Get a demo The 2027 investment guide
Your next marketing dollar could go anywhere. Where it goes matters less than how much is already there.
Six sections on where Food & Beverage money goes, what each channel returns, and the decisions worth winning before the 2027 plan is signed off.
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Six sections, and the argument you will have to win for each
Where marketing budgets go
Food & Beverage spends more on trade than on media. Only one of those is yours to decide.
Changes in the F&B media mix over time
Linear TV lost nearly fifteen points of share. Search absorbed more of it than anything else.
ROI insights across key channels
Return is not a property of a channel. It is a property of how much you put into one.
Retail media spend and returns by retailer
Nine retailers carry reportable volume. The one taking the most money returns the least of the five largest.
The social platform mix
Three years of steady returns, and a platform reallocation that is still running.
When to spend, and flighting for impact
The split gets signed off. The weeks get delegated. The weeks are worth more.