A. Guttmann
Research Lead covering media
CPG industry advertising in the U.S. - statistics & facts
Consumer packaged goods (CPG) advertising is a marketing sector promoting perishable consumer goods such as food, beverages, or household products. As consumers regularly use and replenish these items, the CPG industry has become highly competitive, with numerous brands and companies campaigning for shelf space and consumer dollars. In the United States, CPG brands of various sectors, sizes, and price tiers have increased marketing spending in recent years. According to a survey conducted among U.S. marketing professionals, roughly 23 percent of CPG companies’ budgets were devoted to marketing efforts in early 2023, the highest share of ad expenditures among U.S. industries. 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.
