Tubular Labs’ recent category infographics looked at what food & beverage social video viewers are watching and shopping for. The data reveals that “food hacks” is among the most-watched categories within food & beverage videos, but doesn’t have the scale of uploads that Mukbang or street food videos display. Knowing that presents an opportunity for publishers, brands and creators to fill that space for audiences seemingly thirsty for more of that content.

• As indicated above, food & beverage content viewership climbed 55% on social video over the last year — this despite a declining demand for at-home recipes and cocktails (you may remember the early pandemic bread craze…).

• Among the top brands food & beverage content viewers are shopping for on Walmart: Tasty, Minute Maid, Kellogg’s, Hot Ones and KitchenAid.

• And some of the top websites these viewers visit include Cheetos.com, Starbucks.com, Instacart.com and Coke.com.