The consumer goods industry, i.e. what we buy every day in supermarkets or online stores, has undergone significant changes in recent years. One of the main trends that have influenced the expansion of certain product groups and the emergence of completely new categories is environmental friendliness. More and more companies are developing ecological packaging, switching to the production of such that can be reused, and stores are selling products in their bags or cartons. Another trend today is self-service. More and more convenient online stores, mobile applications for shopping and delivery, as well as traditional stores, but without staff, are appearing in the world. A third trend that has significantly influenced the food industry is the interest in vegetarianism and healthy lifestyle. Huge areas in retail chains are occupied by the departments of organic, gluten-free, and lactose-free products. All this gives a large potential for the use of various marketing tools, including innovative, but already well-proven ones, as influencer marketing.