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Food & Beverages
Food and beverage is one of the most viral categories in creator marketing. Recipes, taste tests, and unboxings travel fast, and TikTok has become the discovery engine for new products, snacks, and drinks. Creator content consistently outperforms standard ads for food brands, and budgets are following. This page shows how creator spend is growing, how creator content performs against standard ads, how the space is evolving, and how Mozie helps food and beverage brands turn creator content into real sales.
$37B
US creator ad spend in 2025, up 26 percent year over year
Industry estimates+159%
higher engagement for creator content versus non-creator ads
CPG Marketing+40%
increase in food and beverage TikTok spend in 2024
Awisee10%+
engagement rate for strong food creators on TikTok
CPG MarketingFood and beverage is built for creators. A single recipe, taste test, or honest review can turn a new product into a sell-out moment, and TikTok has become the place where shoppers find their next snack, drink, or restaurant. Creator content does not just earn attention, it drives action, with far higher engagement and clicks than standard ads at the same cost.
For marketers, the opportunity is to treat creators as an always-on growth channel tied to real sales, not a one-off campaign. A steady roster of authentic micro and mid-tier creators, connected to TikTok Shop and retail, turns content into trial and repeat purchase. The sections below show how spend is growing, how creator content performs, and how Mozie helps you run the whole program.
Global influencer marketing market value
Food and beverage brands are moving budget into creator content, with TikTok spend up 40 percent in 2024. Source: Influencer Marketing Hub
Uplift for food and beverage creator content versus non-creator ads at the same cost
Creator-led content drives far higher engagement and clicks for the same spend. Source: CPG Marketing
2015-2018
The food blogger and Instagram era
Beautiful food photography and bloggers shaped early food marketing.
2019-2021
Recipes and reviews go social
Short recipes, taste tests, and honest reviews became how shoppers found new products.
2022-2023
FoodTok and viral products
TikTok turned single videos into sell-out moments for snacks, drinks, and restaurants.
2024-2025
Creator content drives the shelf
Brands tie creator campaigns to TikTok Shop and retail sales, with always-on micro-creator programs.
From discovery to measurement, Mozie runs your food and beverage creator program in one place.
Surface food, drink, and recipe creators by niche, audience, and engagement, so every partnership fits your product and audience.
Manage outreach, briefs, contracts, and content review in one workflow, from first message to live post.
Track go-live, tracking links, and performance so you can connect creator content to real sales.
Discover the right creators, run campaigns end to end, and connect content to sales.