Some foods go viral and vanish before the comments cool down. Others keep showing up in grocery baskets long after their moment in the feed.

Olive oil, electrolyte powders, cottage cheese, and jerky all became part of the online food conversation. Now, verified purchase data shows continued unit growth among disruptor brands in all four categories.

The latest Fetch Finds report raises a useful question for CPG marketers. When the spotlight shifts, should your marketing dollars follow?

Disruptor brands keep growing in viral food categories

These categories were supposed to have their moment, then fade. Instead, disruptor brands sold more units in 2026 than in 2025. In three of the four categories, their growth outpaced legacy brands.

Cottage cheese is the exception, with legacy brands growing slightly faster. But both groups posted double-digit gains, showing that shoppers still have an appetite for the category.

A quieter social feed doesn’t necessarily mean weaker demand. For CPG marketers, continued purchasing is a reason to take a closer look before shifting investment to the next big thing.

Turn category momentum into measurable brand growth

Deciding where to keep investing takes more than category growth alone. Are your marketing dollars winning new buyers and bringing existing buyers back? How much of that growth would have happened anyway?

Fetch helps disruptor brands reach consumers based on verified purchase behavior and measure the additional sales their campaigns generate. Randomized control groups separate campaign impact from underlying demand, giving marketers a stronger basis for deciding where to keep investing.

The receipts show these viral categories still have momentum. Fetch helps brands turn that opportunity into incremental growth of their own.

Connect with Fetch to acquire new buyers, bring existing buyers back, and measure the growth your campaigns add.