Croissant hype in Germany: The early bird strikes!

Croissant hype in Germany: The early bird strikes!

A new hype is sweeping through social media and is moving whole rows in front of the discount stores: we're talking about chocolate croissants, which have recently been causing a stir, especially at Lidl and other discount stores. On TikTok, the phenomenon has become an irony of early risers patiently lining up just to get their hands on the coveted nut nougat croissants. It's not just the delicious pastries that are celebrated, but also the collective fun that comes with the morning dramas.

A look at the colorful clips that accompany the current hysteria shows that users not only smile at the long queues, but also celebrate the supermarket employees as “heroes without capes”. In an age in which many things are defined by high gloss and aesthetics, we are now experiencing a return to down-to-earth normality.[ World ] There the contrast between the earlier café culture and today's trend becomes more than clear: where croissants were once an elite indulgence, they have now found their way into everyday life, combined with a simple filter coffee for one euro.

Behind the scenes of the trend

But what is behind this strange phenomenon? In addition to the humorous portrayal, the trend also contains deeper discussions about food production and supply chains, which is what keeps fans excited. The way in which the nut nougat croissant gets from its “early birds” (i.e. those who line up for the pastry) to the supermarket is sometimes told in an absurdly creative way.

Social media is playing an increasingly larger role in everyday life and also influences how and why such trends emerge. In 2023, TikTok and other platforms will still be very popular because they hit the mark, especially with younger target groups.[ True Anthem ] To be successful, brands and companies need to develop a sense of how to respond to current trends and adapt their content.

A comparison of social media trends

Another important point is that the content is moving away from perfectly posed images and towards authentic representations. Consumers, especially Generation Z, want transparent information and real insights, which is also reflected in the recent analysis of trends by [ Allison Worldwide ] becomes clear.

The chocolate croissant trend could not only be a snapshot of current events, but also a reflection of the changing needs and values ​​of consumers. People long for more down-to-earthness and happy interaction in everyday life. It remains to be seen whether going back to the roots of nutrition will bring about long-term changes in the industry. At least for the moment, the croissant hype is causing long queues and hearty laughter in the markets of Cologne and beyond.