Consumer Packaged Goods (CPG) advertisers in the United States spent by far the most on digital ads compared to other countries such as the United Kingdom, Canada, Germany, and Australia. CPG accounts for more than 12 percent of ad spend share of overall ad spend in North America, according to Pathmatics by Sensor Tower data. Our latest State of CPG Advertising in the U.S. report, available now as a free download, dives into the trends and performance of subcategories such as Food & Beverages, Oral Care, and Household Supplies, as well as an analysis of the platforms that advertisers are targeting.
CPG and Retail were the No. 1 and No. 2 categories, respectively, in the U.S. and Canada between May 2022 and September 2022. While CPG monthly ad spend remained steady in the U.S., ad spend in the U.K. and Germany surged by 24 percent and 32 percent, correspondingly.
With a spike in COVID-19 cases due to the Omicron variant, the CPG supply chain was challenged in 2022. Despite this and other economic headwinds, advertisers within the Food & Beverages category showed a steady increase in ad spending quarter-over-quarter (Q/Q).
In 2022, U.S. advertising spend in the Food Items subcategory climbed to 45 percent from $460 million in Q1 to $667 million in Q3 2022. Non-Alcoholic and Alcoholic Beverages categories also saw a surge in ad spend during the summer months, possibly due to holidays such as Memorial Day and the Fourth of July in the U.S.
P&G has consistently been ranked as the No. 1 CPG advertiser in the U.S., according to Pathmatics data. In the first nine months of 2022, P&G was the No. 1 Household Supplies advertiser. Its digital ad spending was more than four times as much as the No. 2 advertiser, Clorox. Eight of the top 10 Household Supplies brands were from P&G.
As U.S. holidays such as Thanksgiving and Christmas near, we will likely see a surge in advertising spend in Q4 2022 along with a range of seasonal creatives.
For more insights on CPG advertisers in the U.S., download the full State of CPG Advertising report below: