CPG industry advertising in the U.S. - statistics & facts

Consumer packaged goods (CPG) advertising is a marketing sector dedicated to the promotion of perishable consumer goods such as food, beverages, or household products. As these items are used and replenished regularly, the CPG industry has become a highly competitive landscape, with numerous brands and companies campaigning for shelf space and consumer dollars alike. In the United States, the largest global ad market, CPG brands of various sectors, sizes, and price tiers have started to increase marketing spending in recent years. According to a survey conducted among U.S. marketing professionals, roughly 24 percent of CPG companies’ budgets were devoted to marketing efforts in early 2021, making CPG the leader among the U.S. industries with the highest share of ad expenditures. But while market leaders such as PepsiCo and L’Oréal continue to invest billions of dollars in marketing campaigns each year, they must now adapt to fundamental shifts in consumer behavior.

CPG advertising trends

The CPG industry encompasses food, personal care, household supplies, alcoholic and non-alcoholic beverages. In 2020, the food subcategory accounted for the largest share of CPG advertising spending in the U.S., followed by personal care and household supplies. This distribution of advertising funds is not surprising, considering that products from these categories experienced a rapid surge in demand following the outbreak of the coronavirus (COVID-19) pandemic. In 2021, the entire U.S. CPG sector saw an increased spending on advertising by one percent, however, when broken down by medium, digital grew over 100 percent compared to 2020. According to the latest data, CPG brands rapidly embrace digital ad formats and leverage technology to keep up with the changes in consumer behavior and expectations. As shoppers browse for CPG products online now more than ever, companies increasingly focus on data-driven marketing approaches to pique consumer interest and influence each step of the shopping journey. In fact, a study from late 2021 revealed that 71 percent of CPG marketers planned to invest more into connected TV advertising, and 59 percent wanted to increase spending on social media.

Which CPG brands spend the most on advertising?

CPG companies are among the most prominent advertising spenders in the United States. While consumer demand for overall CPG products remains largely consistent, the high market saturation makes the sector a highly competitive battleground for brands across various categories. In 2021, L’Oréal Paris remained the leading personal care brand in the U.S. in terms of ad spend, with its parent company L’Oréal investing more than 203 million U.S. dollars in promotion. In the household products category, brands owned by Procter & Gamble unsurprisingly boasted the largest advertising expenditures in 2021. P&G has been the world’s largest consumer goods company for several decades, not least because of their multi-billion-dollar advertising campaigns.

This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.

Ad spend in the U.S. grocery stores industry: 1.8bn USD

Digital ad spend in the U.S. CPG industry: 19.4bn USD

Leading CPG advertiser in the U.S.: Procter & Gamble

Editor’s Picks Current statistics on this topic

Mobile advertising spending in the United States in 2021, by industry (in billion U.S. dollars)

Online Advertising

Mobile ad spend in the U.S. 2021, by industry

Advertising

Change in local ad revenue U.S. 2021, by vertical

Marketing expenses as a percentage of companies' overall budgets according to CMOs in the United States as of February 2023, by industry

Traditional marketing

Marketing spend as a share of companies' total budgets in the U.S. 2023, by industry

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Overview

Premium Statistic Change in total and digital marketing spending in the U.S. 2023, by industry
Change in total and digital marketing spending in the U.S. 2023, by industry
Change in total and digital marketing spending according to CMOs in the United States as of February 2023, by industry
Premium Statistic Marketing spend as a share of companies' total budgets in the U.S. 2023, by industry
Marketing spend as a share of companies' total budgets in the U.S. 2023, by industry
Marketing expenses as a percentage of companies' overall budgets according to CMOs in the United States as of February 2023, by industry
Premium Statistic Leading TV advertising industries in the U.S. 2021, by ad spend
Leading TV advertising industries in the U.S. 2021, by ad spend
TV advertising spending in the United States in 2021, by parent industry category (in billion U.S. dollars)
Premium Statistic Digital ad spend in the U.S. 2022, by industry
Digital ad spend in the U.S. 2022, by industry
Digital advertising spending in the United States in 2022, by industry (in billion U.S. dollars)
Premium Statistic Mobile ad spend in the U.S. 2021, by industry
Mobile ad spend in the U.S. 2021, by industry
Mobile advertising spending in the United States in 2021, by industry (in billion U.S. dollars)
Premium Statistic Change in local ad revenue U.S. 2021, by vertical
Change in local ad revenue U.S. 2021, by vertical
Local advertising revenue growth in the United States in 2021, by industry

CPG

Premium Statistic CPG ad spend in the U.S. 2021, by medium
CPG ad spend in the U.S. 2021, by medium
Consumer packaged goods (CPG) advertising spending in the United States between January and October 2021, by medium (in billion U.S. dollars)
Premium Statistic CPG ad spend change in the U.S. 2021, by medium
CPG ad spend change in the U.S. 2021, by medium
Year-on-year growth of consumer packaged goods (CPG) advertising spending in the United States in the period of January and October 2021, by medium
Premium Statistic Change in CPG advertising budgets U.S. 2021
Change in CPG advertising budgets U.S. 2021
Planned changes in advertising budgets according to consumer packaged goods (CPG) marketers in the United States as of 4th quarter 2021
Premium Statistic CPG planned increase in spend on marketing channels U.S. 2021
CPG planned increase in spend on marketing channels U.S. 2021
Leading channels on which consumer packaged goods (CPG) marketers planned to increase spending in the United States as of 4th quarter 2021
Premium Statistic Leading ways of measuring CPG advertising campaign outcomes U.S. 2021
Leading ways of measuring CPG advertising campaign outcomes U.S. 2021
Leading methods used to measure advertising campaign outcomes according to consumer packaged goods (CPG) marketers in the United States as of the 4th quarter 2021
Premium Statistic Leading KPIs used for CPG advertising campaigns U.S. 2021
Leading KPIs used for CPG advertising campaigns U.S. 2021
Leading key performance metrics (KPIs) used to measure advertising campaign outcomes according to consumer packaged goods (CPG) marketers in the United States as of the 4th quarter 2021

Digital

Premium Statistic CPG & consumer products industry digital ad spend in the U.S. 2016-2021
CPG & consumer products industry digital ad spend in the U.S. 2016-2021
CPG and consumer products industry digital advertising spending in the United States from 2016 to 2021 (in billion U.S. dollars)
Premium Statistic CPG digital ad spend growth in the U.S. 2017-2021
CPG digital ad spend growth in the U.S. 2017-2021
Change in consumer packaged goods (CPG) and consumer products industry digital advertising spending in the United States from 2017 to 2021 (in billion U.S. dollars)
Premium Statistic CPG and consumer products digital video ad spend U.S. H1 2020, by device
CPG and consumer products digital video ad spend U.S. H1 2020, by device
CPG and consumer products digital video advertising spending in the United States in 1st half 2020, by device (in million U.S. dollars)
Premium Statistic CPG & consumer products digital display ad spend U.S. H1 2020, by device
CPG & consumer products digital display ad spend U.S. H1 2020, by device
CPG and consumer products digital display advertising spending in the United States in 1st half 2020, by device (in million U.S. dollars)
Premium Statistic Leading digital retail media ad formats in the U.S. 2021
Leading digital retail media ad formats in the U.S. 2021
Ad formats that consumer goods advertisers from the United States bought via retail media networks as of November 2021

Leaders and benchmarks

Premium Statistic Ad spend of selected personal care brands in the U.S. 2021
Ad spend of selected personal care brands in the U.S. 2021
Advertising spending of selected personal care brands in the United States in 2021 (in million U.S. dollars)
Premium Statistic Ad spend of selected household product brands in the U.S. 2021
Ad spend of selected household product brands in the U.S. 2021
Advertising spending of selected household product brands in the United States in 2021 (in million U.S. dollars)
Premium Statistic Ad spend of selected beverage brands in the U.S. 2021
Ad spend of selected beverage brands in the U.S. 2021
Advertising spending of selected beverage brands in the United States in 2021 (in million U.S. dollars)
Premium Statistic Ad expenses of food companies in the U.S. in 2019
Ad expenses of food companies in the U.S. in 2019
Advertising expenses of selected food companies in the United States in fiscal year 2019 (in million U.S. dollars)
Premium Statistic Procter & Gamble: ad spend in the U.S. 2009-2021
Procter & Gamble: ad spend in the U.S. 2009-2021
Procter & Gamble's advertising spending in the United States from 2009 to 2021 (in billion U.S. dollars)
Premium Statistic L'Oreal: advertising spending in the U.S. 2009-2021
L'Oreal: advertising spending in the U.S. 2009-2021
L'Oreal's advertising spending in the United States from 2009 to 2021 (in billion U.S. dollars)
Premium Statistic PepsiCo: ad spend in the U.S. 2014-2021
PepsiCo: ad spend in the U.S. 2014-2021
PepsiCo's advertising spending in the United States from 2014 to 2021 (in billion U.S. dollars)
Premium Statistic Mondelez: advertising spending in the U.S. 2012-2019
Mondelez: advertising spending in the U.S. 2012-2019
Mondelez International advertising spending in the United States from 2012 to 2019 (in million U.S. dollars)
Premium Statistic Kellogg: ad spend in the U.S. 2009-2019
Kellogg: ad spend in the U.S. 2009-2019
Kellogg Company's advertising spending in the United States from 2009 to 2019 (in million U.S. dollars)
Premium Statistic Hershey's advertising spending in the U.S. 2012-2019
Hershey's advertising spending in the U.S. 2012-2019
Hershey's advertising spending in the United States from 2012 to 2019 (in million U.S. dollars)
Premium Statistic Unilever: ad spend in the U.S. 2009-2019
Unilever: ad spend in the U.S. 2009-2019
Unilever's advertising spending in the United States from 2009 to 2019 (in billion U.S. dollars)
Premium Statistic Coca-Cola Company: ad spend in the U.S. 2009-2019
Coca-Cola Company: ad spend in the U.S. 2009-2019
Coca-Cola Company's advertising spending in the United States from 2009 to 2019 (in million U.S. dollars)

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Key figures

The most important key figures provide you with a compact summary of the topic of "CPG industry advertising in the U.S." and take you straight to the corresponding statistics.

Growth of CPG ad spend in the U.S.
1%
Detailed statistics
CPG ad spend change in the U.S. 2021, by medium
Share of U.S. CPG companies' sales devoted to marketing
21.7%
Detailed statistics
U.S. CPG manufacturer marketing budget as share of sales 2012-2020
Share of U.S. CPG manufacturers' marketing budgets devoted to traditional advertising
12.7%
Detailed statistics
U.S. CPG manufacturer marketing budget share 2019-2020, by type
CPG sub-category with the highest ad spend
Food
Detailed statistics
CPG ad spend share in the U.S. 2020, by sub-category

Share of digital in U.S. CPG manufacturers' marketing spending
22.8%
Detailed statistics
U.S. CPG manufacturer marketing budget share 2019-2020, by type
Growth of U.S. CPG digital ad spend amidst COVID-19
5.2%
Detailed statistics
CPG digital ad spend growth in the U.S. 2017-2021
U.S. CPG desktop video ad spend
591.8m USD
Detailed statistics
CPG and consumer products digital video ad spend U.S. H1 2020, by device
U.S. CPG industry mobile ad spend
21.82bn USD
Detailed statistics
Mobile ad spend in the U.S. 2021, by industry

Leading spirit brand advertiser in the U.S.
Jim Beam
Detailed statistics
Spirits advertising expenditure in the United States in 2019, by brand
U.S. ad spend of PepsiCo
1.96bn USD
Detailed statistics
PepsiCo: ad spend in the U.S. 2014-2021
U.S. ad spend of Mondelez International
309m USD
Detailed statistics
Mondelez: advertising spending in the U.S. 2012-2019
U.S. ad spend of L'Oréal
2.85bn USD
Detailed statistics
L'Oreal: advertising spending in the U.S. 2009-2021
U.S. ad spend of Procter & Gamble
4.7bn USD
Detailed statistics
Procter & Gamble: ad spend in the U.S. 2009-2021