SPECIAL EPISODE: How CPG food & beverage teams are prioritizing marketing spend, with exclusive PwC research
Marketing budgets in food and beverage are growing - but so is pressure to prove ROI.In this episode of the Food Intelligence Podcast, Tastewise CRO Jacques Botbol is joined by Valerie Davidov of Strategy& (PwC) to unpack the findings from a deep-dive study into CPG F&B marketing strategy and budget allocation through 2028. Theirconversation explores how marketing leaders are making tradeoffs today: where budgets are increasing, where spend is being reallocated, and why CFOs are demanding clearer ROI, faster execution, and better use of data.Key topics include:Why F&B marketing spend is projected to grow from ~12% to ~16% of revenueHow the mix is shifting toward digital, marketing tech, and automationThe tension between rising expectations and fragmented dataWhat “real-time marketing” actually means for brand and category teamsWhy many teams underutilize tools — and what drives real adoptionHow AI is reshaping decision-making, not just efficiencyThis episode is especially relevant for brand leaders, category managers, and marketing executives planning for 2026–2027 who want to understand not just where the market is going, but how decisions are being made inside leading F&B organizations.Prefer to watch the original live session? Get your copy of the recording here.
