Foley & Lardner LLP partner Christopher Cain appeared on the Nutracast podcast episode, “TikTok and influencer marketing ushers in a new wellness culture,” to discuss the transformation of the food and beverage industry amid the rise of influencer marketing.
“People are increasingly aware of what they’re ingesting, what they’re putting in the body and expecting and demanding products to match that,” Cain explained. “So not only just eating healthier per se, but picking beverages, snacks, and supplements that have targeted benefits for the body.”
Cain noted too that the confluence of TikTok and Gen Zers has led to an increased interest in influencer aspirations.
“I think when they’re looking at ways they can do that, particularly when we’ve been in a period where we’re almost in a recession or where things are tough and might be tight, or the fact that you’re just 21 or 22 and can’t afford to blog or TikTok about your trips to Tahiti, they’re looking for ways where they can make a difference,” Cain added. “And luxury food has been something that certainly has exploded.”