The State of Influencer Marketing in Europe: Food & Beverage

Food and beverage is one of the most mature and fastest-scaling sectors in influencer marketing.

Anchored in everyday consumption and lifestyle, the category naturally lends itself to creator-driven storytelling across platforms like Instagram, TikTok and YouTube. But beyond visibility, the sector is now entering a new phase of strategic maturity.

European brands and agencies are moving from one-off campaigns to structured creator ecosystems, long-term partnerships and always-on influence strategies.

This report, based on data from The State of Influencer Marketing in Europe 2025 study conducted by Kolsquare in partnership with NewtonX, provides a focused analysis of how the food and beverage sector approaches influencer marketing today and where it is heading next.

The analysis draws on responses from senior marketing decision-makers across Europe responsible for influencer strategy, budget allocation and campaign execution.

Download the report to explore how influencer marketing is evolving into a central pillar of the marketing mix for food and beverage brands.

Key insights from the report

Creator programmes are expanding rapidly

68% of F&B brands increased the number of creators they work with over the past year, and 74% expect their creator ecosystems to grow further.

Influencer marketing budgets signal sector maturity

Nearly half of brands invest between €150K and €1M annually in influencer marketing, confirming its role as a strategic channel rather than an experimental tactic.

Long-term partnerships are becoming the dominant model

63% of brands plan to increase investment in long-term creator collaborations, reflecting the shift toward always-on influence strategies.

Content co-creation drives engagement and authenticity

71% of food and beverage brands prioritise co-created content with creators, making the sector one of the most collaboration-driven in influencer marketing.

Creator selection prioritises authenticity and relevance

Audience interests, authenticity and content style rank among the most important criteria when selecting creators to partner with.

Influencer marketing is increasingly integrated into the marketing mix

49% of F&B brands integrate influencer marketing with PR and communications strategies, reinforcing the role of creators in brand storytelling and reputation.

What you will learn in this report

Download the full report to explore:

• How European food and beverage brands structure their creator ecosystems
• Which influencer profiles (nano, micro, macro, mega) dominate the sector
• How influencer marketing budgets are evolving in the F&B industry
• The role of ambassador programmes, content co-creation and paid amplification
• How brands integrate influencer marketing with PR, paid media and brand campaigns
• The growing importance of compliance, transparency and brand values
• Key opportunities for 2026 including AI, automation and short-form video

Methodology

This analysis is based on The State of Influencer Marketing in Europe 2025, a quantitative study conducted by Kolsquare in partnership with NewtonX across seven European markets.

The report focuses specifically on 35 brand-side respondents operating in the food and beverage industry, representing 9% of the total brand sample.

Participants were senior marketing decision-makers including CMOs, Heads of Influence and Social Media Managers with at least two years of experience managing influencer marketing strategy, budgets or creator partnerships.

Data was collected via an online survey between September and October 2025 using verified professional sampling.

Due to the limited sample size, the insights provide a directional overview of sector trends rather than a full industry census.

Download the Food & Beverage Influencer Marketing Report

Get the full data, charts and insights shaping influencer marketing strategies for food and beverage brands across Europe.