable snack brand.
The delicious cookies are a clear favorite as, according to research, 71.26 million Americans consumed Nabisco Oreo (Regular) in 2020 — making it one of the most popular cookies in the US.
Furthermore, according to YouGov data, an impressive 98% of Americans have heard of the brand, and 76% of people have a positive opinion of it, indicating Oreo is currently dominating across the states.
2. KitKat
Ranking in second is KitKat, with 3,783,190 Instagram hashtags. The globally recognized brand, known for its iconic combination of crispy wafers covered in smooth milk chocolate, is an Instagram favorite.
Users tag KitKat in plenty of tasty content, including KitKat cakes, milkshakes, and ice cream creations, similar to their competitor Oreo.
According to research, 1,192 million KitKat bars are sold in the United States alone every year which is an extremely impressive figure. Moreover, according to YouGov data, KitKat has a popularity score of 79%, and 98% of respondents have heard of the brand, solidifying KitKat’s position as one of the most beloved US food brands.
3. Snickers
Another iconic chocolate brand, Snickers, comes in third place, with 1,756,558 Instagram hashtags.
The brand benefits from plenty of excellent user-generated content, helping grow its Instagram following. People are getting creative and sharing their mouth-watering creations, using Snickers bars in various cakes and cookies. Creators are even developing healthier snacks, such as Snickers protein bites and overnight oat recipes.
YouGov data states that 77% of people have a favorable opinion of the brand, solidifying its place in the ranking.
4. Doritos
Doritos claims the fourth spot with 1,066,146 hashtags on Instagram. The brand has earned the title of most popular chips in the US, ranking higher than its major competitors, such as Pringles and Lay’s.
The brand constantly releases new flavors, and consumers are loyal to the brand sharing their favorite flavors and new finds on Instagram, helping Doritos reach 1 million followers on Instagram.
5. Hershey
Ranking as the fifth most beloved food brand is Hershey, with 1,060,904 Instagram hashtags. The brand is an undeniable favorite within the states, as evidenced by YouGov data, which revealed that 98% of people recognize the brand, and 77% have a positive opinion of Hershey.
Instagram users are sharing their favorite Hershey treats and homemade desserts, including cakes, cookies, donuts, and plenty of other mouth-watering recipes.
6. Ben & Jerry’s
Ben & Jerry’s secures the sixth spot with 1,020,212 Instagram hashtags. The iconic brand, renowned for its decadent ice cream flavors, has been named the most popular US ice cream brand, evident in its impressive 1.5 million Instagram followers.
Data suggests that 97% of people have heard of the brand, making it one of the most famous dessert brands in the states, and Instagram users eagerly share their ice cream creations, with over a million users tagging Ben & Jerry’s on the platform.
7. Reese’s
Ranking seventh is Reese’s, with 969,059 Instagram hashtags. The iconic brand, renowned for its combination of peanut butter and chocolate, has solidified its position as one of the most beloved candy brands in the US.
Fans of the chocolate have been experimenting and sharing their creations on Instagram, with recipes and videos for Reese’s cookies, cakes, and brownies.
8. Pringles
Pringles claims the eighth spot with 904,509 Instagram hashtags. The brand, known for its iconic potato chips, has a dedicated fan base that loves to share their favorite flavors.
9. Lay’s
Lay’s, another chip brand, ranks ninth with 795,842 Instagram tags. Users are tagging the brand in plenty of delicious content, ranging from classic flavors to more adventurous options, making it another aesthetically pleasing and “Instagrammable” snack brand.
10. Cheetos
Finally, rounding out the top ten is Cheetos with 784,364 Instagram hashtags. The brand is another popular snack choice, with consumers staying loyal and sharing videos and pictures of their Cheetos snacks on Instagram.
Commenting on the findings, Atul Sabharwal, Founder and CEO of Snipp Interactive, said, “The popularity of American food and snack brands is impressive, with some brands accumulating millions of hashtags on Instagram. This reflects their exceptionally loyal customer base, which provides brands with fantastic engagement and reach via social media.”
“Oreo’s dominance is extremely impressive, with over 9.7 million hashtags, demonstrating its overwhelming popularity among consumers, as evidenced by its whopping six million more hashtags than any other food or snack brand in the ranking. It’s evident from the research that the US market favors tasty snack brands when sharing online, with candy and chip brands claiming the top ten positions.”
“Utilizing hashtags on Instagram significantly enhances brand visibility, helping brands reach their target audience more effectively. It’s clear that many big brands are making the most of social media, with Oreo, Kit Kat, Snickers, Ben & Jerry’s, and Hershey’s leading the way as the most ‘Instagrammable’ food brands,” Atul concluded.
