The food and beverage (F&B) sector is undergoing a profound digital transformation. As consumer expectations shift toward seamless, personalized, and on-demand experiences, F&B brands are reimagining how they engage, serve, and build loyalty with their customers. At the heart of this transformation is data—fueling smarter decisions, richer customer experiences, and entirely new business models. Brands that harness the power of data, artificial intelligence (AI), and e-commerce are not only accelerating growth but also setting new standards for customer-centricity in a highly competitive market.
The global health crisis dramatically accelerated the shift to digital channels, with 71% of consumers now shopping online more than before the pandemic and nearly half expecting to do so even more in the future. For F&B brands, this has meant a surge in e-commerce and a renewed focus on D2C strategies. Nearly half of industry leaders expect more F&B brands to go direct in the next three years, seeking to own the customer relationship, collect valuable first-party data, and deliver differentiated experiences.
However, the journey to D2C is not without its challenges. Fulfillment and logistics, organizational alignment, and the need for robust data access are among the top hurdles. Success requires a holistic approach—rethinking the alignment of owned and partner channels, investing in dedicated resources, and fostering a culture of agility and innovation. Brands that act like startups—rapidly prototyping, testing, and scaling new experiences—are best positioned to capture emerging opportunities.
Data is the foundation of modern F&B growth strategies. Over 55% of F&B companies are investing in customer data platforms (CDPs) to unify data from multiple sources and enable advanced analytics. These platforms empower brands to:
AI and advanced analytics are rapidly becoming essential tools. Nearly a third of F&B leaders cite AI as a major trend, using it to power dynamic content, optimize recommendations, and improve demand forecasting. AI-driven insights are also transforming supply chain efficiency, enabling brands to anticipate demand, optimize inventory, and deliver on the promise of on-demand fulfillment.
While the digital opportunity is vast, F&B brands face industry-specific challenges that require tailored solutions:
Winning in today’s market means meeting customers wherever they are—across digital, physical, and emerging channels. F&B brands are investing in omnichannel strategies that:
A quarter of F&B brands are actively breaking down silos to support personalization, while others are using customer feedback, chatbots, and social media to tailor experiences and scale brand presence. The shift to headless commerce and flexible tech stacks is enabling faster innovation and more responsive customer engagement.
Transformation is not just about technology—it’s about people and culture. Leading F&B brands are:
Organizational change is often cited as one of the biggest challenges, but it is also the key to unlocking the full potential of data-driven strategies. Brands that align their teams around a shared vision for customer-centricity and innovation are best positioned to thrive.
Publicis Sapient partners with leading F&B brands to unlock the power of data, AI, and digital commerce. Our deep industry expertise, proprietary methodologies, and technology partnerships—such as with Adobe—enable us to deliver:
We help F&B brands accelerate e-commerce growth, personalize customer experiences, and develop resilient D2C and on-demand strategies that win in a fast-evolving market.
The future of food and beverage is data-driven, agile, and relentlessly customer-focused. Brands that invest in unified data, operationalize AI, and foster a culture of innovation will deliver the personalized, seamless experiences that today’s consumers demand—unlocking new sources of growth and building lasting loyalty.
Ready to transform your F&B business? Connect with Publicis Sapient to discover how we can help you build the data-driven foundation for sustainable, scalable growth in the food and beverage sector.