Food & drink brands double down on influencers for 2026

European food and beverage brands plan to step up influencer marketing in 2026, with most expecting to work with more creators and spend more on partnerships, according to research commissioned by influencer marketing platform Kolsquare.

The study found that 74% of food and beverage brands plan to work with more influencers in 2026, while 70% intend to increase influencer marketing budgets. It also found that 68% of brands in the sector worked with influencers in 2025.

Among brands active in 2025, budgets varied. More than half reported spending between £130,000 and £870,000. The figures suggest creator partnerships have moved beyond pilot activity and are now treated as a standard line in marketing plans.

Influencer rosters are also expanding. The report found that 46% of food and beverage brands work with between 11 and 49 influencers each year, while 15% work with more than 250 creators annually. In addition, 40% said they increased their talent pools over the past year.

Quentin Bordage, CEO and founder of Kolsquare, described the change as a shift in how marketing teams use influencer activity across the brand cycle.

"Food and beverage brands were among the earliest adopters of influencer marketing, but what we are seeing now is a clear shift from experimentation to maturity. Creator partnerships are becoming a strategic part of brand building and communications rather than short-term campaign tactics," said Quentin Bordage, CEO and founder of Kolsquare.

Ethics and compliance

The survey suggests brands are placing greater emphasis on governance and fit when selecting collaborators. Some 86% said influencer partners should align with their corporate values, and 74% expect influencers to follow advertising regulations.

The report also outlined the criteria brands use to assess creators. Audience demographics ranked highest, cited by 46%, followed by number of followers at 43%.

Brands reported working with creators of many sizes, often using a mix to reach different audiences. Micro influencers (10,000 to 100,000 followers) were used by 89% of brands, and macro creators (110,000 to 1 million) by 80%. Celebrity influencers with more than 1 million followers featured in 37% of strategies, while nano influencers (1,000 to 10,000) were used by 49%.

Long-term partnerships

Food and beverage marketers also reported a growing focus on sustained relationships. The research found that 63% plan to increase investment in long-term influencer partnerships, and that brands are prioritising paid amplification of creator content as part of their distribution approach.

Ambassador programmes are becoming more common. Nearly half of food and beverage brands (49%) said they run ambassador programmes, which typically formalise ongoing collaboration with a smaller group of creators over time.

User-generated content also remains a spending priority, with 51% planning to increase investment. Content collaboration appears central to influencer activity in the sector: 71% said they prioritise content co-creation with influencers, and 49% said they seek values-driven collaborations.

AI and integration

The research points to a larger role for technology in planning and measurement. It found that 51% of food and beverage brands plan to increase the use of AI and automation in influencer marketing in the coming years, alongside a broader trend towards integrating influencer activity with wider marketing operations and communications planning.

Influencer marketing is also becoming more closely aligned with public relations. Around 49% of brands said they integrate influencer campaigns directly with PR and communications strategies.

Bordage said the next phase will be shaped by data-led decision-making and longer-term creator relationships.

"Influencer marketing is becoming a fully integrated part of the marketing mix. The next stage of growth will be driven by data, AI and long-term creator ecosystems that deliver both credibility and measurable performance," said Bordage.

The findings are based on a quantitative study conducted by Kolsquare in partnership with NewtonX across seven European markets, drawing on responses from senior marketing decision-makers in the food and beverage sector.