State of the art of influencer marketing in the food and beverage sector

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Shaken by the recent health and economic crisis, the food and beverage industry could have been significantly weakened since 2020. However, the sector has continued to see an increase in investments dedicated to it. While some subsectors have been hit hard, others have undergone a facelift to continue surviving. As already mentioned, players in the food and beverage sector have been able to rely on digital and social media, opinion leaders and influencer marketing to continue thriving, reinventing their sales and marketing approaches.


The sector lends itself particularly well to visual creation , and content linked to it can vp engineering email database easily enable a brand in the sector to carve out a niche for itself. Professionals in the sector have found in ASMR ( Autonomous Sensory Meridian Response , a feeling of well-being experienced by some people in response to a specific gentle stimulus, often a specific sound), appealing images, live streams, short videos and long productions , on social platforms and collaborations with influencers, a way to continue to achieve their media and long-term strategic objectives. It should be noted that this dynamic of renewal does not only affect the Hexagon, but is a global issue.

Whether in Europe, Asia or the United States , the brands most able to evolve quickly in a changing context have all managed to reverse the decline announced during Covid-19. Social media coupled with influencer marketing has been a winning combo for these companies, and this should continue in 2023 and beyond:

Market figures and consumer habits
The sector is expected to grow by 6.21% annually between 2023 and 2027 ( Source ).
The food market alone will grow by 5.29% annually between 2022 and 2026 ( Source ).
The alcohol and spirits sector is projected to be worth $1,684 billion by 2025 ( Source ).
While the physical food service sector was hit hard during Covid-19, this period brought with it new food consumption habits, boosting online consumption and home delivery. Indeed, online food shopping has been democratized during various lockdowns. In 2025, it is estimated that 10.2% of food purchases will be made online, up from 2.5% in 2017 ( Source ).
Generation Z , for its part, has fully embraced the codes of e-commerce, especially through social media. In fact, 57% of Gen Zers have discovered new products on social media in the past three months, and 71% of them say that it is where they most often discover products from all sectors ( Source ).
50% of 18-24 year olds share food photos on social media . Food and drink is the third most frequent search on Google ( source ).
Influencer marketing and social media
Influencers are no slouch when it comes to helping industry players achieve their goals. In fact, compared to the average food or beverage brand achieved through internal media alone, influencers achieve, on average, five times more results (in terms of engagement) on their content ( Source ).
However, in the area of ​​Influence Marketing, leveraging in the food industry shows, on average, a return on investment (ROI) ten times higher than that of so-called "traditional" advertising ( Source ).