2024年至2025年营销对标报告

Investment Rating - The report provides a positive outlook for the food and beverage industry, indicating a stable growth rate of 0.7% globally, with a slightly higher growth rate of 1.7% in the United States [3]. Core Insights - The food and beverage sector is experiencing a slight increase in interest, laying a foundation for growth in the remaining part of the year [3]. - There is a growing demand for health-conscious food choices, and the convenience of online grocery shopping is contributing to market growth, especially in challenging economic conditions [3]. - The top market participants dominate the industry, with significant website traffic and influencer reach, indicating strong brand loyalty and extensive reach [3][4]. Summary by Sections Industry Overview - The average monthly traffic for the food and beverage industry is 296 million, with a year-on-year demand growth of 1.75% [3]. - The top five websites by traffic include doordash.com (19.8 million), allrecipes.com (17 million), and kroger.com (12.7 million) [3]. Market Participants - The top 1% of market participants account for 41% of the total traffic, indicating a high concentration of market share among leading brands [3]. - Influencer marketing is becoming increasingly important, with a total reach of 690 million from 146,000 food influencers [3]. Digital Marketing Insights - Direct traffic accounts for 46.9% of web traffic, followed by organic traffic at 37.9% [3]. - The fastest-growing websites in the health food segment are oveandlemons.com (+127.6%) and skinnytaste.com (+107.2%) [3]. Engagement Metrics - The average number of pages viewed per visit is 9 for leading brands, with a low bounce rate, indicating high user engagement [3]. - Influencer collaborations yield a significantly higher engagement rate compared to brand-owned accounts, with an average participation rate of 2.32% [3][4]. Audience Characteristics - The audience for food and beverage brands is predominantly female, with 60% of the audience being women [3]. - The loyalty metric for the industry is moderate at 6.78%, suggesting opportunities for challengers and newcomers to capture market share [3].