Snack Advertising Trends: Capitalizing on Seasonality and Health Consciousness

Key Takeaways:

• Back-to-school shopping is the second-largest annual expenditure for families. Advertisers in the sweet and savory bites category have seized this opportunity by ramping up their marketing efforts between July and August. During this period, their BTS ad investment surged 81% YoY in 2024

  • Mars, Inc. led the category, accounting for 37% of total BTS ad spending, followed by Mondelez (18%) and Nature’s Bakery (16%)

• As consumer health-consciousness grows, snack brands are adjusting their advertising strategies to meet the rising demand for healthier options. Brands in the jerky snacks and dried fruits & vegetables categories, which are perceived as healthier, have increased their digital ad investments by 250% and 35% YoY, respectively, in the first eight months of 2024

  • Meanwhile, brands in the cookies, cakes & snack bars category are embracing this health food trend by focusing on campaigns that promote organic, gluten-free, and non-GMO products

• Sweet and savory bites brands have significantly boosted their presence on RMNs, with ad impressions rising by 81% YoY between Jul’24 and Aug’24. Among these networks, Walmart and Kroger remain the top choices. Walmart saw a 62% YoY increase in ad impressions within the sweet and savory bites category from Jul’24-Aug’24, while Kroger experienced an even more remarkable 111% surge

For more information, request the full report from reports@sensortower.com.