The food and beverage industry is rapidly evolving due to digital innovation, shifting consumer behavior, and growing competition. By 2025, success will depend on using modern marketing strategies that blend online engagement with in-store sales, leading to higher conversions, better retail partnerships, and stronger brand loyalty.

The advertising landscape is shifting towards commerce media, which encompasses retail media and extends to broader transactional contexts. Commerce media leverages first-party data to target ads in environments like airlines, hotels, financial platforms, coupon services, and payment systems (e.g., PayPal, Klarna). It differs from traditional advertising by integrating data-driven, personalized campaigns into transaction contexts.