Understanding the UK food influencer landscape

[phonenumber]

Remember the last time you were influenced to buy a new spain b2b leads ingredient at the store or visit a restaurant? There’s a good chance that influence came from a social media creator instead of a traditional ad.

Influencer marketing is a booming business because it’s a highly effective form of marketing. Influencers can be powerful partners for restaurants and food brands in particular, catching niche audiences’ attention with well-produced and relatable foodie content.

Food is a favorite topic among consumers, and influencers can help your brand stand out with mouthwatering content that doubles as a meaningful review. They’ve already built a rapport with the audience you want to reach, and followers trust their opinion.

If you’re a brand marketing to UK audiences, the food influencer scene is bursting with talented creators with a pulse on food and restaurant trends across the country. In this guide, we’ll cover the current state of influencer marketing and food trends, what to know when working with food influencers, and some of the top UK foodie influencers across cooking, baking, plant-based meals and more.

Influencer advertising in the UK has grown year over year, reaching more than a billion US dollars in annual spend as of 2024. Instagram remains a leading platform for influencers and social media users in the UK, with nearly 60% of internet users accessing the platform.

It is also important to research trends in the food industry—some of which UK influencers are helping define—before starting your marketing outreach. According to SquareMeal, some of the exciting things to look out for in 2024 include: