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Food And Drink In The EU, In Numbers
Gourmet food, soft drinks, recipes: each search has its own calendar. Manufacturers as Eurostat measures them, then the month when each family is searched for most on Google.
Food Manufacturing
NACE code 10
Manufacture of food products
273,223companies in the EU
Eurostat publishes no final figure for this country.
16.0 people per company on average
€1,352.4 billion in turnover
Soft Drinks And Bottled Water
NACE code 11.07
Manufacture of soft drinks; production of mineral waters and other bottled waters
4,158companies in the EU
Eurostat publishes no final figure for this country.
€69.8 billion in turnover
Most searched month: January
Source: Eurostat, enterprises by NACE activity (dataset sbs_ovw_act), EU-27, NACE codes 10 and 11.07, 2024 data updated on 30 September 2026.See the raw data. People per company: calculated from the number of people employed and the number of companies published by Eurostat.
Source: US Census Bureau, Economic Census 2022 (dataset ecnbasic), United States, establishments with paid employees, NAICS codes 311 and 31211, 2022 data updated on 24 October 2023. An establishment is a single site: a company with 3 sites counts 3 times. See the table. Employees per establishment: calculated from the number of employees and of establishments published by the US Census Bureau. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Statistics Canada, Canadian Business Counts, with and without employees, June 2026, Canada, NAICS codes 311 and 312110, released on 14 August 2026. Statistics Canada counts locations: a company with 10 stores and a head office counts 11 times. Without employees, only locations that are incorporated or earn more than C$30,000 in business revenue are counted. See the tables with employees and without employees. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: INEGI, National Statistical Directory of Economic Units (DENUE) 05/2026, Mexico, active establishments except agriculture, SCIAN codes 311, 312111 and 312112 (SCIAN Mexico 2023), released on 20 May 2026. DENUE counts establishments with premises, homes included: a trade carried out at the customer's site with no premises of its own (painter, plumber) or by street vendors is left out, as are rural localities under 2,500 inhabitants. People employed include the owner. See the methodology. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: e-Stat, 2021 Economic Census for Business Activity, Ministry of Internal Affairs and Communications, Japan, privately owned establishments as of 1 June 2021, JSIC codes 091, 092, 093, 094, 095, 096, 097, 098, 099 and 101 (Japan Standard Industrial Classification, revision 13), data updated on 30 September 2026. An establishment is a single site: a company with 3 sites counts 3 times. People engaged include owners. See the table. People per establishment: calculated from the number of people engaged and of establishments published by e-Stat. Each card uses the Japanese classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Nomis, UK Business Counts (extract from the Inter-Departmental Business Register), United Kingdom, enterprises and local units live in March 2026, SIC 2007 codes 10 and 1107 (UK classification, identical to NACE down to 4 digits), data updated on 24 September 2026, retrieved on 16 October 2026. The register only counts businesses registered for VAT or PAYE. A local unit is a site: a company with 3 sites counts 3 local units. See the tables enterprises and local units. Data source: Office for National Statistics, licensed under the Open Government Licence v3.0.
Source: OECD, Structural Business Statistics (SDBS), South Korea, establishments (local units), ISIC codes 10 and 1104 (United Nations international classification, revision 4), 2022 data retrieved on 16 October 2026. An establishment is a single site: a company with 3 sites counts 3 times. A figure the OECD flags as estimated or imputed is left out: the card then says there is no final figure. See the table, see the raw data. People per establishment: calculated from the number of people employed and of establishments published by the OECD. Each card uses the international classification (ISIC) code or codes that match its NACE code exactly, NACE being derived from ISIC; where there is no exact match, the card says so. Official ISIC titles: United Nations Statistics Division.
The Google Search Calendar
Index 100 = the most searched month of each line. Searches in the United Kingdom, in English, from October 2025 to September 2026.
Gourmet Food And Hampers
Soft Drinks
Recipe Ideas
100500
Gourmet Food And HampersSoft DrinksRecipe Ideas
OctNovDecJanFebMarAprMayJunJulAugSep
Most searched month: gourmet food and hampers in December, soft drinks in January, recipe ideas in January. Gourmet Food And Hampers: December brings 16.7 times the searches of April.
Source: Google Ads Keyword Planner, monthly search volumes in the United Kingdom, in English, from October 2025 to September 2026, retrieved on 15 October 2026 from Théo Maupilé's Google Ads account. Searches measured: “hampers”, “christmas hampers”, “food hampers”, “gourmet food”, “kombucha”, “iced tea”, “sparkling water”, “soft drinks”, “recipes”, “easy recipes”, “dinner ideas” and “recipe ideas”. Method: each line adds up its searches, then takes the value 100 in its highest month. Google rounds the volumes it returns: the line shows the rhythm of demand, not an exact volume.
See the chart data
Month
Gourmet Food And Hampers
Soft Drinks
Recipe Ideas
October 2025
21
53
83
November 2025
56
36
82
December 2025
100
36
72
January 2026
9
100
100
February 2026
7
49
82
March 2026
9
43
82
April 2026
6
37
75
May 2026
7
38
67
June 2026
7
44
67
July 2026
7
39
67
August 2026
8
39
72
September 2026
11
58
80
The Price Of A Click At The Top Of Google
What advertisers paid to appear at the top of the results, for the most searched query of each line, in the United Kingdom.
Gourmet Food And Hampers “hampers”€0.66 to €2.45
Soft Drinks “kombucha”€0.12 to €1.43
Recipe Ideas “dinner ideas”€0.07 to €0.52
Source: Google Ads Keyword Planner, top of page bid, low range and high range, in euros, in the United Kingdom, retrieved on 15 October 2026 from Théo Maupilé's Google Ads account. According to Google, the range runs from the 20th to the 80th bid out of 100: about 6 bids in 10 fall between the two amounts. It is an observed range, not a price list: the price of each click is set in an auction.
Let's Discuss Your Challenges!
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Food & Beverage Brands · United Kingdom
Where Is Your Audience?
Your audience moves from one app to the next within the same day: they search on Google, watch YouTube, browse Discover and Gmail, scroll Instagram and Facebook, ask ChatGPT for advice. Tap an app to see where your ad meets them, and what the ad platforms measure in your industry.
SponsoredYYour brandFine Food Hampers · Your BrandArtisan products, gift hampers and tracked delivery.
SGoogle ShoppingIllustration
hampers
Sponsored
Fine food hamperYour brand
Artisan chutneyYour brand
YYouTubeIllustration
Artisan flavour, deliveredAd · Your brand
Up nextA seasonal recipe with three fine food products
SponsoredFine Food Hampers · Your Brand
DDiscoverIllustration
Artisan flavour, delivered
YYour brand · SponsoredFine Food Hampers · Your Brand
MGmailIllustration
YSponsoredYour brandFine Food Hampers · Your BrandArtisan products, gift hampers and tracked delivery.
WWebsites and appsIllustration
Artisan flavour, deliveredYYour brandLearn more
FFacebookIllustration
YYour brandSponsored
Artisan products, gift hampers and tracked delivery.
Artisan flavour, delivered
Fine Food Hampers · Your BrandLearn more
IInstagramIllustration
YYour brandSponsored
Artisan flavour, delivered
Learn more→
CChatGPTIllustration
what food hamper makes a good Christmas gift?
Here are the points to compare before you choose, based on your situation.
SponsoredYYour brandFine Food Hampers · Your BrandArtisan products, gift hampers and tracked delivery.
Searchinggoogle.com · Google app
GGoogle
They type their need in their own words. This is when intent is at its clearest: your ad answers a question they have just asked.
40,500searches a month for “hampers”, in the UK
Searches a month in your industry, in the UK
“hampers”40,500
“kombucha”90,500
“recipes”74,000
Source: Google Keyword Planner, searches in the United Kingdom, in English, monthly average from October 2025 to September 2026, estimated and rounded by Google, pulled on 15 October 2026.
They know what they want and compare before clicking. Your product shows with its image and details, pulled from the feed you send to Merchant Center.
4placements for a Shopping campaign: the Shopping tab, Google Search, Google Images and partner websites, if your campaign includes them
In Your Industry
For retail, Google puts Shopping first: your products go through a Merchant Center feed, and the more specific that feed, the better your ads match the interests of the people searching.
They watch a video they chose. Your ad plays before or during that video, or shows up in their suggestions: your brand gets known before the need is put into words.
6 sthe bumper format: a short message your audience sees in full
They browse the feed of articles and videos the Google app suggests. Your ad slips in as one card among the others: they discover your offer before they even look for it.
3 feedsa single Demand Gen campaign places your ad in Discover, in Gmail and in YouTube’s feeds
They read an article or use an app. Your banner shows next to the content: your brand stays top of mind, and people who already visited your site see you again.
Millionsof websites and apps where a Display campaign can show your ad, on top of YouTube
They catch up with friends, groups and their local area. Your ad slots into that feed, or into Marketplace when they look for something nearby.
35.2 to 41.5 millionpeople aged 18 and over reachable in the UK on Facebook
The whole country’s audience, platform by platform
Instagram31.1 to 36.6 million
Facebook35.2 to 41.5 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
They scroll their feed, stories and reels to unwind. The image takes the first step: your offer gets discovered here, and people who already visited your site find you again.
31.1 to 36.6 millionpeople aged 18 and over reachable in the UK on Instagram
The whole country’s audience, platform by platform
Instagram31.1 to 36.6 million
Facebook35.2 to 41.5 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
They ask their question and read a full answer. The ad appears below that answer when the topic of the conversation matches what you offer: the need is already detailed, constraints included.
