The 2025 B2B Marketing Benchmark: Food & Nutrition
A fresh helping of sector-specific insights and trends. Data-led. Expert-informed. Industry-backed.
Discover what’s shaping B2B marketing in F&N – from the rise of the differentiation dilemma to digital-first strategies driving impact.
2025 Benchmark
From short-term focus to strategic growth
The second edition of the Food & Nutrition B2B Marketing Benchmark reveals significant shifts in strategic priorities since 2024.
Brand awareness and differentiation has overtaken budget and ROI concerns as the top challenge for B2B marketers in the sector.
Yet some trends have persisted — and evolved. Budget uncertainty remains. The creativity gap has widened. And the initial curiosity in new technologies is maturing into selective, strategic adoption.
In this year’s report we explore how smart, strategic B2B marketing can drive brand value, deepen relationships and build a solid foundation for future growth.
Explore the key findings
1. The differentiation dilemma
64% of F&N B2B marketers cite brand awareness and differentiation as their top challenge.
Standing out is harder than ever. As competition intensifies, brand awareness and differentiation have become the top priorities for F&N marketers in 2025.
1. The differentiation dilemma
64% of F&N B2B marketers cite brand awareness and differentiation as their top challenge.
Standing out is harder than ever. As competition intensifies, brand awareness and differentiation have become the top priorities for F&N marketers in 2025.
2. Brand building vs. short-terms sales
62% struggle to balance long-term brand health with short-term ROI.
The focus on short-term gains is making it harder for F&N B2B marketers to invest in long-term brand health— despite recognising its critical role to sustainable growth.
2. Brand building vs. short-terms sales
62% struggle to balance long-term brand health with short-term ROI.
The focus on short-term gains is making it harder for F&N B2B marketers to invest in long-term brand health— despite recognising its critical role to sustainable growth.
3. The creativity conundrum
59% struggle to craft a brand message that truly stands out.
Creativity is seen as key to differentiation—but many F&N brands feel their communications fall short. This struggle to effectively convey what makes them unique is a major hurdle in today’s competitive market.
3. The creativity conundrum
59% struggle to craft a brand message that truly stands out.
Creativity is seen as key to differentiation—but many F&N brands feel their communications fall short. This struggle to effectively convey what makes them unique is a major hurdle in today’s competitive market.
4. Navigating audience engagement
61% of B2B marketers in F&N have adopted or plan to adopt video marketing.
Video marketing is rapidly becoming a key tool for F&N B2B marketers, driving the shift toward more engaging, dynamic content to communicate complex messages.
4. Navigating audience engagement
61% of B2B marketers in F&N have adopted or plan to adopt video marketing.
Video marketing is rapidly becoming a key tool for F&N B2B marketers, driving the shift toward more engaging, dynamic content to communicate complex messages.
With expert perspectives by Heather Granato
In this second edition, Heather Granato, founder of strategic consultancy Nutrachievement, returns as our expert contributor, bringing her signature blend of industry insight, strategic vision and sharp analysis to the report.
A respected voice in the global nutraceutical and food space, Heather once again elevates our findings with commentary rooted in three decades of experience. Her perspective adds depth and relevance to the data, giving marketers a clearer view of the opportunities and challenges ahead.
With expert perspectives by Heather Granato
In this second edition, Heather Granato—founder of strategic consultancy Nutrachievement—returns as our expert contributor, bringing her signature blend of industry insight, strategic vision and sharp analysis to the report.
A respected voice in the global nutraceutical and food space, Heather once again elevates our findings with commentary rooted in three decades of experience. Her perspective adds depth and relevance to the data, giving marketers a clearer view of the opportunities—and challenges—ahead.
About BDB — creators of the 2025 B2B Marketing Benchmark: Food & Nutrition
We are an integrated marketing agency dedicated to empowering global B2B brands in the ingredients, pharmaceutical and advanced materials sectors to deliver transformative communications.
With over 35 years of B2B expertise, we provide meaningful insights and actionable strategies tailored to the demands of today’s marketing landscape. Our initiatives, such as the B2B Marketing Benchmark: Food & Nutrition, are designed to support industry professionals in overcoming challenges and achieving their goals.
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