Food & Drink Influencer Marketing Benchmarks

How much of the United Kingdom creator feed is Food & Drink?

With 13.01% of the feed, Food & Drink ranks fifth of 21 categories. It leads the middle tier rather than belonging with the leaders. Shopping & Fashion and Entertainment each take more than twice its share. The categories just above, Sports & Fitness at 15.36% and Beauty & Wellness at 16.27%, sit only a few points higher, so the gap separating fifth from third is narrow. Below, the feed thins out faster. Luxury & Lifestyle, the next category down, holds 8.27%. Food & Drink commands a solid slice of attention, but it shares that position with two neighbours of similar size rather than standing alone behind the two leaders.

Who are the most visible creators in Food & Drink in United Kingdom?

Reach does not translate into engagement evenly among the most visible creators. Shraddha ✶ at 3.03% and Sweet Zori at 3.46% engage at similar levels. Siddhartha Joshi pulls a comparable volume of views at an engagement rate of 0.06%, a small fraction of either. A rate that low on that much reach may reflect more boosting, since bought views add audience without a matching rise in likes and comments. Attention in the category is also spread wide: the 20 most viewed creators hold 12.76% of category views, so no small group controls what the audience sees.

1. 1Shraddha ✶@shraddhakapoor405M views3.03% ER
2. 2Siddhartha Joshi@siddharthajoshi355M views0.06% ER
3. 3Sweet Zori@_sweetzori315M views3.46% ER

The 20 most viewed creators hold 12.76% of all Food & Drink views in United Kingdom.

What is a good engagement rate for Food & Drink content?

Paid posts in the category engage at 1.16% against 3.37% for organic, about a third of the organic rate. The three listed brands start from almost the same organic level and finish far apart on paid. Greggs has the highest organic rate in the table at 4.98%. Its paid content engages at 0.17%, well under the category's paid rate, and that paid rate fell 2.35 pp on the prior quarter. Buldak holds its paid rate closest to organic at 2.08%, a little under half its organic figure. Cadbury sits just behind at 1.8% paid, after adding 0.79 pp on its paid rate over the prior quarter. Organic engagement barely separates these brands. Their paid performance does.

Brand	Organic ER	Paid ER
GGreggs	4.98%	0.17%
BBuldak	4.54%	2.08%
Cadbury	4.53%	1.8%

How much of the category are official partnerships?

On views from posts published in the quarter that carry a partnership, sponsorship or boost, Food & Drink ranks sixth of 21 categories, at 12.84% against a median of 7.09%. It sits in a close group with Home & Garden just above it and Shopping & Fashion a little higher. Tech & Gadgets leads the ranking by a wide margin. The in-quarter measure, views gained inside each quarter on posts with paid support, shows the direction of travel. It stayed lower through the first three quarters shown, rose to 7.16% a quarter earlier, and eased to 6.88%.

Advertising you cannot see on a creator profile

Dark boosts are creator-collaboration ads that never appear on the creator’s profile. In Food & Drink, United Kingdom, Q3 2026 they carry 16.7% of the paid reach.

• 14M reach
  Jamie Oliver@jamieoliver

  Paid by Sensodyne6 ads
• 4M reach
  Jill Scott MBE@jillscottjs8

  Paid by eToro10 ads
• 3.6M reach
  Sophia Pelizzoli@sophiapelizzoli

  Paid by Birra Moretti UK1 ad

Also in the full report

• Timing of BoostingThe median boost starts 5 days after the post goes up.
• Brand Leaderboard20 brands ranked by the public views their creator content earned.
• Paid vs. Earned media20 brands compared on what they bought against what they earned.
• Top Dark Boosts17 more dark placements ranked by the paid reach they delivered.

How these numbers are measured

• Ranked by total public views in the category; share is the creator's category views divided by the category total.
• Cumulative ads reach counts the ads delivering in the quarter, pro-rated to the days each one ran inside it, and a boosted post and a dark ad count once each. No cross-ad deduplication, so one person can be counted twice.
• Creators counts everyone whose content for the brand was live in the quarter, matching the Share of Influence dashboard's own gates; views counts what brand-scored content gained inside it, so the two sit on different populations.
• The paid column counts the ads that delivered in the quarter, public and dark together, each ad's reach pro-rated to the days it ran inside it. The organic column counts views the brand's content gained in the same window.
• Dark boosts are creator-collab ads that never appear on the creator's profile.
• Posts were tagged with categories differently in Q2 2026 than in Q3 2026, so this page does not compare the category's share of the feed with earlier quarters.

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