31European countries in the expansion announced by OpenAI, France and Spain included
Food & Beverage Marketing With Google Ads & Meta Ads
I'm Théo, a freelance Paid Media specialist with 100+ clients on Google Ads & Meta Ads. For a food or drink brand, I build campaigns that make a product known from launch, show its recipes on video, and sell on your online shop as well as through your retailers. My standard: ads that say what your label and the law allow, and measurement that follows every online sale, plus your retailers' sales when they share them. I work directly with you.
The 3 Paid Media Projects For Food & Beverage Brands
A Brand Sold By Others
A large part of your sales often goes through retailers: supermarkets, delis, a reseller's website. When your retailer takes part in Meta's Collaborative Ads, it shares with your brand the part of its catalogue that holds your products, your ads use it, and you see your own sales at that retailer. On Google, Manufacturer Center lets a brand submit the reference data for its products, which enriches their product pages on Google.
Launching A New Product
At launch, a new product needs to be known before people search for it. The first weeks happen on video, on Meta and YouTube, with the recipe or the moment it is eaten or drunk, then Google Search takes over when people start searching for its name and category. The year also has its peaks, such as Christmas hampers or cold drinks in summer.
What Your Label Lets You Say
In the UK, from 5 January 2026, a business must not pay for online ads for an identifiable "less healthy" food or drink product, with exceptions such as food and drink SMEs (Communications Act 2003, section 368Z14). In the EU, a claim like "source of fibre" needs at least 3 g of fibre per 100 g, or 1.5 g per 100 kcal (Regulation (EC) No 1924/2006).
The Method, Applied To Food & Beverage Brands
1
Audit Of Products And Retailers
Your online shop, your retailers, your best sellers and their margin, and real searches around your products, before the first ad.
2
Every Claim Checked
Each claim checked against the rules of the target country, and each product checked against UK rules before it enters a UK campaign.
3
Launch On Video, Then Search
My recommendation is to launch a product on video on Meta and YouTube, with its recipes, then reach on Google the people who search for its name or category.
4
Online Sales And Retailer Sales
Online orders with their value, retailer sales when the retailer shares them, and MER to connect your total ad spend to your total revenue.
Frequently Asked Questions From Food & Beverage Brands
Which Food And Drink Ads Are Restricted Online In The UK?
From 5 January 2026, a business must not pay for ads for an identifiable "less healthy" food or drink product to be placed online (Communications Act 2003, section 368Z14). A product is "less healthy" when it falls within a description set by regulations and scores as less healthy under the Nutrient Profiling Technical Guidance published by the Department of Health in 2011. The rule has exceptions: a food or drink SME at the time of payment, ads aimed only at people working in the food and drink trade, and ads not meant mainly for people in the UK. I check each product against these rules before it enters a UK campaign.
What Can A Food Ad Claim In France And Spain?
Regulation (EC) No 1924/2006 covers nutrition and health claims in the labelling, presentation and advertising of food across the EU. A nutrition claim is allowed when it is listed in its Annex and meets its conditions: "high protein" needs at least 20% of the energy value to come from protein. A health claim must be authorised and on the EU lists, and claims about the rate or amount of weight loss are excluded. In France, these ads also carry a health message such as "Pour votre santé, mangez au moins cinq fruits et légumes par jour" (Public Health Code, Article L2133-1). I prefer to start from the claims your label already carries.
How Do You Advertise When Retailers Sell Your Brand?
By linking your campaigns to the places where your brand sells. On Meta, Collaborative Ads let a retailer share a segment of its catalogue with your brand: your ads show your products at that retailer, and reporting keeps only your purchases. Your retailer needs to take part, and Meta recommends a separate ad account for each retailer. On Google, Manufacturer Center lets a brand submit the reference data for its products. To read the whole picture, MER compares your total ad spend with your total revenue.
When Should A Food Brand Launch Its Campaigns?
Before the peak: the calendar above shows that in the UK, gourmet food and hampers are searched most in December, and soft drinks and recipe ideas in January. Campaigns ramp up a few weeks before, and a new product launches on video ahead of its category's peak.
What Happens After You Click
1
7 Questions
A short form: your website, your budget, your goal. Two minutes is all it takes.
2
A 20-Min Call
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
3
Your Access And My Onboarding
You give me access to your accounts, and I send you my onboarding document to go into the detail of your business, your market and your positioning.
4
Building Your Strategy
We start building your strategy from everything you have shared with me.
5
Our Day-To-Day Communication
I adapt to your team's tools: Slack, Microsoft Teams, Gmail or Google Chat for the roadmap and project follow-up. WhatsApp is kept for urgent requests.
Slack
Microsoft Teams
Gmail
Google Chat
WhatsApp
Let's Talk About Your Brand
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
