Viral TikTok Trend Causes Cucumber Shortage in Icelandic Supermarkets

Icelandic supermarkets are grappling with an unexpected cucumber shortage, driven by a viral TikTok trend that has sent demand soaring. The trend, which originated from social media influencers in Iceland, features a salad recipe made with grated cucumbers, sesame oil, garlic, rice vinegar, and chili oil, sparking an unprecedented surge in cucumber sales across the country.

The Horticulturists’ Sales Company (SFG), Iceland’s farmers association, confirmed that local farmers are struggling to meet the skyrocketing demand. Kristin Linda Sveinsdóttir, SFG’s marketing director, acknowledged the popularity of the recipe, noting that other ingredients used in the salad have also been flying off the shelves.

One supermarket chain, Hagkaup, reported that cucumber sales have more than doubled, although they expressed some scepticism about attributing the shortage solely to the TikTok trend. Vignir Þór Birgisson, the company’s food product manager, pointed out that while sales of ingredients like sesame oil and spices have surged, the cucumber shortage is not uncommon at this time of year. Factors such as the seasonal replacement of cucumber plants and the reopening of schools after summer also contribute to the supply challenges.

The TikTok trend traces its roots back to Canadian influencer Logan Moffitt, known as “cucumber guy,” who has been sharing innovative cucumber recipes with his 5.5 million followers since July. The recipe that has particularly captivated Icelandic users includes sesame oil and rice vinegar, although Moffitt occasionally adds ingredients like cream cheese, avocado, and smoked salmon.

Despite the influencer’s online popularity, Icelandic experts remain cautious about overemphasizing his role in the shortage. Sveinsdóttir noted that if the trend had gained traction earlier in the summer, when cucumber production was at its peak, the supply issues might have been less severe.

Iceland, with a population of just under 400,000, typically produces about six million cucumbers annually. The country takes pride in its ability to grow fresh produce despite challenging weather conditions, but this recent surge in demand has tested the limits of its agricultural capacity.