Growing a food & drink brand
Americans spent $2.51 trillion on food in 2025, more than half of it away from home. Reach diners on Facebook, Instagram and TikTok, and keep US alcohol ads for people 21 and over.
How big is the food & drink industry?
US consumers, businesses and government spent $2.51 trillion on food in 2025, and $1.41 trillion of it went on food away from home.
| Measure | Figure | Year |
|---|---|---|
| Total US food spending | $2.51 trillion | 2025 |
| Food away from home | $1.41 trillion | 2025 |
| Share of disposable income spent on food | 9.7% | 2025 |
| Restaurant and foodservice sales | $1.55 trillion (forecast) | 2026 |
| Restaurant and foodservice jobs | 15.8 million (forecast) | 2026 |
The spending figures come from USDA's Economic Research Service, and the forecasts from the National Restaurant Association's 2026 State of the Restaurant Industry report.[1, 2]
Who are food & drink customers?
Lower-income households spend the biggest share of their income on food, while higher earners and Gen X households spend the most dollars.
| Group | What the figures show |
|---|---|
| Lowest-income fifth of households | Food takes 33.0% of before-tax income |
| Highest-income fifth | Food takes 6.4% of income; $7,652 a year on meals away from home |
| Gen X households | Spend the most on food, $12,124 a year |
| Gen Z and millennials | Lead the growth in off-premises dining, such as takeout and delivery |
Which platforms should a food & drink brand grow on?
Facebook reaches 70% of US adults, and Instagram reaches most adults under 50, where Gen Z and millennials lead takeout growth.
| Platform | US adults | Ages 18 to 29 | Ages 30 to 49 |
|---|---|---|---|
| 70% | 69% | 78% | |
| 51% | 79% | 64% | |
| TikTok | 37% | 65% | 45% |
| 33% | 37% | 39% |
Meta shows US alcohol ads only to people 21 and over, and WhatsApp's business policy bans selling or promoting alcohol in the US. Put your menu and orders on your .com, and read protecting your trademark once the name is filed. For domain endings and trademark classes, see naming a food & drink brand.[2, 4, 5, 6, secondary]
Checks the .com, Instagram, TikTok, Facebook, WhatsApp and trademarks in one search.
Who are the top food & drink creators?
Nick DiGiovanni and Nara Smith are on Forbes' 2026 top creators list, and Keith Lee is on the TIME100 Creators list for 2025.
| Creator | Known for | Named by |
|---|---|---|
| Nick DiGiovanni | Cooking stunts and celebrity collaborations; his Osmo seasonings sell at Walmart | Forbes Top Creators 2026 (opens in a new tab), #19 |
| Keith Lee | Food critic whose reviews can put a small, family-run restaurant on the map | TIME100 Creators 2025 (opens in a new tab) |
| Nara Smith | TikTok chef known for her soft voice and red-carpet cooking outfits | Forbes Top Creators 2026 (opens in a new tab), #33 |
| Tini Younger | Chef who broke out on Next Level Chef; her mac-and-cheese TikTok went viral | Forbes Top Creators 2026 (opens in a new tab), #36 |
| Jordan Howlett | Recipes for famous fast-food dishes, as Jordan the Stallion | Forbes Top Creators 2026 (opens in a new tab), #46 |
Which sites are the authorities on food & drink?
The National Restaurant Association, USDA's Economic Research Service, the FDA and the TTB are the main authorities on US food and drink.
| Site | What it is | Use it for |
|---|---|---|
| National Restaurant Association (opens in a new tab) | The largest foodservice trade association in the world | Restaurant sales, jobs and forecasts |
| USDA Economic Research Service (opens in a new tab) | USDA's research agency on trends in agriculture and food | Food spending and price data |
| FDA: Food (opens in a new tab) | The FDA's food program: safety, labeling and nutrition | Labeling and food safety rules |
| Alcohol and Tobacco Tax and Trade Bureau (opens in a new tab) | The Treasury bureau that taxes alcohol and enforces its labeling and advertising laws | Rules for beer, wine and spirits |
Sources (10)
- PrimaryUSDA Economic Research Service: Food Prices and Spending (opens in a new tab); and About ERS (opens in a new tab)
- PrimaryNational Restaurant Association: Persistent cost increases and enduring demand will shape the restaurant industry in 2026 (opens in a new tab); and About us (opens in a new tab)
- PrimaryUS Bureau of Labor Statistics: Consumer Expenditure Surveys, 2024 tables (opens in a new tab), by generation (table 2602) and income quintile (table 1101)
- SecondaryPew Research Center: Social Media Fact Sheet (opens in a new tab), survey of US adults
- PrimaryMeta: Alcohol ad standards (opens in a new tab)
- PrimaryWhatsApp Business Policy (opens in a new tab), sections 4 and 5
- SecondaryForbes: Top Creators 2026 (opens in a new tab) (archived)
- SecondaryTIME100 Creators 2025 (opens in a new tab)
- PrimaryFDA: Food (opens in a new tab)
- PrimaryAlcohol and Tobacco Tax and Trade Bureau: About TTB (opens in a new tab)