U.S. dairy products ad spend 2018-2019

In a survey of representatives of the dairy products industry in the United States, it was found that in 2019 the sector spent 7.43 billion U.S. dollars on advertising. In the previous year the ad expenditures in the industry amounted to 7.86 billion dollars.

Dairy products market and implications for advertising in the U.S.

According to USDA, dairy products consumption in the United States has been growing since 2000 to reach 653 pounds per capita in 2019. At the same time, census data indicated that fresh milk and cream accounted for close to a third of household expenditures on dairy products in the country. Therefore, with a growing consumption and demonstrable consumer demand for milk, the industry has clear indicators of where to invest their advertising dollars. Further studies found that the most common retail locations used for dairy purchases in the U.S. were supermarkets by a large margin, followed by supercenters and warehouse clubs, while smaller store types fell behind. Consequently, it is clear that advertisers from the dairy industry should be concentrating their marketing efforts in larger retail locations.

Advertising spending in the dairy products industry in the United States from 2018 to 2019

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Release date

June 2020


United States

Survey time period

2018 to 2019

Special properties

Industry SIC code: 2020

Supplementary notes

The source calculated the figures based on data from government filings and published financial records. Single industry values are based on data from participating companies. Each year the number of participating companies varies.
The historical data values for all companies within each specific industry are pooled in a cross-sectional time series analysis and a non-linear multivariate model is derived for the entire industry.
In calculating advertising-to-sales ratios, sales is defined as "top-line" of the company's income statement. In industry data, the ad-to-sales ratio is a weighted average ratio for the industry, based on the sales of each company.
A "0" value means that the expenditures reported amounted to less than 1,000 U.S. dollars per year. Missing values were not provided by the source due to lack of reporting from participating companies in the given industry.
Figures have been rounded.

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Statistics on "Food advertising in the U.S."

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