A new study has identified the most popular US food brands based on Instagram hashtags, with big names such as Oreo, Kit Kat, and Snickers topping the list.
Oreo has been revealed as by far the most popular brand, with 9.7 million Instagram hashtags, followed by Kit Kat with over 3.7 million hashtags, and Snickers, with over 1.7 million Instagram tags.
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 analysed each brand’s number of Instagram hashtags to determine which brands have the most loyal and engaged customers.
“The popularity of American food and snack brands is impressive, with some brands accumulating millions of hashtags on Instagram,” said Atul Sabharwal, Founder and CEO of Snipp Interactive. “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 favours tasty snack brands when sharing online, with candy and chip brands claiming the top ten positions.”
Mr Sabharwal says utilising 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 on Instagram.”
Top US Food and Snack Brands
| Rank | Brand | Number of Instagram Hashtags |
| 1 | Oreo | 9,776,758 |
| 2 | Kit Kat | 3,783,190 |
| 3 | Snickers | 1,756,558 |
| 4 | Doritos | 1,066,146 |
| 5 | Hershey’s | 1,060,904 |
| 6 | Ben & Jerry’s | 1,020,212 |
| 7 | Reese’s | 969,059 |
| 8 | Pringles | 904,509 |
| 9 | Lay’s | 795,842 |
| 10 | Cheetos | 784,364 |
| 11 | Twix | 682,486 |
| 12 | Heinz | 445,560 |
| 13 | Cheerios | 347,572 |
| 14 | M&M’s | 346,616 |
| 15 | Fritos | 307,297 |
| 16 | Betty Crocker | 268,033 |
| 17 | Chips Ahoy! | 186,037 |
| 18 | Pillsbury | 142,944 |
| 19 | Tostitos | 132,982 |
| 20 | Kelloggs | 115,285 |
Winning ways
Oreo
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 clearly a favourite 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.
Kit Kat
Users are tagging Kit Kat in plenty of tasty content, including Kit Kat cakes, milkshakes, and ice cream creations, similar to their competitor Oreo.
What’s more, according to research, a staggering 1,192 million Kit Kat bars are sold in the US alone every year. Moreover, according to YouGov data, Kit Kat has a popularity score of 79%, and 98% of respondents have heard of the brand, solidifying Kit Kat’s position as one of the most beloved US food brands.
Snickers
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. Moreover, creators are even developing healthier snacks, such as Snickers protein bites and overnight oat recipes.
According to YouGov data, 77% of people have a favourable opinion of the brand, solidifying its place in the ranking.