2025 State of Mobile is Live!
Sensor Tower · Abraham Yousef · January 2024
2023 Snack Foods Advertiser Trends
According to Sensor Tower data, US ad spend for advertisers in the snack foods category remained strong in 2023, increasing by 40% YoY, compared to a 20% YoY gain across the larger CPG category. The snack category's success can be attributed to six major advertisers, which made up ~75% of US ad spend across the category, although channel strategies varied significantly amongst these advertisers.
Key Takeaways:
The CPG industry as a whole in 2023 skewed advertising towards channels with a mostly younger demographic, with 2023 US ad spend for the category up 5 ppts YoY on Instagram, 4 ppts on YouTube, and 3 ppts on TikTok
CPG and its sub category, Snack Foods, spent less on more traditional channels such as Facebook and Desktop Display
US Ad Spend within the snack foods category has increased materially over the past few years, up an average of 42% and 10% YoY in 2023 and 2022, respectively
Furthermore, US ad spend within the snack food sub category increased over $200mn in 2023, the largest absolute YoY spend increase measured over the past 3 years, whereas 2022’s ad spend was ~$10mn higher than the previous year
The largest decline in US ad spend across the snack food category typically takes place in January on an annual basis as US ad spend in January has consistently declined an average of -34% MoM over the past 3 years
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